About Vitamin Shoppe, Inc.

Vitamin Shoppe helps vitamin-takers meet their recommended daily requirements. The fast-growing company sells vitamins, supplements, and minerals, as well as herbal, homeopathic, and sports nutrition and wellness products at more than 750 company-operated The Vitamin Shoppe stores located in some 45 US states, the District of Columbia, Puerto Rico, and Canada. It also sells directly via catalog, and the websites VitaminShoppe.com and BodyTech.com. Stores offer about 20,000 items, including food and beverages and pet products, under more than 800 national and private-label brands. Vitamin Shoppe was founded in 1977.

Geographic Reach

The New Jersey-based company's largest markets are California, New York, and Florida, home to about a third of its stores. Vitamin Shoppe has an international presence in Canada and Puerto Rico.

Operations

Vitamin Shoppe operates retail stores under the Vitamin Shoppe and Super Supplements banners. The retail segment accounted for 85% of sales in 2015, with the rest coming from the Internet and catalogs.

The company's primary product category, sports nutrition, accounts for 34% of the revenue. Other product categories included vitamins, minerals, herbs, and homeopathy (24%); specialty supplements (24%), and other products (18%).

Sales and Marketing

Vitamin Shoppe relies on location, location, location! as a prime marketing tool, adhering to the belief that situating its stores on prime real estate draws customers. It advertises in magazines, and relies on radio and television ads to promote certain new stores. Direct mail is another avenue for promotion.

Financial Performance

Vitamin Shoppe posted record-setting revenues of $1.27 billion in 2015 mainly due to a 90% surge in manufacturing sales. This was attributed to a spike in products manufactured for its Vitamin Shoppe assortment and a notable spike in products manufactured for third parties.

Profits have declined the last few years, however, falling 13% to $53 million in 2015. The most recent decline was fueled by a rise in selling, general, and administrative expenses affiliated with the payment of interest. After rising in 2014, cash flow from operations declined by 39% in 2015 to $61 million due to an increase in inventory purchases to support activities.

Strategy

Vitamin Shoppe is extending its retail reach through organic growth and acquisitions. After adding 163 and acquiring 31 stores from 2013 to 2015, the chain planned to open another 30 in 2016. Its long-term goal is to operate more than 900 US stores. The retailer prefers to locate shops in freestanding buildings or corner locations in strip malls, rather than traditional shopping malls.

Besides adding stores, Vitamin Shoppe is experimenting with new store formats and products. Eco Shoppe -- launched in Austin, Texas, in 2009 -- as its name suggests, sells green-living products, including apparel, home, garden, and gift items; office and pet supplies; baby and kids products; and yoga gear. Previously, the company launched an e-commerce site called BodyTech.com, devoted to products for bodybuilders and other athletes.

Mergers and Acquisitions

In 2014 the company acquired FDC Vitamins, doing business as Nutri-Force Nutrition. Headquartered in Florida, Nutri-Force is a contract manufacturer of vitamins, minerals, and supplements (VMS). The deal enhanced Vitamin Shoppe's ability for the custom manufacturing and private labeling of VMS products.

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Vitamin Shoppe, Inc.

300 Harmon Meadow Blvd #2
Secaucus, NJ 07094-3643
Phone: 1 (201) 868-5959
Fax: 1 (201) 624-3010

Stats

  • Employer Type: Public
  • CEO: Colin F. Watts
  • EVP and COO: Jason S. Reiser
  • CEO: Colin F. Watts

Major Office Locations

  • Secaucus, NJ

Other Locations

  • Hoover, AL
  • Mobile, AL
  • Montgomery, AL
  • North Little Rock, AR
  • Avondale, AZ
  • Glendale, AZ
  • Phoenix, AZ
  • Scottsdale, AZ
  • Tucson, AZ
  • Yuma, AZ
  • Aliso Viejo, CA
  • Antioch, CA
  • Bakersfield, CA
  • Brea, CA
  • Chino, CA
  • Citrus Heights, CA
  • City Of Industry, CA
  • Clovis, CA
  • Colma, CA
  • Corona, CA
  • Costa Mesa, CA
  • Cupertino, CA
  • Downey, CA
  • El Centro, CA
  • Elk Grove, CA
  • Encinitas, CA
  • Folsom, CA
  • Fremont, CA
  • Fresno, CA
  • Gilroy, CA
  • Glendale, CA
  • Goleta, CA
  • Huntington Beach, CA
  • Irvine, CA
  • La Mesa, CA
  • La Quinta, CA
  • La Verne, CA
  • Lakewood, CA
  • Larkspur, CA
  • Long Beach, CA
  • Los Altos, CA
  • Los Angeles, CA
  • Manhattan Beach, CA
  • Menifee, CA
  • Modesto, CA
  • Napa, CA
  • Northridge, CA
  • Oceanside, CA
  • Orange, CA
  • Palm Desert, CA
  • Palmdale, CA
  • Pasadena, CA
  • Pinole, CA
  • Pleasant Hill, CA
  • Rancho Cucamonga, CA
  • Redding, CA
  • Redlands, CA
  • Redwood City, CA
  • Riverside, CA
  • Roseville, CA
  • San Diego, CA
  • San Francisco, CA
  • San Jose, CA
  • San Luis Obispo, CA
  • Santa Ana, CA
  • Santa Monica, CA
  • Santa Rosa, CA
  • Seaside, CA
  • Simi Valley, CA
  • South Gate, CA
  • Temecula, CA
  • Torrance, CA
  • Union City, CA
  • Upland, CA
  • Valencia, CA
  • Ventura, CA
  • Victorville, CA
  • Visalia, CA
  • West Covina, CA
  • Woodland Hills, CA
  • Boulder, CO
  • Centennial, CO
  • Colorado Springs, CO
  • Denver, CO
  • Fort Collins, CO
  • Lakewood, CO
  • Brookfield, CT
  • Canton, CT
  • Enfield, CT
  • Fairfield, CT
  • Farmington, CT
  • Manchester, CT
  • Milford, CT
  • Newington, CT
  • North Haven, CT
  • Norwalk, CT
  • Stamford, CT
  • Dover, DE
  • Wilmington, DE
  • Altamonte Springs, FL
  • Aventura, FL
  • Boca Raton, FL
  • Boynton Beach, FL
  • Brandon, FL
  • Clearwater, FL
  • Clermont, FL
  • Coral Springs, FL
  • Dania, FL
  • Daytona Beach, FL
  • Delray Beach, FL
  • Destin, FL
  • Fort Lauderdale, FL
  • Fort Myers, FL
  • Gainesville, FL
  • Hialeah, FL
  • Jacksonville, FL
  • Jensen Beach, FL
  • Jupiter, FL
  • Kissimmee, FL
  • Lady Lake, FL
  • Lakeland, FL
  • Largo, FL
  • Melbourne, FL
  • Merritt Island, FL
  • Miami, FL
  • Miami Lakes, FL
  • Naples, FL
  • North Miami, FL
  • Ocala, FL
  • Ocoee, FL
  • Orange Park, FL
  • Orlando, FL
  • Palm Beach Gardens, FL
  • Palm Coast, FL
  • Panama City, FL
  • Pembroke Pines, FL
  • Pensacola, FL
  • Plantation, FL
  • Pompano Beach, FL
  • Port Saint Lucie, FL
  • Saint Augustine, FL
  • Saint Petersburg, FL
  • Sanford, FL
  • Sarasota, FL
  • Tallahassee, FL
  • Tampa, FL
  • Venice, FL
  • Vero Beach, FL
  • Wellington, FL
  • West Palm Beach, FL
  • Alpharetta, GA
  • Atlanta, GA
  • Augusta, GA
  • Buford, GA
  • Columbus, GA
  • Conyers, GA
  • Douglasville, GA
  • Duluth, GA
  • Macon, GA
  • Mcdonough, GA
  • Morrow, GA
  • Savannah, GA
  • Snellville, GA
  • Warner Robins, GA
  • Hilo, HI
  • Honolulu, HI
  • Kailua Kona, HI
  • Kaneohe, HI
  • Kapolei, HI
  • Lahaina, HI
  • Council Bluffs, IA
  • Davenport, IA
  • West Des Moines, IA
  • Boise, ID
  • Coeur D Alene, ID
  • Algonquin, IL
  • Arlington Heights, IL
  • Berwyn, IL
  • Bloomingdale, IL
  • Bloomington, IL
  • Bolingbrook, IL
  • Calumet City, IL
  • Champaign, IL
  • Chicago, IL
  • Crystal Lake, IL
  • Darien, IL
  • Deerfield, IL
  • Evergreen Park, IL
  • Geneva, IL
  • Lake Zurich, IL
  • Matteson, IL
  • Melrose Park, IL
  • Naperville, IL
  • Niles, IL
  • Norridge, IL
  • Oak Lawn, IL
  • Oakbrook Terrace, IL
  • Orland Park, IL
  • Oswego, IL
  • Peoria, IL
  • Schaumburg, IL
  • Skokie, IL
  • Vernon Hills, IL
  • Wheaton, IL
  • Anderson, IN
  • Evansville, IN
  • Fort Wayne, IN
  • Greenwood, IN
  • Highland, IN
  • Indianapolis, IN
  • Merrillville, IN
  • Mishawaka, IN
  • Muncie, IN
  • Noblesville, IN
  • Overland Park, KS
  • Wichita, KS
  • Bowling Green, KY
  • Lexington, KY
  • Louisville, KY
  • Baton Rouge, LA
  • Harvey, LA
  • Lafayette, LA
  • Lake Charles, LA
  • Metairie, LA
  • New Orleans, LA
  • Shreveport, LA
  • Slidell, LA
  • Auburn, MA
  • Braintree, MA
  • Burlington, MA
  • Framingham, MA
  • Hingham, MA
  • Hyannis, MA
  • Leominster, MA
  • Marlborough, MA
  • Newton, MA
  • North Attleboro, MA
  • Peabody, MA
  • Saugus, MA
  • Woburn, MA
  • Annapolis, MD
  • Bel Air, MD
  • Catonsville, MD
  • Columbia, MD
  • Frederick, MD
  • Gaithersburg, MD
  • Gambrills, MD
  • Glen Burnie, MD
  • Hagerstown, MD
  • Hanover, MD
  • Laurel, MD
  • Lutherville Timonium, MD
  • Owings Mills, MD
  • Rockville, MD
  • Salisbury, MD
  • Silver Spring, MD
  • Waldorf, MD
  • South Portland, ME
  • Allen Park, MI
  • Ann Arbor, MI
  • Auburn Hills, MI
  • Farmington Hills, MI
  • Grand Rapids, MI
  • Lansing, MI
  • Northville, MI
  • Portage, MI
  • Rochester Hills, MI
  • Roseville, MI
  • Saginaw, MI
  • Shelby Township, MI
  • Troy, MI
  • Warren, MI
  • Westland, MI
  • Burnsville, MN
  • Maplewood, MN
  • Minneapolis, MN
  • Saint Cloud, MN
  • Saint Paul, MN
  • Kansas City, MO
  • Lees Summit, MO
  • Saint Louis, MO
  • Springfield, MO
  • Charlotte, NC
  • Durham, NC
  • Fayetteville, NC
  • Fuquay Varina, NC
  • Gastonia, NC
  • Greensboro, NC
  • Greenville, NC
  • Hickory, NC
  • Jacksonville, NC
  • Matthews, NC
  • Monroe, NC
  • Mooresville, NC
  • Pineville, NC
  • Raleigh, NC
  • Wilmington, NC
  • Winston Salem, NC
  • Lincoln, NE
  • Omaha, NE
  • Concord, NH
  • Manchester, NH
  • Nashua, NH
  • Portsmouth, NH
  • Salem, NH
  • Seabrook, NH
  • Brick, NJ
  • Cherry Hill, NJ
  • Clark, NJ
  • Clifton, NJ
  • East Brunswick, NJ
  • East Hanover, NJ
  • Eatontown, NJ
  • Edgewater, NJ
  • Freehold, NJ
  • Holmdel, NJ
  • Ledgewood, NJ
  • Little Falls, NJ
  • Manahawkin, NJ
  • Metuchen, NJ
  • Millville, NJ
  • Mount Laurel, NJ
  • Paramus, NJ
  • Princeton, NJ
  • Raritan, NJ
  • Toms River, NJ
  • Union, NJ
  • Watchung, NJ
  • Albuquerque, NM
  • Santa Fe, NM
  • Henderson, NV
  • Las Vegas, NV
  • Reno, NV
  • Albany, NY
  • Bay Shore, NY
  • Bayside, NY
  • Bohemia, NY
  • Bronx, NY
  • Brooklyn, NY
  • Cheektowaga, NY
  • East Northport, NY
  • Forest Hills, NY
  • Huntington Station, NY
  • Jackson Heights, NY
  • Levittown, NY
  • Manhasset, NY
  • Massapequa, NY
  • Merrick, NY
  • Nanuet, NY
  • New Hartford, NY
  • New York, NY
  • Newburgh, NY
  • Oceanside, NY
  • Pelham, NY
  • Pittsford, NY
  • Port Chester, NY
  • Rego Park, NY
  • Schenectady, NY
  • Staten Island, NY
  • Stony Brook, NY
  • Syosset, NY
  • Syracuse, NY
  • Tonawanda, NY
  • Valley Stream, NY
  • Wantagh, NY
  • White Plains, NY
  • Williamsville, NY
  • Yonkers, NY
  • Beavercreek, OH
  • Canton, OH
  • Cincinnati, OH
  • Cleveland, OH
  • Columbus, OH
  • Dayton, OH
  • Macedonia, OH
  • Mentor, OH
  • Niles, OH
  • North Olmsted, OH
  • Ontario, OH
  • Parma, OH
  • Strongsville, OH
  • Willoughby, OH
  • Youngstown, OH
  • Tulsa, OK
  • Beaverton, OR
  • Eugene, OR
  • Happy Valley, OR
  • Medford, OR
  • Salem, OR
  • Abington, PA
  • Bala Cynwyd, PA
  • Bryn Mawr, PA
  • Cranberry Township, PA
  • Erie, PA
  • Exton, PA
  • Fairless Hills, PA
  • Harrisburg, PA
  • Homestead, PA
  • King Of Prussia, PA
  • Monroeville, PA
  • Montgomeryville, PA
  • Philadelphia, PA
  • Pittsburgh, PA
  • Reading, PA
  • Springfield, PA
  • Whitehall, PA
  • Wilkes Barre, PA
  • York, PA
  • North Providence, RI
  • Anderson, SC
  • Columbia, SC
  • Easley, SC
  • Florence, SC
  • Greenville, SC
  • Lexington, SC
  • Myrtle Beach, SC
  • North Charleston, SC
  • Spartanburg, SC
  • Chattanooga, TN
  • Clarksville, TN
  • Cordova, TN
  • Franklin, TN
  • Jackson, TN
  • Johnson City, TN
  • Knoxville, TN
  • Madison, TN
  • Memphis, TN
  • Murfreesboro, TN
  • Nashville, TN
  • Arlington, TX
  • Austin, TX
  • Baytown, TX
  • Beaumont, TX
  • Brownsville, TX
  • Cedar Hill, TX
  • Corpus Christi, TX
  • Dallas, TX
  • Denton, TX
  • El Paso, TX
  • Fort Worth, TX
  • Frisco, TX
  • Georgetown, TX
  • Grapevine, TX
  • Houston, TX
  • Humble, TX
  • Hurst, TX
  • Irving, TX
  • Laredo, TX
  • Lewisville, TX
  • Mcallen, TX
  • Mesquite, TX
  • Pasadena, TX
  • Plano, TX
  • Rockwall, TX
  • Round Rock, TX
  • San Antonio, TX
  • Shenandoah, TX
  • Waco, TX
  • Webster, TX
  • Orem, UT
  • Salt Lake City, UT
  • Sandy, UT
  • Alexandria, VA
  • Arlington, VA
  • Charlottesville, VA
  • Chesapeake, VA
  • Colonial Heights, VA
  • Fairfax, VA
  • Falls Church, VA
  • Fredericksburg, VA
  • Glen Allen, VA
  • Lynchburg, VA
  • Manassas, VA
  • Newport News, VA
  • Norfolk, VA
  • North Chesterfield, VA
  • Roanoke, VA
  • Springfield, VA
  • Sterling, VA
  • Vienna, VA
  • Virginia Beach, VA
  • Williamsburg, VA
  • Winchester, VA
  • Woodbridge, VA
  • South Burlington, VT
  • Bellevue, WA
  • Bellingham, WA
  • Bremerton, WA
  • Burlington, WA
  • Everett, WA
  • Issaquah, WA
  • Kenmore, WA
  • Lakewood, WA
  • Lynnwood, WA
  • Olympia, WA
  • Puyallup, WA
  • Redmond, WA
  • Seattle, WA
  • Spokane Valley, WA
  • Tacoma, WA
  • Tukwila, WA
  • Appleton, WI
  • Brookfield, WI
  • Madison, WI
  • Milwaukee, WI
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