SECAUCUS, N.J., March 24, 2025 /PRNewswire/ -- The Vitamin Shoppe®, a leading omni-channel specialty retailer of nutritional products, has officially unveiled its innovative "Hometown Stores" concept. This exciting initiative partners with some of the biggest names in sports nutrition to transform select retail spaces into vibrant hubs for local consumers.
By collaborating with renowned brands like Gorilla Mind, EHPlabs, Bucked Up, RYSE, and RAW Nutrition, The Vitamin Shoppe aims to create unique retail experiences that cater specifically to the enthusiastic customer bases of these respected companies. Each Hometown Store features an expanded retail area of over 200 square feet, allowing brands to showcase their complete offerings, exclusive merchandise, and engaging marketing activations tailored to the local community.
As Lee Wright, CEO of The Vitamin Shoppe, stated, "These custom-designed, shop-in-shop experiences are a game-changer. We're offering our brand partners a unique opportunity to create dynamic retail showcases right in their own backyards, where they can connect with their most dedicated customers like never before." This concept positions The Vitamin Shoppe as a primary destination for wellness enthusiasts seeking quality nutritional products.
The initial rollout of the Hometown Stores program includes locations in major U.S. markets such as Los Angeles, Paramus, Houston, Sandy, Frisco, and Port St. Lucie, with the latter slated to open in April 2025. At these designated Hometown Stores, partner brands will enjoy dedicated retail environments featuring large-scale signage, innovative fixtures, and specialized displays. Customers can look forward to shopping exclusive merchandise, including apparel and supplements not found anywhere else.
For instance, Bucked Up took a creative approach in promoting their Hometown Store by landing a helicopter at their Sandy, Utah location for a launch video shared across social media, generating excitement and engagement from their fans. "Partnering with The Vitamin Shoppe to open our Bucked Up Hometown Store in Sandy, Utah, was a natural fit—giving us a space where the community can fully experience our brand," said Ryan Gardner, CEO of Bucked Up.
But it’s not just Bucked Up making waves; EHPlabs also hosted a remarkable Community Hub launch event at their Houston location in February 2025, which drew over 400 enthusiastic fans. This gathering featured live workouts, fitness contests, and meet-and-greet opportunities with influencers, appealing directly to the values of the EHPlabs community. As CEO Izhar Basha pointed out, "The EHPlabs community understands and values our true commitment and partnership to The Vitamin Shoppe, and it has become the go-to destination for EHPlabs exclusives and first-to-market product launches."
These immersive environments do not only serve as retail destinations; they are also designed for community engagement, facilitating unique social media moments and customer activations. The Vitamin Shoppe is establishing these locations to further the connection between brands and customers while creating channels for local health enthusiasts to engage directly with the products they love.
The future looks promising for The Vitamin Shoppe's Hometown Stores initiative, as plans are underway to expand the footprint in 2025. With the potential to bring in even more prestigious brands and innovative retail experiences, this initiative signifies a forward-thinking approach to local commerce.
As the health and wellness landscape continues to evolve, The Vitamin Shoppe intends to play a critical role in enhancing the local shopping experience, reaffirming its commitment to lifelong wellness. For more information about The Vitamin Shoppe and its partner brands, visit www.vitaminshoppe.com.
About The Vitamin Shoppe® Lifelong Wellness Starts Here™. The Vitamin Shoppe®, a subsidiary of Franchise Group, Inc., is a global, omnichannel specialty retailer and wellness lifestyle company whose mission is to provide customers with trusted products, guidance, and services to support their journeys toward lifelong wellness. With over 675 retail stores and a comprehensive range of nutritional solutions, The Vitamin Shoppe aims to fulfill the health and wellness needs of its customers.
