The Vitamin Shoppe® Launches “Hometown Stores” Initiative, Collaborating with Leading Sports Nutrition and Supplement Brands to Develop Engaging Local Retail and Marketing Experiences.

The Vitamin Shoppe Unveils New Hometown Stores Concept

SECAUCUS, N.J., March 24, 2025 /PRNewswire/

The Vitamin Shoppe® is revolutionizing the in-store shopping experience with the launch of its Hometown Stores concept. This initiative forms partnerships with popular local brands like Gorilla Mind, EHPlabs, Bucked Up, RYSE, and RAW Nutrition, aiming to create unique shopping destinations within The Vitamin Shoppe stores.

Key Features of the Hometown Stores

• Local Focus: Each Hometown Store pairs a Vitamin Shoppe location with a partner brand that has local roots, enhancing community engagement.
• Extended Product Range: Custom-branded spaces feature expanded product lines, exclusive merchandise, and special marketing events.

Notable Hometown Store Locations

1. Gorilla Mind: 101 North Fairfax Ave, Los Angeles, CA
2. EHPlabs:
   • 137 East State Rte. 4, Paramus, NJ
   • 7009 Highway 6 North, Houston, TX
3. Bucked Up: 10515 South State Street, Sandy, UT
4. RYSE: 2995 Preston Rd, Frisco, TX
5. RAW Nutrition: 1756 SW St. Lucie West Blvd, Port St. Lucie, FL (Opening April 2025)

Immersive Customer Experience

Designed to be engaging, each Hometown Store provides a retail space of 200+ square feet for showcasing brand-specific features such as:

• Enhanced displays
• Large-scale signage
• Custom refrigerators featuring energy drinks and protein shakes

Community Engagement and Marketing

These locations also serve as hubs for community events, solidifying brand loyalty and creating memorable experiences. Bucked Up celebrated their launch in Sandy, Utah, with a helicopter arrival, while EHPlabs hosted a successful event in Houston featuring workouts and influencer meet-and-greets.

Future Plans

The Vitamin Shoppe plans to expand the Hometown Stores concept further in 2025, continuing to foster partnerships with top-tier brands and innovate the retail experience for customers nationwide.

For more on The Vitamin Shoppe and its offerings, visit www.vitaminshoppe.com.

About The Vitamin Shoppe®

With a commitment to lifelong wellness, The Vitamin Shoppe is a leading omnichannel retailer of nutritional products, offering a wide variety of vitamins, minerals, sports nutrition, and specialty supplements. The company operates over 675 retail stores in the U.S. and serves customers globally.

SOURCE The Vitamin Shoppe

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