The Vitamin Shoppe has opened an Innovation Store on New York’s Upper East Side that will feature an AI-powered interactive discovery tool designed to enhance in-store education, engagement and personalization. The tool also enables real-time inventory checks in stores and on the retailer’s website, helping support more informed, interactive conversations for both shoppers and associates.
The new store, which also features a dedicated events space, will celebrate its opening today by hosting a brand takeover with RAW Nutrition, including a personal appearance by RAW Nutrition athlete and fitness creator Sara Saffari as well as mini consultations with nutritionist Vanessa Rissetto, a Wellness Wheel with healthy prizes, complimentary Juice Press smoothies and gift bags for the first 100 guests.
“We are located on one of New York City’s busiest shopping streets, surrounded by top gyms, activewear and beauty brands, med spas and smoothie shops — and The Vitamin Shoppe perfectly complements this thriving wellness hub,” said Jim Abbatemarco, EVP and Chief Retail Officer at The Vitamin Shoppe in a statement. “With our expansive assortment and the personalized support of our expert Health Enthusiast associates, The Vitamin Shoppe is making it easier and more engaging for New Yorkers to shop all their favorite health and wellness essentials.”
The new store also will feature same-day delivery via Instacart, DoorDash and Uber Eats, free virtual one-on-one nutrition coaching and the retailer’s Healthy Awards loyalty program, which offers cashback awards on every purchase.
Advertisement
In March 2025 Vitamin Shoppe launched its Hometown Stores shop-in-shops initiative to spotlight local nutrition and supplement brands.
