Under the partnership, Kim Lien Group will open and operate a number of The Vitamin Shoppe stores across Vietnam as well as launch wholesale distribution of The Vitamin Shoppe’s family of brands, including BodyTech, fitfactor and Vthrive at pharmacies, gyms, spas and other locations.
The first store opened earlier this month in Hanoi, with a second Hanoi location set to debut later in January. Additional stores will be announced soon.
This agreement marks the first country license agreement in Asia for The Vitamin Shoppe. The company currently operates country license agreements in Panama (eight stores), Guatemala (10 stores) and Paraguay (three stores).
Kim Lien Group expects key product categories in Vietnam to include vitamins, probiotics and digestion, healthy aging, herbs, omegas, antioxidants, collagen, bone and children’s health. “This partnership journey started when I visited one of The Vitamin Shoppe stores in Boston to find health solutions for my mother, Madame Lien, Chairwoman of Kim Lien Group,” said Anh Hoang, Vice Chairman of Kim Lien Group in a statement. “I was impressed with the customer experience, the knowledge of the Health Enthusiasts, and the product assortment in the store. Since then, Kim Lien Group realized that the Vietnam market could benefit tremendously from the products and services of The Vitamin Shoppe. During this time, Vietnam was having serious issues with fake supplements from unknown sources distributed here. We wanted to end that fear and bring a trusted, high-quality brand from the United States to Vietnam, so that consumers can confidently shop for health and wellness supplements here.”