Vitamin Shoppe Opens First All-New Franchise Location, Plans 12 More in 2023

Vitamin Shoppe store, Valparaiso, Ind.

The Vitamin Shoppe has opened the first of a planned dozen+ new franchise stores this year in Valparaiso, Ind. After announcing its ambitious franchising plans in May 2021, the retailer converted an existing Greensboro, N.C. Vitamin Shoppe store to a franchise operation in February 2022, but now the program is moving into a higher gear.

The next new franchise store, scheduled to open this spring, will be in Tempe, Ariz., with a store in New Braunfels, Texas slated to open later in 2023. The Vitamin Shoppe already has signed 58 franchise territories to 15 franchise partners; potential franchisees can visit this page for more information.

“This store is the first of many to open in the coming months and years as franchising becomes a significant growth engine for The Vitamin Shoppe, building on our industry-leading position in the flourishing health and wellness space,” said Laura Coffey, CFO of The Vitamin Shoppe in a statement.

Customers at the Valparaiso store can access the same benefits available at the retailer’s corporate-owned stores, including same-day Instacart delivery, curbside pickup, in-store mobile checkout, virtual one-on-one nutritionist appointments and the retailer’s Health Awards loyalty program.


The Vitamin Shoppe operates more than 700 company-owned stores under The Vitamin Shoppe and Super Supplements banners. The retailer also serves shoppers in select Asian, South and Central American markets through local omnichannel partners.

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