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Forty Years of Thriving: The Vitamin Shoppe celebrates 40 years of health and wellness with a month-long celebration honoring its heritage and role as a leading omni-channel specialty retailer and lifestyle destination.

SECAUCUS, N.J., June 5, 2017 /PRNewswire/ -- This month, The Vitamin Shoppe® (NYSE:VSI), an omni-channel specialty retailer and manufacturer of nutritional products, celebrates its 40th birthday. The month-long celebration honors the Company's long-standing history as a leading health and wellness purveyor along with those who have helped the Company thrive over the years: its valued customers and trusted Health Enthusiasts.

The first store opened in New York City, in 1977, by founder Jeffrey Horowitz, a pharmacist on a mission to help people achieve their lifestyle goals. Now in its 40th year, with nearly 800 stores throughout the U.S. and Puerto Rico, The Vitamin Shoppe continues to deliver on its promise to inspire and nourish its customers along every step of their wellness journey. Over the past 40 years, The Vitamin Shoppe has transformed from its humble beginnings as a supplier of pills and powders to a leading omni-channel lifestyle destination and whole health resource—a feat worth celebrating.

"We're very proud to be part of a heritage known for helping customers thrive in their everyday lives," says Colin Watts, CEO and Chief Health Enthusiast at The Vitamin Shoppe. "This celebration is our way of saying thank you to our customers and our Health Enthusiasts for allowing us to be part of their journey."

Throughout the month of June, customers are invited to join in on the festivities by taking advantage of exclusive product offers, sampling events and promotions both in-store and online. Customers may also enter The Vitamin Shoppe's Birthday Sweepstakes for a chance to win healthy rewards and prize packages. No birthday celebration would be complete without cake, and for a limited time, The Vitamin Shoppe is offering an exclusive and delicious Birthday Cake Protein Powder from its private brand Bodytech®.

In addition to rewarding its customers with solutions and products they can trust, The Vitamin Shoppe sees this celebration as an opportunity for its customers to take further advantage of the wealth of knowledge its Health Enthusiasts offer. The more than 6,000 team members, some who have been with the Company for decades, are dedicated and relied upon to deliver The Vitamin Shoppe's promise to Thrive Everyday. This commitment has inspired a multi-year partnership with Tieraona Low Dog, M.D., a leading medical expert in the fields of integrative medicine, dietary supplements, herbal medicine, women's health, natural medicine and, now, Chief Wellbeing Enthusiast at The Vitamin Shoppe. Through this partnership, Dr. Low Dog is providing comprehensive training to the Health Enthusiasts to further enhance their already deep knowledge of lifestyle wellbeing and expertise.

"Our Health Enthusiasts are a key differentiator when compared with other specialty retailers. You'll seldom find a more knowledgeable and passionate team of individuals who are dedicated to serving customers," said Mr. Watts. "Thanks to their efforts and expertise, The Vitamin Shoppe has been a trusted resource for people seeking guidance on their wellness journey, and they will continue to help our customers and company thrive well into the future."    

While The Vitamin Shoppe reflects on the past 40 years, the Company is excited for the future as it continues to make strides towards solidifying its role in its customers' lives as an omni-channel lifestyle destination. This past year, The Vitamin Shoppe took its first step toward reinventing the customer experience with the launch of a new website, enhanced loyalty program, omni-channel capabilities and a new store format.  The new format, called its Brand Defining Store, or BDS, represents the future of The Vitamin Shoppe's brick and mortar experience, boasting an evolved identity, vibrant (or rich) colors and an open store layout that is inviting to customers and easy to navigate, while offering expanded product assortments, sampling stations and events designed to enable an enhanced shopping experience.

"As a leading Health and Wellness retailer, we have seen a lot of industry growth and consumer shopping transformation over the years," says Mr. Watts. "Our customers have always been our priority, and enhancing their shopping experience is important to us. To remain relevant to them in this new retail world, we are upping our game by providing inspiration as well as solutions to meet their lifestyle needs."

The Vitamin Shoppe will commemorate its 40th birthday for the full month of June, but the Company has plenty more to celebrate. From new BDS store openings, increased focus on private brands, partnerships with trusted wellness experts and the unveiling of innovative omni-channel programs on the horizon, The Vitamin Shoppe will keep the party going well into the future.

For more information about The Vitamin Shoppe's 40th Birthday celebration, visit your local The Vitamin Shoppe store or

About The Vitamin Shoppe

The Vitamin Shoppe® is an omni-channel specialty retailer and contract manufacturer of nutritional products based in Secaucus, New Jersey.  In its stores and on its website, the Company carries a comprehensive retail assortment, including vitamins, minerals, specialty supplements, herbs, sports nutrition, homeopathic remedies, green living products and beauty aids.  In addition to offering products from approximately 900 national brands, the Vitamin Shoppe also carries products under The Vitamin Shoppe®, BodyTech®, True Athlete®, MyTrition®, plnt®, ProBioCare®, Next Step® and Betancourt Nutrition® brands.  The Vitamin Shoppe conducts business through more than 775 company-operated retail stores under The Vitamin Shoppe and Super Supplements retail banners as well as through its website,  Follow The Vitamin Shoppe® on Facebook at and on Twitter at


 (PRNewsfoto/The Vitamin Shoppe)

SOURCE The Vitamin Shoppe

For further information: Crystal Carroll, 201-552-6000 ex: 6328,