The Vitamin Shoppe
Get verified emails for The Vitamin Shoppe employeesAbout The Vitamin Shoppe
The Vitamin Shoppe, founded in 1977 and based in Secaucus, New Jersey, is a retail company that sells health and wellness products through VitaminShoppe.com, its VShoppe app, and more than 780 stores across the United States. Its assortment includes vitamins, supplements, proteins, healthy weight support products, aromatherapy, herbs, superfoods, natural beauty products, and related items.
Consumers looking for nutrition and wellness products are served with support from in-store Health Enthusiasts® and virtual nutritionists. The Vitamin Shoppe employs between 1,001 and 5,000 people, and it combines physical retail with digital channels to provide access to its product selection and customer guidance.
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Insights
Updated 1 Sep 2026A more crowded retail landscape is taking shape for supplements and performance nutrition. Momentous is expanding into Target’s nationwide footprint, and nearly 600 Target locations already carry select products. That matters for The Vitamin Shoppe, because the pressure is coming from brands that are winning mass-retail shelf space and prominent merchandising, not just specialty channels.
Channel expansion is the main strategic thread here. Momentous is using Target to widen distribution through stores and Target.com, and it plans a full expansion into all Target stores. Premium supplement brands are clearly pushing deeper into mainstream retail to build awareness and scale, and that could make it harder for specialty retailers to stand out on assortment, expertise, and brand curation.
Signals in the sources lean positive for the category. The Target rollout is described as a nationwide launch of a leading performance nutrition brand’s products, with exclusive end-cap displays. There is no direct funding, hiring, earnings, or sentiment data for The Vitamin Shoppe itself, but the sources still point to sustained retailer interest in supplement demand and tighter competition for shelf space.
Frequently asked questions
The Vitamin Shoppe is headquartered in Secaucus, New Jersey, United States.
The Vitamin Shoppe has 1001-5000 employees according to its company profile.
The Vitamin Shoppe operates in the Retail sector. Public valuation figures are not always disclosed for private companies.