Vitamin Shoppe begins opening franchise outlets as part of its retail expansion strategy

Secaucus-based nutritional products retailer has signed 58 franchise territories to date

The new franchise location of The Vitamin Shoppe in Valparaiso, Indiana.

The Vitamin Shoppe on Monday said it opened its first-ever franchise unit in Valparaiso, Indiana. The Secaucus-based retailer plans to open at least 12 new U.S. franchise stores this year with local partners.

The newest Indiana store launched with a grand opening celebration Thursday, attended by senior company executives and franchise owners Rick and Rochelle Cantrell. The Vitamin Shoppe said this store is the first of many to open in the coming months and years, as franchising becomes a significant retail growth engine for it.

The next new franchise store, scheduled to open later this spring, is located in Tempe, Arizona. Another store will open in New Braunfels, Texas, later this year, with additional store leases in signed franchise territories to be announced in the coming months. Previously, an existing location of the Vitamin Shoppe in Greensboro, North Carolina, was converted into a franchise unit in January 2022.

Laura Coffey, chief financial officer of the Vitamin Shoppe, commented: “The Vitamin Shoppe is thrilled to officially open our first new franchise location in Valparaiso with our exceptional partners, Rochelle and Rick Cantrell. They are longtime customers of the Vitamin Shoppe who have taken their personal passion for wellness and applied it to building a dynamic, local business that will support the health and well-being of their own community.”

Last month, the Vitamin Shoppe was recognized as one of the Top 500 franchises in Entrepreneur magazine’s Franchise 500. Recognized as an invaluable resource for potential franchisees, the 2023 Franchise 500 includes the Vitamin Shoppe for its outstanding performance in areas including unit growth, financial strength and stability, and brand power.

“The past year underscores the extraordinary opportunities that the franchise industry presents for entrepreneurs of all levels. The companies named to our 44th annual Franchise 500 list represent some of the most innovative, creative and trusted brands across many industries and highlight what it takes to build the kind of momentum that drives long-lasting success,” Entrepreneur Editor-in-Chief Jason Feifer said.

Franchise partners have the opportunity to leverage the Vitamin Shoppe brand and its expertise in the fast-growing health and wellness sector.