The Vitamin Shoppe® Unveils "Hometown Stores" Concept, Partnering with Top Sports Nutrition and Supplement Brands to Create Dynamic, Local Retail and Marketing Showcases
The Vitamin Shoppe (VSI) has launched an innovative 'Hometown Stores' concept, partnering with major sports nutrition brands to create enhanced retail experiences in their respective local markets. The initiative features dedicated 200+ square feet spaces within existing stores, where partner brands like Gorilla Mind, EHPlabs, Bucked Up, RYSE, and RAW Nutrition showcase expanded product ranges and exclusive merchandise.
The program currently operates in six locations across the US, including Los Angeles, Paramus, Houston, Sandy, Frisco, and Port St. Lucie (opening April 2025). These spaces serve as community engagement hubs, featuring custom-branded retail areas, marketing activations, and social content opportunities. Notable events include Bucked Up's helicopter landing promotion and EHPlabs' Houston launch event that attracted over 400 fans.
The Vitamin Shoppe plans to expand the Hometown Stores program throughout 2025, aiming to strengthen brand partnerships while enhancing the local shopping experience.
The Vitamin Shoppe (VSI) ha lanciato un innovativo concetto di 'Hometown Stores', collaborando con importanti marchi di nutrizione sportiva per creare esperienze di vendita al dettaglio migliorate nei rispettivi mercati locali. L'iniziativa prevede spazi dedicati di oltre 200 piedi quadrati all'interno dei negozi esistenti, dove marchi partner come Gorilla Mind, EHPlabs, Bucked Up, RYSE e RAW Nutrition presentano gamme di prodotti ampliate e merce esclusiva.
Il programma attualmente opera in sei località negli Stati Uniti, tra cui Los Angeles, Paramus, Houston, Sandy, Frisco e Port St. Lucie (apertura prevista per aprile 2025). Questi spazi fungono da centri di coinvolgimento della comunità, con aree di vendita al dettaglio personalizzate, attivazioni di marketing e opportunità di contenuti sociali. Eventi notevoli includono la promozione dell'atterraggio in elicottero di Bucked Up e l'evento di lancio di EHPlabs a Houston che ha attirato oltre 400 fan.
The Vitamin Shoppe prevede di espandere il programma Hometown Stores nel 2025, con l'obiettivo di rafforzare le partnership con i marchi mentre si migliora l'esperienza di acquisto locale.
The Vitamin Shoppe (VSI) ha lanzado un innovador concepto de 'Hometown Stores', asociándose con importantes marcas de nutrición deportiva para crear experiencias de venta al por menor mejoradas en sus respectivos mercados locales. La iniciativa cuenta con espacios dedicados de más de 200 pies cuadrados dentro de las tiendas existentes, donde marcas asociadas como Gorilla Mind, EHPlabs, Bucked Up, RYSE y RAW Nutrition exhiben gamas de productos ampliadas y mercancía exclusiva.
El programa actualmente opera en seis ubicaciones en los EE. UU., incluyendo Los Ángeles, Paramus, Houston, Sandy, Frisco y Port St. Lucie (apertura en abril de 2025). Estos espacios sirven como centros de compromiso comunitario, con áreas de venta al por menor de marca personalizada, activaciones de marketing y oportunidades de contenido social. Eventos destacados incluyen la promoción del aterrizaje en helicóptero de Bucked Up y el evento de lanzamiento de EHPlabs en Houston que atrajo a más de 400 fanáticos.
The Vitamin Shoppe planea expandir el programa Hometown Stores a lo largo de 2025, con el objetivo de fortalecer las asociaciones de marca mientras mejora la experiencia de compra local.
The Vitamin Shoppe (VSI)는 주요 스포츠 영양 브랜드와 협력하여 각 지역 시장에서 향상된 소매 경험을 창출하는 혁신적인 'Hometown Stores' 개념을 출시했습니다. 이 이니셔티브는 기존 매장 내 200평방피트 이상의 전용 공간을 제공하며, Gorilla Mind, EHPlabs, Bucked Up, RYSE 및 RAW Nutrition과 같은 파트너 브랜드가 확장된 제품 라인과 독점 상품을 선보입니다.
현재 이 프로그램은 로스앤젤레스, 파라머스, 휴스턴, 샌디, 프리스코 및 포트 세인트 루시(2025년 4월 개장 예정) 등 미국의 6개 지역에서 운영되고 있습니다. 이 공간은 맞춤형 브랜드 소매 지역, 마케팅 활성화 및 소셜 콘텐츠 기회를 통해 지역 사회 참여 허브 역할을 합니다. 주목할 만한 이벤트로는 Bucked Up의 헬리콥터 착륙 프로모션과 400명 이상의 팬을 끌어들인 EHPlabs의 휴스턴 출시 이벤트가 있습니다.
The Vitamin Shoppe는 2025년 동안 Hometown Stores 프로그램을 확장할 계획이며, 브랜드 파트너십을 강화하고 지역 쇼핑 경험을 향상시키는 것을 목표로 하고 있습니다.
The Vitamin Shoppe (VSI) a lancé un concept innovant de 'Hometown Stores', s'associant à de grandes marques de nutrition sportive pour créer des expériences de vente au détail améliorées sur leurs marchés locaux respectifs. L'initiative comprend des espaces dédiés de plus de 200 pieds carrés au sein des magasins existants, où des marques partenaires telles que Gorilla Mind, EHPlabs, Bucked Up, RYSE et RAW Nutrition présentent des gammes de produits élargies et des marchandises exclusives.
Le programme fonctionne actuellement dans six emplacements à travers les États-Unis, y compris Los Angeles, Paramus, Houston, Sandy, Frisco et Port St. Lucie (ouverture prévue en avril 2025). Ces espaces servent de centres d'engagement communautaire, avec des zones de vente au détail personnalisées, des activations marketing et des opportunités de contenu social. Parmi les événements notables figurent la promotion d'atterrissage d'hélicoptère de Bucked Up et l'événement de lancement d'EHPlabs à Houston qui a attiré plus de 400 fans.
The Vitamin Shoppe prévoit d'étendre le programme Hometown Stores tout au long de 2025, visant à renforcer les partenariats de marque tout en améliorant l'expérience d'achat locale.
The Vitamin Shoppe (VSI) hat ein innovatives Konzept für 'Hometown Stores' ins Leben gerufen und arbeitet mit führenden Sportnahrungsmarken zusammen, um verbesserte Einkaufserlebnisse in ihren jeweiligen lokalen Märkten zu schaffen. Die Initiative umfasst dedizierte Verkaufsflächen von über 200 Quadratfuß in bestehenden Geschäften, in denen Partnermarken wie Gorilla Mind, EHPlabs, Bucked Up, RYSE und RAW Nutrition erweiterte Produktlinien und exklusive Waren präsentieren.
Das Programm ist derzeit an sechs Standorten in den USA aktiv, darunter Los Angeles, Paramus, Houston, Sandy, Frisco und Port St. Lucie (Eröffnung im April 2025). Diese Räume dienen als Zentren für Gemeinschaftsengagement und bieten maßgeschneiderte Einzelhandelsflächen, Marketingaktivierungen und Möglichkeiten für soziale Inhalte. Zu den bemerkenswerten Veranstaltungen gehören die Hubschrauberlandungsaktion von Bucked Up und die Eröffnungsveranstaltung von EHPlabs in Houston, die über 400 Fans anzog.
The Vitamin Shoppe plant, das Programm Hometown Stores im Jahr 2025 auszubauen, um die Markenpartnerschaften zu stärken und gleichzeitig das lokale Einkaufserlebnis zu verbessern.
- Strategic expansion of retail presence through innovative partnership model
- Enhanced customer engagement through exclusive merchandise and local community events
- Successful launch events demonstrating strong customer interest (400+ attendees at Houston)
- Planned expansion of program throughout 2025 indicating growth potential
- initial rollout to only six locations
- Significant store space dedication (200+ sq ft) may impact other brand displays
- Heavy reliance on partner brand performance and local market success
Gorilla Mind, EHPlabs, Bucked Up, RYSE, and RAW Nutrition have opened dedicated, immersive retail spaces within The Vitamin Shoppe stores located in their own hometowns
Each Hometown Store features an enlarged, custom-branded retail space within an existing The Vitamin Shoppe location, where partner brands can showcase expanded product ranges, exclusive merchandise, marketing activations and events, and social content opportunities—all tailored to their loyal customer base in the area. The Vitamin Shoppe has teamed up with some of the biggest names in sports nutrition for this initiative, including Bucked Up, EHPlabs, Gorilla Mind, RAW Nutrition, and RYSE, with more set to come. (The EHPlabs locations are uniquely dubbed Community Hubs since the brand is headquartered in
Innovative Retail Collaborations
"These custom-designed, shop-in-shop experiences are a game-changer," said Lee Wright, CEO of The Vitamin Shoppe. "We're offering our brand partners a unique opportunity to create dynamic retail showcases right in their own backyards, where they can connect with their most dedicated customers like never before. By expanding their presence within The Vitamin Shoppe, our partners can truly bring their brand stories to life through exclusive product, events, and content—all while reinforcing our stores as the industry's premier specialty wellness destination."
To date, The Vitamin Shoppe's Hometown Stores and Community Hubs include the following locations and brand partners:
- Gorilla Mind – The Vitamin Shoppe, 101 North Fairfax Ave,
Los Angeles, CA - EHPlabs – The Vitamin Shoppe, 137 East State Rte. 4,
Paramus, NJ - EHPlabs – The Vitamin Shoppe, 7009 Highway 6 North,
Houston, TX - Bucked Up – The Vitamin Shoppe, 10515 South State Street,
Sandy, UT - RYSE – The Vitamin Shoppe, 2995 Preston Rd.,
Frisco, TX - RAW Nutrition – The Vitamin Shoppe, 1756 SW St. Lucie West Blvd,
Port St. Lucie, FL (opening in April 2025)
An Upgraded In-Store Experience
Each Hometown Store or Community Hub is designed to be a fully immersive brand environment, with prominent retail space of 200 square feet or more for each partner brand, featuring large-scale signage, enhanced fixtures and displays, and even custom refrigerators stocked with the brand's energy drinks, protein shakes, and hydration beverages. Customers can shop expanded product assortments and exclusive merch—including apparel and accessories that are unavailable elsewhere at retail, in select locations.
"Partnering with The Vitamin Shoppe to open our Bucked Up Hometown Store in
Hubs of Community Engagement & Marketing
More than just a retail destination, these stores can also serve as centers of community engagement and content creation, where brands create compelling social media moments and customer activations. Bucked Up took things to the next level when their executive team landed a helicopter at their
EHPlabs similarly went big for its Community Hub launch in
"The EHPlabs community understands and values our true commitment and partnership to The Vitamin Shoppe, and it has become the go-to destination for EHPlabs exclusives and first-to-market product launches. As part of the natural evolution of our partnership with The Vitamin Shoppe to create a brand immersive hub for our community, we are proud to launch our first-ever EHPlabs Community Hubs with The Vitamin Shoppe in
What's Next?
The Vitamin Shoppe plans to expand its Hometown Stores footprint in 2025, bringing additional top-tier partner brands into the program and generating continued innovation and excitement at retail within local communities across the
For more information about The Vitamin Shoppe and its partner brands, visit www.vitaminshoppe.com.
About The Vitamin Shoppe®
Lifelong Wellness Starts Here™. The Vitamin Shoppe®, a subsidiary of Franchise Group, Inc., is a global, omnichannel specialty retailer and wellness lifestyle Company with the mission of providing customers with the most trusted products, guidance, and services to support them on their journeys of lifelong wellness. Based in
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SOURCE The Vitamin Shoppe
FAQ
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