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OUR Difference

Our Mission

Everyone is deserving of good health. At The Vitamin Shoppe®, our commitment to good health for all is reflected in our dedicated teams that serve communities across the globe.

Each Health Enthusiast® at The Vitamin Shoppe has a unique story and life experience. We draw pride and strength from a deep appreciation of our differences and collective passion for helping our customers become their best selves, however they define it. This bonds us and drives us to deliver high-quality nutritional and self-care solutions from the most innovative brands, as well as expert guidance to support any health goal.

No matter which direction your journey leads, we’ll help keep you moving forward.

Lifelong wellness starts here.

Our Brand Pillars

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Quality

In every endeavor, we’re led by the pursuit of excellence. We set the highest standards for ourselves, as well as our valued partners. From creating our own tested and trusted brands and products, to implementing seamless customer experiences in-store and online, we settle for nothing short of flawless execution.

Innovation

We don’t chase trends—we set them. Whether it’s serving as a launch pad for the most sought-after brands in wellness, developing new digitally enhanced store concepts, or creating virtual social media hashtag, we push boundaries to soar above the status quo. We are constantly changing and evolving to meet our customers’ needs at any time, any place.

Expertise

We remove the guesswork from every wellness journey through guidance from highly trained store associates, consultations with our certified nutritionists, and prolific original content from our credentialed health and fitness partners. We serve as a 24/7 resource, encouragement-filled destination, and industry authority that our customers can always rely on.

Quality

In every endeavor, we’re led by the pursuit of excellence. We set the highest standards for ourselves, as well as our valued partners. From creating our own tested and trusted brands and products, to implementing seamless customer experiences in-store and online, we settle for nothing short of flawless execution.

Innovation

We don’t chase trends—we set them. Whether it’s serving as a launch pad for the most sought-after brands in wellness, developing new digitally enhanced store concepts, or creating virtual social media hashtag, we push boundaries to soar above the status quo. We are constantly changing and evolving to meet our customers’ needs at any time, any place.

Expertise

We remove the guesswork from every wellness journey through guidance from highly trained store associates, consultations with our certified nutritionists, and prolific original content from our credentialed health and fitness partners. We serve as a 24/7 resource, encouragement-filled destination, and industry authority that our customers can always rely on.

The Power Is in the Partnership

Before, during, and after you ink your deal as a franchise owner with us, our experienced leadership and franchise team are at your service. Decades of retail, finance, and operations experience stands behind and beside our franchise owners as you step into this exciting partnership with The Vitamin Shoppe®.

Lee A. Wright joined The Vitamin Shoppe as Chief Executive Officer in May 2023, after previously serving as interim CEO. Mr. Wright’s specialty wellness retail journey began when he served as Chief Commercial Officer of Franchise Group, Inc., The Vitamin Shoppe’s parent company. His career has included roles in energy services, private equity, and investment banking.

Lee Wright

Chief Executive Officer

Muriel F. Gonzalez was named President of The Vitamin Shoppe in May 2023. Previously serving as Executive Vice President, Chief Merchandising and Marketing Officer, Ms. Gonzalez led all merchandising, marketing, branding, content and creative, product development, and private brands initiatives. She formerly held senior roles at Macy’s, Estée Lauder North America, Ann Taylor, Bergdorf Goodman, and Saks Fifth Avenue. A Magna Cum Laude grad of St. John’s University, Murial was named a Retailer of the Year by WWD in 2013 and honored similarly by Footwear News in 2012.

Muriel Gonzalez

President

Lee Wright

Chief Executive Officer

Lee A. Wright joined The Vitamin Shoppe as Chief Executive Officer in May 2023, after previously serving as interim CEO. Mr. Wright’s specialty wellness retail journey began when he served as Chief Commercial Officer of Franchise Group, Inc., The Vitamin Shoppe’s parent company. His career has included roles in energy services, private equity, and investment banking.

Muriel Gonzalez

President

Muriel F. Gonzalez was named President of The Vitamin Shoppe in May 2023. Previously serving as Executive Vice President, Chief Merchandising and Marketing Officer, Ms. Gonzalez led all merchandising, marketing, branding, content and creative, product development, and private brands initiatives. She formerly held senior roles at Macy’s, Estée Lauder North America, Ann Taylor, Bergdorf Goodman, and Saks Fifth Avenue. A Magna Cum Laude grad of St. John’s University, Murial was named a Retailer of the Year by WWD in 2013 and honored similarly by Footwear News in 2012.

Andy Laudato leads operations across e-commerce, information technology, enterprise project management, supply chain, planning and allocation, strategic sourcing, and scientific and regulatory affairs. Since joining The Vitamin Shoppe® in 2019, he has helped launch a new technology-driven retail format, introduced personalization initiatives, and driven process, speed, and efficiency gains across the supply chain. He previously served as Chief Information Officer at Pier 1 Imports, Inc., for more than 15 years.

Andy Laudato

Executive Vice President, Chief Operating Officer

Jeff Van Orden has been Executive Vice President, Chief Financial Officer since June 2023, responsible for financial planning and analysis, treasury and risk management, accounting, tax, internal audit, and real estate development. Since joining The Vitamin Shoppe in 2013, he has held positions of increasing responsibility, including Director of Manufacturing Finance and Vice President of Financial Planning and Analysis. He is a Certified Public Accountant, graduated Magna Cum Laude from Seton Hall University, and earned an Executive MBA from Rutgers University.

Jeff Van Orden

Executive Vice President, Chief Financial Officer

Andy Laudato

Executive Vice President,
Chief Operating Officer

Andy Laudato leads operations across e-commerce, information technology, enterprise project management, supply chain, planning and allocation, strategic sourcing, and scientific and regulatory affairs. Since joining The Vitamin Shoppe® in 2019, he has helped launch a new technology-driven retail format, introduced personalization initiatives, and driven process, speed, and efficiency gains across the supply chain. He previously served as Chief Information Officer at Pier 1 Imports, Inc., for more than 15 years.

Jeff Van Orden

Executive Vice President,
Chief Financial Officer

Jeff Van Orden has been Executive Vice President, Chief Financial Officer since June 2023, responsible for financial planning and analysis, treasury and risk management, accounting, tax, internal audit, and real estate development. Since joining The Vitamin Shoppe in 2013, he has held positions of increasing responsibility, including Director of Manufacturing Finance and Vice President of Financial Planning and Analysis. He is a Certified Public Accountant, graduated Magna Cum Laude from Seton Hall University, and earned an Executive MBA from Rutgers University.

Neal Panza joined The Vitamin Shoppe® in 2019 and brings more than two decades of experience driving sales and retail operations with a successful track record of improving results. He most recently served in senior-level positions with Williams-Sonoma, Brookstone, and Gymboree Corporation.

Neal Panza

Chief Retail Officer

Teresa Orth oversees all aspects of HR management for The Vitamin Shoppe® including the development of the people strategy, talent development and management, organization effectiveness, compensation, benefits, HRIS, executive staffing, human resources communications, performance management activities, and payroll. Prior to joining The Vitamin Shoppe® in 2012, she served more than 20 years at Toys “R” Us, Inc.

Teresa Orth

Executive Vice President, Chief People Officer

Neal Panza

Executive Vice President,
Sales, Operations, & Services

Neal Panza joined The Vitamin Shoppe® in 2019 and brings more than two decades of experience driving sales and retail operations with a successful track record of improving results. He most recently served in senior-level positions with Williams-Sonoma, Brookstone, and Gymboree Corporation.

Teresa Orth

Executive Vice President,
Chief People Officer

Teresa Orth oversees all aspects of HR management for The Vitamin Shoppe® including the development of the people strategy, talent development and management, organization effectiveness, compensation, benefits, HRIS, executive staffing, human resources communications, performance management activities, and payroll. Prior to joining The Vitamin Shoppe® in 2012, she served more than 20 years at Toys “R” Us, Inc.

As Senior Vice President, Chief Merchandising Officer, Brian Hoke is responsible for merchandising, inventory and analytics, pricing and promotion, space planning, private brands, and quality and commercialization at The Vitamin Shoppe. Mr. Hoke has worked extensively in retail merchandising including 14 years at Macy’s as Group VP, Divisional Merchandise Manager for men’s sportswear and active, women’s shoes, fragrance, and home. In addition, Brian served as Chief Merchant for both SHEEX Inc. and Lord & Taylor.

Brian Hoke

Senior Vice President, Chief Merchandising Officer

Todd Northcutt is the support partner for all FranchiseVees. As Regional Vice-President of Franchise Operations, he works with real estate, construction, and business partners ensuring consistency in all aspects of the program from site selection and post-open operations to training and performance improvement. A veteran of our leadership team for over a decade, Mr. Northcutt manages seven field leaders while overseeing coaching and teaching brand standards to drive efficiency and results.

Todd Northcutt

Regional Vice-President of Franchise Operations

Brian Hoke

Senior Vice President,
Chief Merchandising Officer

As Senior Vice President, Chief Merchandising Officer, Brian Hoke is responsible for merchandising, inventory and analytics, pricing and promotion, space planning, private brands, and quality and commercialization at The Vitamin Shoppe. Mr. Hoke has worked extensively in retail merchandising including 14 years at Macy’s as Group VP, Divisional Merchandise Manager for men’s sportswear and active, women’s shoes, fragrance, and home. In addition, Brian served as Chief Merchant for both SHEEX Inc. and Lord & Taylor.

Todd Northcutt

Regional Vice-President of Franchise Operations

Todd Northcutt is the support partner for all FranchiseVees. As Regional Vice-President of Franchise Operations, he works with real estate, construction, and business partners ensuring consistency in all aspects of the program from site selection and post-open operations to training and performance improvement. A veteran of our leadership team for over a decade, Mr. Northcutt manages seven field leaders while overseeing coaching and teaching brand standards to drive efficiency and results.

Sheri Israel-Duarte joined The Vitamin Shoppe® in 2016. Before stepping into the role of Franchise Relations Manager, she supported internal training and product education initiatives.

Sheri Israel-Duarte

Manager of Franchise Relations

Sheri Israel-Duarte

Manager of Franchise Relations

Sheri Israel-Duarte joined The Vitamin Shoppe® in 2016. Before stepping into the role of Franchise Relations Manager, she supported internal training and product education initiatives.

The Resources You Need Are a Click Away

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The Vitamin Shoppe®
Franchise Brochure

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The Vitamin Shoppe®
Path to Ownership

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The Vitamin Shoppe®
Franchise Opportunity Overview

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Rick & Rochelle Cantrell

FranchiseVees in Valparaiso, IN

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Mike & Anna Day

FranchiseVees in Medina, Ohio

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Ed Zausch

Multi-Unit FranchiseVee in Florida

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Ed Martin & Alex Pare

FranchiseVees in Hanover, MA

Press Room

In the News

The Vitamin Shoppe® Wraps Its Best Quarter Yet
The Vitamin Shoppe® Awards Largest Franchise Deal to Date
Wait, The Vitamin Shoppe® Awarded How Many Franchises This Summer?
The Vitamin Shoppe® Opens First-Ever Franchise Store in Greensboro, N.C.
The Vitamin Shoppe® Fast-Tracks Success in Prime Locations for Franchisees!
The Vitamin Shoppe® FranchiseVees Reflect on Opening First of Three Planned Stores

Frequently Asked Questions

Candidates will proceed through the nine steps of our franchise journey in an average of six to eight weeks. Each candidate and territory is unique, and variables such as identifying the right development area, reviewing franchise documents, and the preparation and execution of the franchise agreement can impact the timeline.

REVIEW THE PROCESS

Yes, it is available in the Item 19 section of our Franchise Disclosure Document (FDD), provided to all candidates in the fifth step of our process.

Our model is versatile and can be built out as an end cap, inline, or free-standing retail space.

The estimated investment range is $528,000-$976,900. At minimum, you must have a $750,000 net worth and $200,000 in liquidity.

Yes! The Vitamin Shoppe® is your strategic partner in making data-informed decisions when it comes to finding the best spot in a city for foot and drive-by traffic. Your store will be outfitted with our latest brand and design standards. We provide custom digital planograms (i.e., detailed maps) to streamline stocking your shelves. Backed by data from our traffic counters and heat maps, these ensure the best-selling products are in prime locations, and take the guesswork out of displaying your merchandise.

The Vitamin Shoppe® locations are available across all states, except Oregon and Washington.

SEE AVAILABLE MARKETS

Yes. Franchise owners are required to attend 2 weeks of pre-opening training at a company designated training store, ideally with their Store Manager. In addition, there are specific learning paths designed for each role in the store. You will receive on-site support in advance of—and through—your store’s opening, as well as weekly conference calls leading up to your in-store training experience where we will review policies, procedures, and key support tools such as the Store Operations Manual. Additionally, The Vitamin Shoppe® University stays up to date with the latest and greatest health and wellness information to help educate your store team.

No prior business or franchise experience in health and wellness is necessary. An ideal FranchiseVee has a growth mindset to help develop new markets, strong business acumen and expertise, and a passion for health and wellness.

Profitability will vary depending on several factors such as the location, operating costs, financing terms, etc. You will have the opportunity to review the performance of our stores upon receipt of our Franchise Disclosure Document.

Ready to Become a FranchiseVee?

Start your journey with us today by scheduling a call with our franchise development team.

GET STARTED