The Vitamin Shoppe to be acquired by private equity

The Vitamin Shoppe operates more than 650 stores.

Health and wellness retailer The Vitamin Shoppe is getting new owners.

Kingswood Capital Management and Performance Investment Partners, said they have entered into a definitive agreement to acquire The Vitamin Shoppe from Franchise Group (FRG), which filed for bankruptcy in November 2024. Bloomberg Law put the cost of the deal at $193.5 million.

Based in Secaucus, N.J.,  The Vitamin Shoppe operates more than 650 stores in the United States under The Vitamin Shoppe and Super Supplements banners, along with an e-commerce site. The assortment includes vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies and more from a line-up that leans heavily into proprietary brands.

The deal, which is expected to close later in the second quarter of this year, comes weeks after the retailer unveiled a new in-store concept, called Hometown Stores,  that pairs a local store with a top partner brand that has its company headquarters and/or deep roots in the same metro area.

“We plan to make significant investments in the company’s third-party brand relationships, research and development across The Vitamin Shoppe’s owned proprietary brand portfolio, upgrades to the store fleet, and improvements to the omni-channel digital platform to deliver the best possible experience to customers,” Kingswood Partner Michael Niegsch and PIP Partner Mark Genender said in a statement. 

“Further,” they continued, “The Vitamin Shoppe is the perfect partner for emerging and growing brands that can benefit from access to over 650 retail doors and The Vitamin Shoppe’s millions of loyalty members at a time in history when it is more important than ever for these brands to demonstrate success and traction in physical retail as well as online.”