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Vitamin Shoppe intros Launchpad for emerging brands

The Vitamin Shoppe is looking to facilitate the discovery of new brands and innovative products through a vendor incubation program. Launchpad, as the Secaucus, N.J.-based retailer has dubbed the program, is meant to introduce emerging products and brands to shoppers through its relationships with vitamin and supplement brands, it said.

"We strive to bring only the best products to market and pride ourselves on our ability to identify brands that have the potential to become market leaders,” said Dave Mock, executive vice president and chief merchandising and marketing officer at the Vitamin Shoppe. “As a trusted specialty wellness retailer, not only do we strive to bring the most innovative solutions to our customers but also provide guidance, resources, and support that will help empower our vendor partners to create quality supplements customers can trust.”

The company highlighted some of the brands it has launched, including Garden of Life, which grew out of a 20-year relationship to be the top brand in the natural products industry today. Other brands in whose growth the Vitamin Shoppe said it played a role include collagen brand NeoCell and No Cow.

"We have partnered with The Vitamin Shoppe over the years to help launch innovative products nationwide and believe their Health Enthusiasts are the No. 1 resource for education and information,” said Garden of Life CEO Brian Ray. “We're two amazing companies with a common goal of leading by example to deliver outstanding results.”

The Vitamin Shoppe also highlighted the recent launch of vegan supplement company Ora Organic into its stores, marking the brand’s retail debut.

"The team at the Vitamin Shoppe have been incredible to work with," said Erica Bryers, co-founder of Ora Organic “Their support for new vendors and thoughtfulness in launching our brand in-store has blown us away. We’re absolutely thrilled to become part of the VS family.”
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