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SECAUCUS, N.J. – The Vitamin Shoppe has launched its innovative Hometown Stores concept, an initiative designed to deepen brand partnerships and enhance the in-store shopping experience in select markets.
The new retail model pairs The Vitamin Shoppe’s locations with prominent partner brands rooted in the same metro area, creating exclusive shopping destinations tailored for brand enthusiasts and the local wellness community.
Each Hometown Store features an expanded, custom-branded retail space within a The Vitamin Shoppe location, allowing partner brands to showcase a wider product selection, exclusive merchandise, and interactive marketing activations. The initiative has launched with top sports nutrition brands including Bucked Up, EHPlabs, Gorilla Mind, RAW Nutrition, and RYSE, with more expected to join.
“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.”
The first wave of Hometown Stores and EHPlabs’ uniquely named Community Hubs includes:
- Gorilla Mind – 101 North Fairfax Ave, Los Angeles, CA
- EHPlabs – 137 East State Rte. 4, Paramus, NJ
- EHPlabs – 7009 Highway 6 North, Houston, TX
- Bucked Up – 10515 South State Street, Sandy, UT
- RYSE – 2995 Preston Rd., Frisco, TX
- RAW Nutrition – 1756 SW St. Lucie West Blvd, Port St. Lucie, FL (opening April 2025)
Each location is designed to offer a fully immersive brand experience, featuring large-scale signage, enhanced fixtures, and dedicated retail spaces of 200+ square feet. Customers can explore exclusive products, branded apparel, and even custom refrigerators stocked with energy drinks, protein shakes, and hydration beverages.
“Partnering with The Vitamin Shoppe to open our Bucked Up Hometown Store in Sandy, Utah, was a natural fit—giving us a space where the community can fully experience our brand,” said Ryan Gardner, CEO of Bucked Up. “This location showcases our full product lineup, exclusive drops, and immersive in-store activations, giving customers an all-access pass to the Bucked Up lifestyle. The response has been incredible, and we’re excited to continue pushing the boundaries of innovation with The Vitamin Shoppe.”
Beyond retail, these stores serve as engagement centers where brands can host events and create social media content. EHPlabs recently drew over 400 fans to a Community Hub launch in Houston, featuring fitness contests, influencer meet-and-greets, and exclusive giveaways. Meanwhile, Bucked Up made a splash by landing a helicopter at its Sandy, UT location for a high-profile launch video.
“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 Houston and New Jersey. Our vision is to bring the EHPlabs brand to life within these stores, execute new product development and cool exclusives, and be able to engage with our community at a deeper level by creating a feedback loop for experimental flavors and products,” said Izhar Basha, CEO of EHPlabs.
