The Vitamin Shoppe open for business — in LA Fitness

The Vitamin Shoppe is expanding into a new distribution channel.

The retailer is partnering with LA Fitness to open Vitamin Shoppe shops inside LA Fitness health clubs. To date, Vitamin Shoppe has opened shops in nine LA Fitness health clubs, with three on the East Coast (Union, N.J.; Huntington Station, N.Y.; and Farmingville, N.Y.) and six in Florida (Boca Raton, Tampa,  Lakewood Ranch, Dunedin, Palm Harbor and Lake Mary.)

The shops, which are about 300 sq. ft. each, are operated and staffed by Vitamin Shoppe. They offer a curated assortment of sports nutrition products, vitamins, minerals and supplements along with on-the-go healthy snacks and beverages, for a total of about 900 skus in all.

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RSK: Great concept. Why not go to where more of your customers are? You will see more of this kind of pop-up shops happening...