The Vitamin Shoppe Bets on AI with Flagship 'Innovation Store' in New York's Wellness Corridor
This analysis is based on a report originally published by Retail Dive.
NEW YORK — In a strategic push to redefine in-store health retail, The Vitamin Shoppe has opened a new flagship location in Manhattan equipped with an artificial intelligence tool dubbed the 'Shoppe Advisor.' The move signals the company's focus on leveraging technology not to replace staff, but to augment the customer experience with personalized education and product discovery.
Situated on a bustling stretch near top gyms and wellness brands, the store is positioned as a hub for New York's health-conscious consumers. "We're embedding technology to foster more informed, dynamic conversations between our Health Enthusiast associates and customers," said Jim Abbatemarco, the company's executive vice president and chief retail officer. "It's about making the journey to wellness easier and more engaging."
The store opening follows a period of significant transition for the retailer. Last April, The Vitamin Shoppe was acquired by private equity firms Kingswood Capital Management and Performance Investment Partners for $193.5 million from Franchise Group, which later filed for Chapter 11 bankruptcy. Under new ownership, the company has seen a wave of executive appointments, including the return of former CEO Sharon Leite and the hiring of Mike Forbes as chief strategy officer.
Analysts view the AI-enabled store as a critical test for the retailer's revitalization strategy. "This isn't just a new store; it's a statement of intent," said retail analyst Marcus Chen. "After the ownership change, they're betting that high-touch, tech-augmented service can differentiate them in a crowded market. The real challenge will be scaling this personalized experience profitably."
The 'Shoppe Advisor' initiative is part of a broader experimentation with store formats. Last year, the company tested a smaller, community-focused 'Hometown Stores' shop-in-shop concept in several states, highlighting local brands.
What People Are Saying
David R., Fitness Instructor & Regular Customer: "I tried the AI kiosk today. It asked some surprisingly detailed questions about my routine and suggested a combos I hadn't considered. It felt less like a sales pitch and more like a consultation. My associate used the info to give even better advice."
Linda Torres, Retail Technology Consultant: "The integration here is smart—using AI as a support tool for staff, not a replacement. It addresses a key pain point in specialty retail: empowering associates with deep, instant product knowledge. If the data is used well, it could significantly boost loyalty and average transaction value."
"Skeptical Steve," Commenter on a Retail Forum: "Oh great, another 'AI-powered' gimmick. Just what I need when buying vitamins—a chatbot to upsell me. This feels like a desperate PR stunt by a company that just got bought out of bankruptcy. Let's see if this 'innovation' lasts longer than their previous management team did."
Anya Patel, Small-Scale Supplement Brand Owner: "As a vendor, I'm intrigued. Their Hometown Stores concept gave niche brands like mine a platform. If this AI can intelligently match customers with lesser-known, high-quality products based on real needs, it could be a game-changer for discovery beyond the mainstream big brands."