The Vitamin Shoppe Acquired, Former Ceo Sharon Leite Returns

The Vitamin Shoppe’s new era begins with a familiar CEO at a time when the supplement market is red-hot

Kingswood Capital Management and Performance Investment Partners have completed their acquisition of The Vitamin Shoppe from Franchise Group, bringing back former CEO Sharon Leite to lead the company once again.

Leite, who previously helmed the vitamins and nutritional supplements retailer from 2018 to 2023, returns as the supplement chain faces increasing competition and shifting consumer habits.

The rest of the executive leadership team remains in place, according to the company.

“After an incredibly rewarding and successful four and a half years in the business, I am thrilled to return to The Vitamin Shoppe,” Leite said. “With the invaluable support of our partners at Kingswood and PIP—leaders in building brands and driving growth in omnichannel retail—we are primed for an exciting new era of expansion. I look forward to collaborating with the board, management team, vendor partners and our dedicated Health Enthusiasts as we build a world-class health and wellness platform that delivers an unparalleled experience to our customers.”

Already, the nutritional supplement OG is making strategic changes to stay ahead in a red-hot market. Taking a cue from top fitness and wellness brands, The Vitamin Shoppe is leaning into experiential retail with the rollout of boutique-style “Hometown Stores” inside select locations. The shop-in-shop concept gives partner brands (especially those with local roots in the same metro area) dedicated space to engage with customers. The move comes as demand surges for supplements, functional beverages and exclusive wellness merchandise, particularly among Gen Z and millennial consumers seeking more personalized, immersive retail experiences.

Following the acquisition, Alex Smith and Beth Kaplan have joined The Vitamin Shoppe’s board alongside Leite and representatives from Kingswood and PIP. Smith, a Kingswood operating partner and current executive chairman at World Market, brings prior experience as chairman of The Vitamin Shoppe and CEO of Pier 1 Imports. Kaplan, a former Rent the Runway executive, also held top roles at GNC, Bath & Body Works, Rite Aid and Procter & Gamble.

“We are thrilled to be able to partner with Sharon, Alex, Beth and the entire team at The Vitamin Shoppe,” Kingswood partner Michael Niegsch and PIP partner Mark Genender said in a joint statement. “We look forward to investing in a variety of brand-building strategies, including further supporting the Health Enthusiasts in running great stores, enhancing the company’s digital marketing and e-commerce capabilities, innovating the private brand portfolio, and working with existing and emerging third-party brands to be the best distribution partner in the market.”

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