The Vitamin Shoppe Launches New Product Innovation With Healthy Natural Solutions

The Vitamin Shoppe specialty retailer and manufacturer of nutritional products, announced today that it entered into a “Platinum Vendor Relationship” with Healthy Natural Solutions, (HNS) and its brand NU LIFE Therapeutics. Beginning this August, The Vitamin Shoppe will be the first retailer to launch NU LIFE Therapeutics to the US market. The Canadian-based brand has been a trusted provider of premium, natural therapeutics in Canada for more than fifty years, empowering customers to live their healthiest life with its pure, proven and powerful line of supplements. As an organization dedicated to providing best-in-class options to its customers, The Vitamin Shoppe is pleased to offer the NU LIFE Therapeutics line of products, while also introducing a new go-to-market business model.

The relationship between The Vitamin Shoppe and Healthy Natural Solutions is part of the Company’s Platinum Vendor Program, a strategic incubation partnership available only to a select number of vendors. The Platinum Vendor Program will provide the NU LIFE Therapeutics brand with enhanced visibility in stores and online, a deeper level of access to The Vitamin Shoppe’s Health Enthusiasts and further opportunities to participate in the Vitamin Shoppe’s marketing programs.  In return, The Vitamin Shoppe will receive an increased level of financial commitment from Healthy Natural Solutions as well as access to NU LIFE Therapeutics innovation and brand launch exclusivity, allowing the opportunity for both companies to enjoy the success of the relationship over a longer period of time.

“With our Platinum Vendor Program, we are creating a special level relationship that allows us to positively impact as well as benefit from the long-term success of a brand,”

“With our Platinum Vendor Program, we are creating a special level relationship that allows us to positively impact as well as benefit from the long-term success of a brand,” said Colin Watts, CEO and Chief Health Enthusiast at The Vitamin Shoppe.” We are thrilled to have HNS and NU LIFE as the first strategic partner in an evolving and valuable part of our business.”

Scientifically formulated by a leading naturopathic doctor, NU LIFE Therapeutics’ formulas use clinically proven ingredients which are naturally derived and free of common allergens and genetically modified substances, providing quality research-based solutions to help customers meet their health goals. The line consists of 18 products across multiple categories including multi vitamins, bone and joint health, digestive health aids, heart health, women’s health, men’s health and more and is priced from $24.99.  Beginning August 2017, NU LIFE Therapeutics products will be available exclusively at select The Vitamin Shoppe stores and online at vitaminshoppe.com.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.