The Vitamin Shoppe announced the launch of its first-ever franchise store, located in Greensboro, North Carolina. The store represents a milestone in The Vitamin Shoppe's 45-year history as the company embarks on an innovative new franchising growth strategy. The Greensboro store is an existing location previously operated by The Vitamin Shoppe and now converted to a franchise unit.

The franchisee is a group of partners, comprising Muhammad Kamran Awan, Preet Kamal, Gurmeet Singh, and Husnain Bajwa, who are leading entrepreneurs in the Greensboro area. The partners own and operate multiple businesses across hotels, restaurants, real estate, property management, and retail in the region. Under terms of the franchise agreement, the partners will renovate the Greensboro store into The Vitamin Shoppe's updated Innovation format, as well as open three new stores by 2024 within their franchise territory in greater Greensboro.

Announced in 2021, The Vitamin Shoppe's franchise model offers independent retail operators the opportunity to open stores in their own communities around the United States for the first time since the company's founding in 1977. The Vitamin Shoppe is focused on opening new franchise locations, with the potential for select conversions of existing stores when part of a franchisee's mutually agreed-upon strategic development plan.