News Summary

The Vitamin Shoppe is enhancing its leadership team with the appointments of Monika Grabania as Vice President of Digital Marketing and Erica Evans as Vice President of Inventory Planning. These executives bring over 20 years of experience each in their respective fields, aiming to boost the company’s growth and improve customer experiences. This strategic move follows a change in ownership, and the company is poised for innovative retail strategies, including local brand showcases.

The Vitamin Shoppe Welcomes New Leaders to Propel Growth Forward

The Vitamin Shoppe, a beloved destination for health and wellness products, is shaking things up in a big way! Recently, the company announced the addition of two dynamic executives to its leadership team to help steer the ship towards exciting new horizons. These new appointments come as part of a broader effort to enhance the company’s operations and customer experience.

Meet Monika Grabania – The Digital Marketing Whiz

First up is Monika Grabania, who is stepping into the role of Vice President of Digital Marketing effective December 1, 2025. With an incredible track record of over 20 years in global beauty, retail, and consumer brands, Monika is well-equipped to dive into the digital landscape. Prior to joining The Vitamin Shoppe, she was making waves at Flora Food Group North America as their Head of Digital Transformation, Media, and E-commerce, where she notably boosted e-commerce sales.

Monika’s experience doesn’t just stop there! She’s also known for her time at L’Oréal USA and A&E Television Networks, where she gained invaluable insights into digital marketing strategies. In her new role, she’ll be overseeing all digital marketing initiatives aimed at enhancing customer engagement, fostering brand loyalty, and reaching even more customers through various digital channels. It’s safe to say that Monika is ready to roll up her sleeves and take The Vitamin Shoppe’s online presence to the next level!

Introducing Erica Evans – Master of Inventory Planning

Next, we have Erica Evans, who joined the team earlier this fall as the Vice President of Inventory Planning. Erica also brings a wealth of experience to the table, boasting over 20 years in merchandising and inventory management across various retail channels, including both e-commerce and brick-and-mortar. Prior to her appointment, she served as Vice President of Merchandise Planning at GNC and even held the position of Managing Director at Praia Beauty Group. Additionally, she has over 13 years of experience in senior merchandising roles at HSN.

In her new role at The Vitamin Shoppe, Erica will be responsible for leading inventory planning, forecasting, and allocation to ensure that products are available when customers want them. Her goal is to optimize product availability and sales productivity, making the shopping experience as smooth as possible.

The Company’s New Direction

These executive appointments come at a pivotal time for The Vitamin Shoppe, following a change in ownership to private equity firms Kingswood Capital Management and Performance Investment Partners. Earlier this year, CEO Sharon Leite, who previously led the company from 2018 to 2023, returned to spearhead the company’s efforts during this transitional phase. The Vitamin Shoppe’s previous owner, Franchise Group, had filed for Chapter 11 bankruptcy, selling the company for a whopping $193.5 million.

Exciting Future Ahead

With these strategic appointments, the Vitamin Shoppe is clearly set on a path of growth and innovation. In addition to enhancing their leadership team, the company is also experimenting with fresh retail concepts such as “Hometown Stores”. These stores aim to showcase local brands across various states, which could create a unique shopping experience and encourage a sense of community.

In conclusion, the future looks bright for The Vitamin Shoppe as Monika and Erica step into their new roles, poised to make significant contributions to the company’s growth strategy. As they bring their expertise and vision to the table, customers can look forward to an even more engaging shopping experience. Cheers to new beginnings at The Vitamin Shoppe!

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• Retail Dive
• Wikipedia: The Vitamin Shoppe
• Mass Market Retailers
• Google Search: The Vitamin Shoppe
• PR Newswire
• Google Scholar: The Vitamin Shoppe
• Store Brands
• Encyclopedia Britannica: The Vitamin Shoppe
• ROI-NJ
• Google News: The Vitamin Shoppe leadership

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