AI

The Vitamin Shoppe debuts innovation store in New York City

Photo: The Vitamin Shoppe

February 3, 2026

Summarize withChatGPTGrokPerplexityClaude

The Vitamin Shoppe has launched an 'Innovation Store" at 157 East 86th street in the Upper East Side of New York City.

This location is the first to introduce Shoppe Advisor, The Vitamin Shoppe's AI-powered, interactive discovery tool designed to enhance in-store education, engagement and personalization, according to a press release.

Via a digital touchscreen, Shoppe Advisor provides instant access to detailed product information and expert-sourced wellness content, including articles and videos searchable by health goals, trends and brands.

The tool also enables real-time inventory checks in stores and on vitaminshoppe.com.

"We are thrilled to open this new Innovation Store with Shoppe Advisor elevating the customer journey," Jim Abbatemarco, executive vice president and chief retail officer of The Vitamin Shoppe, said in the release. "With our expansive assortment and the personalized support of our expert Health Enthusiast associates, The Vitamin Shoppe is making it easier and more engaging for New Yorkers to shop all their favorite health and wellness essentials."