#105: Jack Gayton - How The Vitamin Shoppe Picks Brands

The PricePlow Podcast

https://blog.priceplow.com/podcast/jack-gayton-vitamin-shoppe-105

In July of 2023, The Vitamin Shoppe held their annual Wellness Summit, a corporate event where key presentations and discussions are given by employees and partnered brands, highlighting industry trends and business plans.

While there, we had Jack Gayton, The Vitamin Shoppe’s Divisional Vice President of Merchandising on the podcast along with Aaron Heidebreicht, Chief Commercial Officer of Kaged (and repeat visitor to the podcast).

The conversation focuses on how major retailers like The Vitamin Shoppe see the world, and what brands need to do to earn their interest, trust, and long-term business. With Aaron, we also get to hear some strategy from the brand side as well.

The Vitamin Shoppe continues to make a big push in the Fit Lifestyle space (what many of us consider to be “sports nutrition” or “active nutrition”), and Jack states that they’ll continue to focus on energy drinks, functional foods, and functional beverages.

This is an excellent listen for anyone interested in the major retail space of the supplement industry.

https://www.youtube.com/watch?v=PIxky9L8Hm8

Before beginning, you can also watch this recap:

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Detailed Show Notes with Jack Gayton of Vitamin Shoppe

• (0:00) – Introductions
• (2:15) – Trends from Jack’s perspective
• (4:30) – Has social media changed the buyer’s role?
• (6:45) – Sellouts are BAD for Retailers
• (8:45) – Stable supply chain from the brand’s perspective
• (10:45) – What does a buyer value hearing from a brand?

More detailed show notes are coming soon!

Where to Find Jack

• Jack Gayton on LinkedIn
• The Vitamin Shoppe on Instagram

Where to find Aaron and Kaged

• Sign up for Kaged news alerts on PricePlow
• Follow @Kaged on Instagram
• Follow Aaron Heidebreicht on LinkedIn

Thanks to Jack and the entire staff at The Vitamin Shoppe for having us, and thank you to Kaged for sponsoring the trip and allowing us to take part.

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