GNC own brands to hit Walmart

GNC is bringing some of its most trusted products to Walmart via a freshly inked agreement that grows the vitamin retailer’s wholesale presence.

Through the partnership, Walmart will carry a curated selection of GNC’s own brand products, beginning with a selection of men's and women’s essential vitamins at 4,000 Walmart stores. 

"Millions know and trust our brand, and with this collaboration we can deliver the GNC experience to a whole new group of consumers. With retailers like Walmart in our court, I'm confident our expanding wholesale distribution will continue making GNC the most trusted and recognized personal health-and-wellness brand in the marketplace," said Josh Burris, GNC CEO. "The future of the wellness industry has a place for everyone, and GNC is making a healthy lifestyle more accessible than ever by delivering quality products to consumers via Walmart's expansive network of stores."

Over time, GNC said that it would be adding weight management and sports nutrition products, also under its own brands, via Walmart’s U.S. footprint. 

The move appears to be aimed at getting GNC products in front of more consumers through Walmart, with the goal of converting Walmart shoppers into GNC patrons. For Walmart, the retailer also recently partnered with Gap to deliver an exclusive line of home goods products under the Gap Home name.

“We'll be making an impact on new consumers every day in Walmart stores, and when they are ready to take their wellness journeys to the next level, we will welcome them in our stores for the full GNC and coach experience,” Burris said. “When you're creating long-term consumers and driving growth at this level, that's where the magic happens.”

Similarly, Target partnered with Ulta Beauty, having the cosmetics and beauty store curate a product assortment for Target.