The Vitamin Shoppe names chief merchant, marketer

David Salazar
Managing Editor
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The Vitamin Shoppe has a new executive leading its merchandising and marketing efforts. The company has named Muriel Gonzalez its chief merchandising and marketing officer. 

Gonzalez is charged with leading such efforts at the company as product development and private brand iniatiaives, as well as driving an overall vision for the specialty retailer's ongoing reinvention. 

Muriel Gonzalez

"Muriel brings vast experience in brand building, product development and innovation, and driving revenue growth in a specialty environment,” said Sharon Leite, CEO of The Vitamin Shoppe. “Her talents in forging vibrant vendor relationships and strategic partnerships will be crucial to the continued revitalization of our product assortments and total customer experience. Additionally, Muriel's unique perspectives from fashion and beauty will be a defining factor as we evolve and elevate The Vitamin Shoppe brand, strengthening the vital connection between our merchandise and messaging.”

The Vitamin Shoppe has been particularly busy on the private brand front. This year, the Secaucus, N.J.-based retailer has introduced its Vthrive. The Vitamin Shoppe brand of vitamins, supplements and essential oils, as well as Fitfactor, a weight management line of supplements, powders, and bars. At the same time, it has been rethinking its retail layouts. 

Gonzalez joins the retailer from Macys, where she held various leadership positions during her more than a decade with the department store chain. She also has held senior roles at Bergdorf Goodman, Estée Lauder, Saks Fifth Avenue and Ann Taylor. 

“I have seen the interest in healthy, active lifestyles influence trends across the entire retail landscape for years. I'm especially excited to join the dynamic team at The Vitamin Shoppe at a time when this interest is more relevant than ever, and the need for a trusted brand in the wellness space is greater than ever,” Gonzalez said. “The Vitamin Shoppe embodies the values of quality, innovation, and expertise better than any of its peers, and I see incredible opportunities to reach new consumers, new categories and a new lifestyle positioning that truly delivers on the potential of this brand.”