The Vitamin Shoppe names Hoke VP, GMM

David Salazar
Managing Editor
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A longtime retail merchandising veteran is joining The Vitamin Shoppe. Brian Hoke has been named the Secaucus, N.J.-based retailer’s vice president and general merchandise manager, with oversight of all merchandising functions and related margin drivers, including product, promotion and inventory management. 

Most recently, Hoke was chief merchant for bedding, sleepwear and mattress e-tailer Sheex. His 25 years of experience in senior merchandising includes time as chief merchant of Lord & Taylor, as well as co-president of Lord & Taylor for the 7 months leading up to its acquisition. Hoke also spent 14 years with Macy’s, where he held various merchandising roles on increasing responsibility. 

Brian Hoke (via LinkedIn)

With this appointment, the retailer also has shifted inventory planning, as well as pricing and promotions, into the merchandising function to provide the new executive with full ownership of The Vitamin Shoppe’s profit and loss.

“Brian is an important asset to our mission to build on the positive momentum of our business, much of it driven by a rigorous focus on quality, innovation, and expertise in our merchandising strategy,” said Muriel Gonzalez, executive vice president and chief merchandising and marketing officer at The Vitamin Shoppe. “Throughout his merchant career, Brian has grown revenue and increased market share within his categories by creating and executing winning assortments, trend-right innovation, and savvy inventory tactics. He is a strategic leader and mentor who inspires his teams to deliver outstanding results and will help accelerate our current growth trend at The Vitamin Shoppe.”
Hoke fills a vacancy left last month when the company promoted Day Gooch to the role of vice president of quality and commercialization. In his new role, Gooch is tasked with leading sourcing new manufacturers and strengthening execution with existing manufacturers while also leading the company’s private and vendor brand science and regulatory functions.