The Kroger Co. has completed the sale of Vitacost.com Inc., an e-commerce retailer of vitamins, supplements and other health and wellness products, to iHerb LLC. The transaction closed Jan. 8.
Kroger said the decision to sell Vitacost.com reflects its ongoing review of non-core assets “to determine their ongoing contribution and role within the company as we make progress on our key priorities – simplifying our organization, improving the customer experience and focusing on Kroger’s core business,” according to Ron Sargent, Kroger’s chairman and CEO.
He added that the company believes iHerb is well positioned to help Vitacost reach its full potential outside of Kroger, and that both companies are working together to ensure a smooth transition for employees and customers.
Kroger did not disclose financial terms of the sale and noted that the transaction is not expected to impact the company’s previously issued financial guidance for 2025. Efforts to minimize disruption for Vitacost.com associates and customers were emphasized as part of the process.
In a statement, Emun Zabihi, CEO of iHerb, described the acquisition of Vitacost as a “strategic investment” that leverages the brand’s strong equity, value and trust among American health and wellness consumers.
He noted that Vitacost’s established customer base complements iHerb’s global platform and capabilities, enabling the combined business to further strengthen leadership in the online health and wellness market.
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