GNC is expanding its distribution channel for a selection of its vitamins and supplements with an exclusive deal with Walmart to sell the products in the more than 4,000 Walmart brick-and-mortar stores and on the company's online sales platform.
Wellness for all
"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, Chief Executive Officer of GNC. "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."
Through this partnership, Walmart will be carrying a curated product assortment that the company said provides the level of innovation and science-backed expertise that is synonymous with the GNC brand.
Down the road GNC said it plans to expand the offerings covered by the deal to include additional sports nutrition and weight management products throughout Walmart stores.
Burris previously hinted at the distribution expansion, telling NutraIngredients-USA in February that the retailer plans on “Doubling down on strategic wholesale partnerships to provide consumers with convenient access to trusted GNC products through the retailers they shop at daily.”
Last October, GNC completed its sale out of bankruptcy court to Chinese shareholder Harbin. As part of the bankruptcy plan, Harbin Pharmaceutical Group Holding Co. purchased GNC for about $750 million. GNC closed roughly a thousand stores, most of which were located inside shopping malls.
Earlier this year, GNC partnered with Shipt to offer same-day delivery of its vitamins, supplements and fitness equipment nationwide.
Looking ahead, Burris said the retailer will 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. When you're creating long-term consumers and driving growth at this level, that's where the magic happens."