Black female-owned brand teams up with The Vitamin Shoppe
Founded by Samia Gore in 2017, BCRX is a self-funded wellness brand which has grossed over $10 million in sales in just under 4 years. Offerings include a variety of formats, from protein powders to supplements to superfood bars.
“We are honored and excited to be launching at one of the top retailers of nutritional supplements in the country and to make these wellness products more accessible to customers across the country and support their journey towards wellbeing,” Gore told us.
Weight loss and beyond
This year, BCRX expanded from a weight management brand to include areas such as energy, skin health and overall nutrition. The launch at The Vitamin Shoppe’s brick-and-mortar retail stores follows the brand’s recent rebranding and repackaging campaign, which included the launch of five new product lines of plant-based, vegan supplements, including TRIM, THRIVE, GLOW, NOURISH and PERFORM.
According to the company, BCRX is the first Black female-owned brand to launch in the retailer’s weight management category.
“The process of getting the TRIM line on the shelves at the Vitamin Shoppe has been such a rewarding journey because there is a lack of representation of African American women in the health and wellness space, and I knew I wanted Body Complete Rx to fill that void. As an African American and female entrepreneur making history in the male-dominated supplement industry, I hope to inspire other like-minded brands who will join me in ensuring wellness is all-inclusive,” Gore told NutraIngredients-USA.
Lineup
The TRIM line includes:
- Boost Metabolism Drops ($50) - Adaptogenic metabolism boosting drops made with African mango and herbs such as rhodiola, maca and astragalus.
- Control Appetite Suppressant Capsules ($40) - Appetite suppressant capsules formulated with green tea and raspberry ketones.
- Renew Energy Drops ($40) - Drops made with riboflavin, niacin and vitamin B12.
BCRX’s TRIM line is slated to hit the shelves of over 700 Vitamin Shoppe locations nationwide on August 1.
The Vitamin Shoppe strategy
In the past year, the Vitamin Shoppe has executed product launches with a number of brands such as Alani Nu, Ghost, Zoa, Goli, and Martha Stewart CBD.
The Vitamin Shoppe said they are driving growth through a comprehensive strategy of merchandising initiatives, operational enhancements and marketing innovations. Some of these initiatives include the expansion of an innovation-focused retail format; building a reputation as a leading destination for CBD; the reimagining of the Healthy Awards loyalty program; the launch of an Asia business; and partnerships with trailblazers in the wellness space such as WW (formerly Weight Watchers).
Earlier this month, the Vitamin Shoppe announced its first-ever franchising program in the company’s 44 years of corporate ownership history.
