Kingswood Capital and Performance Investment Partners (a new fund formed in 2024) are joining forces to scoop up the vitamins and supplements brand from Franchise Group, betting big on the booming wellness space.

The move comes after Franchise Group filed for bankruptcy in November, 2024.

The Vitamin Shoppe, headquartered in Secaucus, New Jersey, operates over 650 retail stores and offers a wide range of nutritional products, including vitamins, minerals, and specialty supplements. Kingswood and Performance Investment Partners plan to invest in enhancing the company’s proprietary brand portfolio, upgrading its store fleet, and improving its omnichannel digital platform to better serve customers.