Vitamin Shoppe opens franchise in Valparaiso • Northwest Indiana Business Magazine

Vitamin Shoppe opens franchise in Valparaiso

Owners Rick and Rochelle Cantrell celebrated the grand opening of The Vitamin Shoppe franchise in Valparaiso on Feb. 2.
Owners Rick and Rochelle Cantrell celebrated the grand opening of The Vitamin Shoppe franchise in Valparaiso on Feb. 2. (Provided by the Vitamin Shoppe)

Rick and Rochelle Cantrell are loyal customers of The Vitamin Shoppe. So much so that they opened their own franchise in Valparaiso. They celebrated a grand opening Feb. 2 at the store's location at 1805 E. Lincolnway.

“The Vitamin Shoppe will be our first business venture together as a couple, and we can't wait to share our passion and provide great health and wellness solutions to our hometown,” Rochelle Cantrell said in a press release.

The company says the Valparaiso store will be the first of many openings this year.

“They are longtime customers of The Vitamin Shoppe who have taken their personal passion for wellness and applied it to building a dynamic, local business that will support the health and well-being of their own community,” said Laura Coffey, chief financial officer of The Vitamin Shoppe, in a press release. “This store is the first of many to open in the coming months and years, as franchising becomes a significant retail growth engine for The Vitamin Shoppe, building upon our industry-leading position in the flourishing health and wellness space.”

A subsidiary of the Franchise Group, the Vitamin Shoppe offers vitamins, minerals, supplements and other green living products. The company has 58 franchise territories with 15 franchise partners. The Valparaiso location joins 10 others in the state, including Region stores in Highland, Merrillville and Mishawaka. Twelve more stores nationwide are schedule to open in 2023.

The 46-year-old company recently was recognized by “Entrepreneur” magazine as one of the top 500 franchises.

“The past year underscores the extraordinary opportunities that the franchise industry presents for entrepreneurs of all levels,” “Entrepreneur” editor-in-chief Jason Feifer said.

The Vitamin Shoppe was founded in 1977 and is based in Secaucus, New Jersey. It opened its first franchise store in 2022. The company has 680 locations. And it sells about 700 national brands.


  • Heather Pfundstein

    Heather Pfundstein is the managing editor of Northwest Indiana Business Magazine and She is an award-winning journalist with more than 25 years of experience in Northwest Indiana and northern Illinois newsrooms. She earned a Bachelor of Science degree in journalism from Southern Illinois University. She has worked for the magazine since 2018.

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