The Vitamin Shoppe opened 300-square-foot shops inside 9 LA Fitness health clubs.
These in-gym shops serve up sports-nutrition products and on-the-go healthy snacks and beverages, as well as vitamins, minerals and supplements. The Vitamin Shoppe pays rent on the shops and employs its own salespeople. The companies are monitoring the format through March to determine whether to open more. One location is in Union, N.J., and two are on Long Island, in Farmingville and Huntington Station. The remainder are in Florida: in Boca Raton, Dunedin, Lake Mary, Lakewood Ranch, Palm Harbor and Tampa. The Vitamin Shoppe operates 750 stores. LA Fitness operates about 700 clubs.
Interesting move by both Vitamin Shoppe and LA Fitness! Complementary uses feed off each other, creating synergy, leading to higher revenue growth, meeting of consumer demands and convenience for customers. Shopping Center Owners crafting the ideal shopping center typically include a strong anchor. The addition of complementary uses to this anchor help to leverage the synergy of the main driver and add to the overall energy of plaza. By way of example, if you have LA Fitness as an anchor tenant, you could add a Tropical Smoothie and/or GNC as these uses are complementary to the LA Fitness customer.