Secaucus, N.J. — On Aug. 5, The Vitamin Shoppe® appointed Mike Forbes as executive vice president and chief strategy officer. In this newly created role, Forbes will lead enterprise-wide strategy and long term growth planning, with a focus on digital acceleration, innovation and organizational transformation. He will report directly to CEO Sharon Leite.
Forbes brings more than 20 years of leadership experience in the retail and consumer packaged goods sectors, including CEO roles at MaryRuth Organics, Alter Eco Foods and Safely. His proven track record of scaling digital-first brands and driving transformational growth makes him uniquely suited for this pivotal role at The Vitamin Shoppe.
“I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe,” says Leite. “The creation of the chief strategy officer role reflects our commitment to maximizing innovation and unlocking new avenues of growth across digital, retail and strategic partnerships. Mike’s deep experience with consumer brands and retail will be invaluable as we chart the next chapter for The Vitamin Shoppe and our customers.”
Most recently, he served as co-CEO of MaryRuth Organics, where he led the fast-growing vitamin and supplements company to record revenue and profitability. Prior to that, as CEO of Alter Eco Foods, he revitalized the organic chocolate company’s operations and brand. He also served as CEO of Safely, an eco-conscious cleaning brand where he scaled digital marketing and achieved key sustainability certifications.
In May 2025, The Vitamin Shoppe was acquired by Kingswood Capital Management and Performance Investment Partners. As part of the transaction, Leite rejoined the company as CEO, having previously led the business from 2018 to 2023. The new ownership group has committed significant resources to advancing The Vitamin Shoppe’s digital capabilities, expanding the reach of its private brand portfolio, and accelerating performance marketing efforts to support both its e-commerce platform and nationwide network of over 640 retail locations.
The Vitamin Shoppe® is a global, omnichannel specialty retailer and wellness lifestyle company based in Secaucus, N.J. In the U.S., the company conducts business through over 640 company-operated retail stores. For more information, visit www.vitaminshoppe.com.
SOURCE: The Vitamin Shoppe