*25 Vitamix stores, online store and social media presence rebranded, with all 65 stores to be rebranded by the end of the year

**Vitamix plans to maintain the pace of store growth with 10-12 new stores opened each year, while also pursuing other acquisitions

***More than 600 brands of natural products in the Vitamix portfolio

Vitamix health food stores announces the launch of a rebranding program in a chain of one-stop-shop stores for healthy products with high nutritional value and obvious daily benefits. The rebranding process also involves the adoption of the slogan „Mixul tău de vitalitate”- “Your Mix of Vitality”, by which it is desired to embrace these changes, which are reflected in the modification of the stores and in the diversification of customers.

Vitamix is a chain of 65 health food stores, located mainly in the center, west and north of the country. The first Vitamix physical store was opened in 2015, while the online store has been present on the market since 2008. “When the first store was opened, we “reused” the logo of the online store, but the 16 years that have passed since the initial shape of the logo, have brought changes significant on all levels, both in terms of business and social changes,” says Zsuzsanna Benedek, co-founder of Vitamix, adding: “Through this rebranding, we will transform Vitamix stores from the old natural stores (ceilings) into a one-stop shop -shop for those who want healthy products, with high nutritional value and with obvious benefits for everyday life”.

Vitamix’s mission is to offer a wide range of solutions for the needs of those with a demanding lifestyle, with different responsibilities, concerned about their own health, in short, an informed buyer. In addition to the established brands on the Romanian market, namely Dacia Plant, Fares, Hofigal, Sanovita, in Vitamix stores there are also brands of the company that operates Vitamix stores: Adams Supplements, with its own products youbio, springmarkt, Zanna, exclusive imports of cosmetics and gluten-free products, such as Nutrifree, La Veneziane, Dialsi, but also other foods for people with special needs.

“We also put a lot of emphasis on products for those who have an active sports life, so proteins and supplements dedicated to athletes can already be found in all our stores. In total, we have a number of more than 600 brands listed”, says the Vitamix co-founder, noting that by the end of the year all 65 Vitamix stores will be rebranded.

Looking ahead, Vitamix’s target is to maintain its store growth rate of 10-12 units each year. “We are also looking at possible acquisitions; after the successful year 2023, we hope that we can repeat the good results this year as well, which would allow us to expand even more quickly,” says Zsuzsanna Benedek.

About Adam Vision

The Vitamix store chain, as well as the Adams Supplements brand, are owned by the Adam Vision company, an important player on the nutritional supplements market in Romania, producing over 250 types of nutritional supplements, distributed in over 400 pharmacies and stores throughout the country, with the contribution of over 250 employees. Adam Vision was founded in 2005 by Zsuzsanna and Zsolt Benedek.

This year, the company opened a new headquarters in Livezeni commune, near Târgu Mureș, after an investment of 1.9 million euros. The headquarters also includes office space, as well as a factory, where Adams Vision manufactures and packages over 600 products: tablets, essential oils, powders, tinctures, cosmetic and food oils, medicinal teas, cosmetics and personal care products. The company’s brands are: Adams Supplements, youbio, Zanna, springmarkt.

Adams Vision achieved turnover increases of over 30% year-on-year, reaching in 2023 a turnover of 75 million lei at group level, investing in both production and sales capacities, with approx. 250 employees. Estimated gross profit increased by over 130% last year, up to 4 million lei.

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