The Vitamin Shoppe has appointed Mike Forbes as executive vice president and chief strategy officer, a new position at the specialty retailer.

A 20-year veteran of retail and consumer goods sector, Forbes has been given an assignment with several areas of responsibility, including long-term growth planning, digital acceleration, innovation, organizational transformation, performance marketing, customer loyalty, new business development and strategic partnerships, such as mergers and acquisitions. Forbes reports to chief executive officer Sharon Leite.

The Vitamin Shoppe sells vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies and eco-friendly green living products.

Most recently, Forbes served as co-CEO of MaryRuth Organics, where he is credited with putting the vitamin and supplements company on a fast growth track. Before that, he was CEO of Alter Eco Foods, where he is credited with revitalizing the organic chocolate company’s operations and brand. Earlier, he served as CEO of Safely, the eco-conscious cleaning brand founded by Kris Jenner and Emma Grede, where he scaled digital marketing and achieved key sustainability certifications. Forbes was instrumental in growing California Olive Ranch, the olive oil brand. He began his professional career at McKinsey, advising consumer and retail companies, and held brand leadership roles at Jim Beam, Procter & Gamble and General Mills.

“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,” Leite said in a statement. “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.”

“I’m excited to bring my passion for digital innovation and customer-centric strategy to help drive the next chapter of expansion” at The Vitamin Shoppe, Forbes said. “Having personally experienced the transformative power of nutrition and a wellness-focused lifestyle, I’m deeply motivated to help deliver that same impact to even more customers and communities.”

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. Forbes is Leite’s first major appointment since she rejoined the company. “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 its e-commerce platform and nationwide network of more than 640 retail locations,” the company indicated in a statement.