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Kroger to Purchase Vitacost.com for $280 Million


The Kroger Co. (Cincinnati, OH) announced it would purchase Vitacost.com (Boca Raton, FL) for $280 million, according to a Kroger news report.

Vitacost.com brings to Kroger its strong position as one of the largest eCommerce companies in the nutrition and healthy living market, a team with extensive eCommerce experience, and a substantial platform that includes technology and ship-to-home fulfillment centers to serve customers in all 50 states and internationally, according to Kroger.

“We are delighted to welcome Vitacost.com to the Kroger family,” said Rodney McMullen, CEO, Kroger.  “Vitacost.com’s talented team has built an exceptional online retail destination in the growing nutrition and wellness market, with an enviable technology and fulfillment infrastructure.”

Kroger intends to grow Vitacost.com’s strong position in the online nutrion market, according to McMullen. “At the same time, we will build on Vitacost.com’s eCommerce platform by integrating it with our existing digital offerings to create exciting new levels of personalization and convenience for our customers,” said McMullen.

Jeffrey Horowitz, CEO, Vitacost.com, said the company is excited to join such a tremendous organization as Kroger and believes they will have an outstanding partnership. “This transaction represents a significant premium for our shareholders and the company will benefit by leveraging Kroger’s scale and resources to further drive the online healthy living industry to new heights,” said Horowitz.

For more information, visit www.kroger.com.

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