Vitamin Shoppe, Inc., an omni-channel specialty retailer and manufacturer of nutritional products, announced its subsidiary Vitamin Shoppe Global, Inc. has launched its first digital platform in China, representing the fourth new international market the company has entered over the past two years. The Vitamin Shoppe is partnering with Macy’s China Limited to bring its broad product assortment to the Chinese consumer by offering a mix of its private brand products as well as select third-party brands via Alibaba’s online shopping platform—Tmall Global.

The Vitamin Shoppe’s products will be shipped from its new west coast distribution center in Arizona to China. By utilizing its Arizona distribution center, The Vitamin Shoppe’s goal is to deliver products to the Chinese consumer in less than two weeks, enabling the partnership to be one of the quickest suppliers of vitamins, minerals, and supplements from the U.S. to China.

Commenting on this initiative, David Denker, director international development stated, “This is another example of the different strategies and partnerships we are pursuing to expand our reach and enhance the customers’ experience. The Asian vitamin, mineral and supplement market is an attractive market for us exhibiting a growth rate of 6% per year and is projected to reach $20 billion in the next five years, according to Nutrition Business Journal, and we are pleased that we are able to secure ease of entry into China.”