While the Vitamin Shoppe had arguably the most challenging year of its 44-year history, it ended up coming out of 2020 smelling like roses. How is that possible? To help express this notion, I'll run through The Vitamin Shoppe 2020Q4 earnings report that was released 3/10/2021 under its owner Franchise Group Inc. While the financial information in the report continues to be relatively small, I was able to collect insightful information on the quarterly performance from the Franchise Group conference call, previous corporate press releases, and public interviews from CEO Sharon Leite and other leadership team members at the specialty supplement retailer. Additionally, I'll explain the recent merchandising partnerships with WW (Weight Watchers),  CTRL, Martha Stewart CBD, and CBD private label activity. Finally, I talk about my previously predicted operating model change to franchising at The Vitamin Shoppe that was given more formality by Franchise Group CEO Brian Kahn speaking out the "value of the franchise potential" for franchisees and the portfolio.

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