The Vitamin Shoppe is a division of Franchise Group, Inc.

Brian Hoke

Brian Hoke was named Senior Vice President, Chief Merchandising Officer of The Vitamin Shoppe in June 2023, with responsibility for merchandising, inventory and analytics, pricing and promotion, space planning, private brands, and quality and commercialization.

Mr. Hoke joined The Vitamin Shoppe in January 2021 as Vice President, General Merchandise Manager.

Prior to The Vitamin Shoppe, Mr. Hoke was Chief Merchant at SHEEX Inc. and Chief Merchant at Lord & Taylor. Earlier in his career, Brian spent 14 years at Macy’s in roles of increasing responsibility, including Group VP, Divisional Merchandise Manager for various categories, including men’s sportswear & active, women’s shoes, fragrance, and home.

Mr. Hoke graduated from the State University of New York in Albany with a degree in Economics.