GNC Unveils Revolutionary New Retail Experience as It Transforms Brand

Modern New Retail Environment to Be the Premier Health and Wellbeing Resource for the Entire Family

First Concept Store Opens in Pittsburgh's Ross Park Mall

Sep 29, 2009, 12:51 ET from GNC

PITTSBURGH, Sept. 29 /PRNewswire/ -- GNC, the leading global specialty retailer of nutritional products, is unveiling a revolutionary new retail experience that will serve as the company's prototype for the future. The store seeks to transform the brand into the premier health and wellness resource for the entire family. Consumers will experience an entirely new retail environment, including new product categories, a wider array of offerings and a new, modern design. Earlier this month, GNC opened the first concept store for this new retail environment in Pittsburgh, the company's headquarter city, and plans to roll it out in other locations throughout the United States.

GNC's new 3,000 square-foot location, now open at suburban Pittsburgh's Ross Park Mall, is a one-stop shopping experience for consumers seeking not only innovative, high-quality fitness and nutritional supplements, but also natural, alternative treatments for holistic wellness. The new store offers nearly triple the number of products available in today's GNC stores, with 1,000 new items. It features a comprehensive portfolio of health, wellbeing and sports nutrition products - under GNC's proprietary brands and other best brands in the category - as well as expanded product offerings in the categories of natural health and healing, probiotics, cleansing, proteins and health and beauty.

"GNC is launching an entirely new retail experience that will solidly position our brand and stores as the premier resource for a world class offering of health and wellness products for every member of the family," said Joseph Fortunato, GNC's Chief Executive Officer. "The new concept store focuses on improving the quality of life for our customers by inspiring healthy and active lifestyles through not only innovative fitness and nutritional supplements, but also a wider assortment of natural and alternative treatments for holistic wellness. Consumers will find products they haven't typically discovered in a GNC. This retail concept will grow the GNC brand by expanding our customer base, while maintaining loyal core customers, and is one more way that GNC is increasing our ongoing commitment to help consumers 'Live Well.' "

GNC's new store is divided into four individual sections that showcase distinct product categories.

  • The front space underscores GNC's increased emphasis on healthy lifestyle management and provides customers with tools to address health, diet and overall wellbeing in a thoughtful, holistic manner. Consumers will find products focused on cleansing and detoxifying, weight management nutrition, fit and active accessories and women's wellness, as well as new categories such as yoga, expanded proteins, meal replacements and portion control. This space also features GNC's newest innovative line: GNC WELLbeING. Launched in May, it is the first and only comprehensive, one-source line of whole body health products created exclusively for fit and active women, targeting whole body nutrition, fitness nutrition and therapeutic body care.
  • The second space is the store's vitamin headquarters. Here, GNC offers a premier assortment of both preventative and condition-specific products for women, men, children -- and even the family pet - that address heart health, mood, sleep, diabetes, digestion and more. Consumers will find not only core GNC brands but also a significantly enhanced offering of best in class brands, including Dr. Weil, Pomology and Natural Factors. This section also showcases new health and beauty offerings, including high-performance skincare products for cellulite, stretch marks and teeth whitening, and an enhanced array of natural heath and healing products, such as herbals and homeopathic remedies.
  • The back two rooms are designed for GNC's avid fitness and sports enthusiasts, with greatly expanded product assortments that take the category beyond the body builder. One distinct space targets sports, fitness and hardcore diet consumers with proteins, thermogenics, fitness accessories, nutritional bars, endurance products and drinks. The other is designed for the hardcore body building customer, with an assortment that includes niche designer formulated brands positioned to appeal uniquely to that consumer. The two fitness sections also carry a new assortment of accessories, including books, scales, and blood pressure monitors.

GNC tapped Peter Arnell and his firm Arnell to develop a retail design that spotlights GNC's leadership position and expertise in the health, nutrition and fitness category, while engaging a wider variety of consumers, both core and new customers. The new configuration represents a more efficient use of wall and floor space to offer the customer a clearer vision and greater sight lines. The noticeably new contemporary retail environment provides an enhanced showcase for GNC's product offerings while simplifying store navigation, making it easy for consumers to find specific products to meet their needs. Arnell has designed similar significant retail projects, including the RBK flagship store for Reebok, DKNY store-in-store retail boutiques, Jacob & Co. Jewelers' flagship store in Manhattan and Chrysler, Dodge and Jeep showrooms.

About GNC

GNC, headquartered in Pittsburgh, Pa., is the largest global specialty retailer of nutritional products including vitamin, mineral, herbal and other specialty supplements and sports nutrition, diet and energy products. As of June 30, 2009, GNC has more than 6,700 locations, of which more than 5,300 retail locations were in the United States (including 936 franchise and 1,756 Rite Aid franchise store-within-a-store locations) and franchise operations in 45 international markets. The Company - which is dedicated to helping consumers Live Well - also offers products and product information online at