Kroger (NYSE: KR) sells Vitacost.com to iHerb as part of non-core asset review

The Kroger Co. (NYSE: KR) announced the sale of its subsidiary Vitacost.com, Inc. to iHerb, with the transaction closing on January 8. Vitacost operates as an eCommerce retailer of health and wellness products.

The sale represents part of Kroger’s broader review of non-core assets as the company focuses on simplifying its organization, improving customer experience, and concentrating on its core grocery business, according to Chairman and CEO Ron Sargent.

“The sale of Vitacost is an important step in that process,” Sargent said. “We believe iHerb is well positioned to help Vitacost reach its full potential outside of Kroger, and we are working together to ensure a smooth transition for associates and customers.”

iHerb CEO Emun Zabihi described the acquisition as “a strategic investment in a name long associated with quality, value, and trust among American health and wellness consumers.” He noted that Vitacost’s brand equity and customer base complement iHerb’s global platform and capabilities.

The transaction is not expected to impact Kroger’s previously issued financial guidance for 2025. The companies did not disclose financial terms of the deal.