Private equity firm TSG Consumer Partners and the founder of US natural products e-commerce pioneer LuckyVitamin.com, Sam Wolf, are to jointly acquire LuckyVitamin from GNC Holdings. The terms of the transaction have not been disclosed.

Founded  by Wolf 12 years ago (and sold to GNC in 2011), LuckyVitamin is an industry-leading global e-commerce destination for natural and organic wellness products, information and support offering over 40,000 top branded and private label products including vitamins and nutritional supplements, natural and organic foods, sports and fitness nutrition, beauty, skincare, pet and natural home.

LuckyVitamin’s state mission is “to empower individuals to live healthier lives and serve as an inspirational and supportive source for thousands of brand name wellness products at exceptional value and service online”.

Sam Wolf: He likes the company so much, he’s buying it back

Commenting on the deal, the LuckyVitamin founder and CEO, said: “TSG has invested in and nurtured countless world-renowned consumer products brands, including many health and wellness brands, as well as best-in-class e-commerce businesses. They are an ideal partner and I am confident their strategic support will be invaluable as we drive the accelerated growth of our business.

“This company’s roots date back to the pharmacy my grandfather built more than sixty years ago, and I am excited and proud to be reinvesting in the business that means so much to me”

“This company’s roots date back to the pharmacy my grandfather built more than sixty years ago, and I am excited and proud to be reinvesting in the business that means so much to me. Importantly, we anticipate that this new investment will enable us to expand our reach helping more people to live healthier and support the continued growth of our wonderful partner brands that help make LuckyVitamin a go-to source for customers.”

“Sam is an industry innovator who has built the leading online destination for consumers dedicated to healthy living,” said Michael Layman, Managing Director at TSG. “Under Sam’s leadership, the Company has grown from a family-owned health food and wellness store into a global e-commerce destination for natural products, and we are thrilled to support the Company’s ongoing mission of helping people maintain a healthy lifestyle. We look forward to working alongside Sam and the rest of the LuckyVitamin team to further enhance the customer experience, strengthen its position in the marketplace, and help drive its next phase of growth to deliver a more premium experience to natural product consumers around the world.”