GNC Debuts New Concept Store

Specialty nutritional products retailer GNC (Pittsburgh) has unveiled a new company prototype that seeks to transform the brand into the premier health and wellness resource for the entire family.

The new environment features new product categories, a wider array of offerings and a new, modern design. The first concept store opened in Pittsburgh with plans to roll it out to other locations throughout the U.S. “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,” says Joseph Fortunato, GNC's ceo. “This retail concept will grow the GNC brand by expanding our customer base, while maintaining loyal core customers.”

The new 3000 square-foot location, at suburban Pittsburgh's Ross Park Mall, carries three times as many products as traditional GNC stores, including GNC's proprietary brands and other best brands in the category. The layout is divided into four individual sections that showcase distinct product categories, including: a front space that emphasizes healthy lifestyle management and provides customers with tools to address health, diet and overall wellbeing; a second area for the store's vitamin headquarters, as well as new health and beauty offerings; and the back two rooms designated for GNC's avid fitness and sports enthusiasts, with expanded product assortments, including accessories, books, scales and blood pressure monitors.

Peter Arnell and his firm Arnell, which were tapped to develop the retail format, incorporated a more efficient use of wall and floor space to offer the customer a clearer vision and greater sight lines. The new contemporary retail environment provides an enhanced showcase for GNC's product offerings while simplifying store navigation.

GNC operates more than 5300 retail locations in the U.S. (including 936 franchise and 1756 Rite Aid franchise store-within-a-store locations) and franchise operations in 45 international markets.