Vita Health’s Osborne Village store reopens with a fresh look and wider selection
By Bruce W. Cole
On a warm sunny morning in late September, the newly designed Vita Health Fresh Market in Osborne Village welcomed customers with a week-long celebration. Shoppers enjoyed deals, demos, and events held to celebrate the location’s renovation. It’s welcome timing for the Vita Health’s marketing manager, Kelly Lyons, who notes that the store’s makeover mirrors the area’s transformation.
“The village used to be a bright, lively neighbourhood. Then, it started to change, with businesses closing or leaving,” explains Kelly. “Now, we’re seeing new buildings, new foot traffic and new life in the Village [...] the whole neighbourhood is experiencing rejuvenation.”
Osborne Village is a 1.4 sq km area that’s home to over 13,000 residents and nearly 150 businesses that have helped shape the bustling neighbourhood full of vibrancy, authenticity, and people.
Kelly says this store moved into its current location in 2010, becoming the largest in the Vita Health family at the time. Fifteen years later, it was time to adopt a new, modern, and innovative design. Now, the store has been completely overhauled with renovations reaching the supplements, deli, grocery, and checkout sections, as well as the building’s signage and entrances.
More retail square footage
“We were able to add in more retail square footage, a new exterior façade, and store signage, all brought together with our latest and best marketing and branding set,” says Mathew Holtmann, Vita Health president. “This location has been an integral part of our business, so we’re excited to be able to grow and further invest in this community.”
This transformation doesn’t just contribute to the community’s visual appeal; it also gives customers more ways to choose healthy.
“Expanding retail space makes it possible to broaden our product offerings in many departments, including deli grab-and-go items, organic meats and produce, zero-waste, natural beauty, and supplement departments,” explains Mathew.
Construction
Using the same local company they employed for the renovation of two other locations, Mathew and operations manager Ryan Labonte worked on the design. “Things like HVAC vents, sprinklers, and walls were moved to add extra freezer doors. We also added more Lozier shelving for grocery, and new deli coolers and check stands.”
A local millworker created new retail displays and an information desk for the supplement department. All shelving in the middle of the department is free-standing, and the units are positioned on casters so they can be reconfigured or moved entirely out of the area as required. Ryan says this has been the most unique store he has worked on. “The biggest challenge was staying open during the entire renovation. We were only closed for one day!”
Parking lost, parking found
One side affect of the re-birth of Osborne Village is the loss of the store’s parking lot. It was on rented space directly behind the store which has since been replaced by a building. Kelly says that luckily, they’ve found a workaround. “We’ve been fortunate to be able to rent spaces in a parking lot just down the lane behind the store,” she explains.
The full week of events held to mark the re-opening included a lecture on detoxification and neurodiversity, a beauty pop-up shop, as well as a VIP event, block party, and barbecue.
Kelly says the biggest benefit of holding the grand re-opening was meeting new people and creating new traffic for the store.
“The grand opening and barbecue were a lot of fun. We reconnected with some long-time customers and met new people who were visiting the store for the first time,” she explains. “We handed out gift bags that contained more than $150 in products to customers that spent $50 or more. We had big support from vendors to do this and we have to thank our many trusted partners—from the bankers and vendors to contractors and Vita Health team members.”
Excited for the future of this beloved location, Kelly has one final message to share: “We are grateful to everyone who helped make this transformation a success!”