[Asia Economy Reporter Jo In-kyung] iHerb, a distributor of health-related products, is strengthening differentiation and competitiveness with direct purchase shopping malls through its private brand (PB) brand.
iHerb announced on the 27th that it officially started domestic distribution last month by acquiring the US comprehensive vitamin specialty brand 'Super Nutrition' as its own PB brand.
Founded in 1977, Super Nutrition develops high-potency vitamins that comply with the US Pharmacopeia (USP), and distributes various customized vitamin products designed according to gender, age, and health concerns. All products use natural ingredients and are composed of gluten-free components. They do not use genetically modified or animal-derived ingredients, making them suitable for vegetarians without concern.
Representative products include the all-in-one vitamin 'Super Immune' and 'Perfect Family,' which contain vitamin, mineral, and antioxidant ingredients, and 'Simply One,' which helps maintain daily health conveniently with just one capsule.
iHerb has continuously developed products and brands by expanding its PB business to sell various wellness products at competitive prices on its own mall. Representative products include 'Lake Avenue' and 'Gumiology,' and especially 'California Gold Nutrition' is said to be steadily growing, loved by domestic direct purchase consumers for its excellent quality relative to price.
An iHerb official said, "We will nurture products recognized in the global market as PB brands to offer them domestically at affordable prices and provide differentiated services from other direct purchase platforms and domestic e-commerce channels."
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