Seeking Alpha

Reaction to Kroger's purchase of

Shares of Vitamin Shoppe (VSI -1.9%) and GNC Holdings (GNC -0.8%) slip lower in what appears to be a reaction to competitive threat posed by the acquisition of (VITC +27.1%) by Kroger (KR -0.2%).

Retail analysts think deal looks like a strategic fit for Kroger with the e-commerce platform and linked fulfillment centers form Vitacost giving it plenty of new growth channels.

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Comments (3)
  • Mike Arnold
    , contributor
    Comments (2160) | Send Message
    I would think a competing bid is coming. But who knows. I'm happy with a premium, but think $VITC is worth $12+ to a buyer.
    2 Jul 2014, 11:01 AM Reply Like
  • Barinder Sangha
    , contributor
    Comments (116) | Send Message
    Do you think we will see a bump in price?
    2 Jul 2014, 11:03 AM Reply Like
  • Mike Arnold
    , contributor
    Comments (2160) | Send Message
    I think so. 26% of $VITC shareholders support deal. I think some won't be happy.
    2 Jul 2014, 11:10 AM Reply Like
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