Vitamin King started in March 1982 as a small retail store in Stockland Mall Merrylands NSW trading under the name Honeysuckle Health Foods with 2 staff members: Dianne Grasso and her eldest daughter Roseanna Brown. Dianne (and her husband Jim) bought the shop as a result of her own research into hyperactivity and allergies after searching for alternative and natural solutions for her own family.
Within a few years, Jim came into the business in a more hands-on role and Dianne took more of an administrative role. The Merrylands store operated as a member of the Go Vita Health Foods Group for a number of years and in January 2001 changed its name to Vitamin King. The Merrylands store continuing to expand in size, moving location twice within Stockland Merrylands Mall to cater for the expansion. The Merrylands store remains the flagship store of the company with the most staff and largest customer base.
Vitamin King launched a website in 2001 and was one of the first websites selling Health and Wellness products online in Australia. The store started mailing supplements to customers all over Australia and expanded to the stage of requiring a separate location to handle the increase in orders.
Advancements continued to the company including the establishment of an online mail-order warehouse which was opened in North Richmond, expanded in size several times and moved to Richmond in October 2007 where it stayed for several years before being moved to a larger warehouse in Penrith in March 2014. Vitamin King opened its Richmond Store in May 2009.
The business wanted to expand and opened another brand new store in Rockdale in 2011. New locations for retail stores were created in Macarthur Square, Campbelltown in May 2013, in Castle Towers Plaza, Castle Hill in October 2013 and in Wetherill Park in December 2015. The Penrith Warehouse officially opened to phone pickup orders in August 2016.
With a warehouse and 6 retail stores, the company is 100% Australian owned with 3 generations of the Grasso family involved, including several children and grandchildren of Jim and Dianne Grasso. In March 2016 they were very excited to hire external CEO Tinku Grewal with decades of experience internationally and within Australia, to professionalise and move the business forward in this increasingly competitive market.