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Vitamins.com

This article was originally published in The Tan Sheet

Executive Summary

Internet firm has raised $45 mil. to support growth of the new online vitamin business and its nine associated metro-D.C. Vitamin Superstores. Vitamins.com sells over 50 brands, as well as the company's Advanced house label. The Web site was relaunched in late May following its January 1999 debut. The firm is headed by Robert Haft, son of former Dart Drug owner Herbert Haft. The company initiated a national radio and print ad campaign by D.C. agency Goldberg, Marchesano & Kohlman; the ads are running in Atlanta, Austin, metro D.C., Miami and Seattle markets. Internet banner ads also up
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