makes merchandising move

BOCA RATON, Fla. —, a leading online retailer of health and wellness products, has appointed Chris Cavalline to the newly created position of CMO. 

Cavalline is a 25-year retail industry veteran, and was most recently SVP of merchandising and e-commerce at Kohl's Department Stores. Previously, Cavalline held senior leadership positions at Macy's, Inc. and May department stores. He earned a B.S. in physics and civil engineering from Washington and Lee University.

"We are excited to have Chris lead our merchandising team and believe he will play a key role in positioning Vitacost as the largest on-line provider of health and wellness products in the market today," stated Jeffrey Horowitz, CEO. "Expanding our offerings to consumers is one of the key objectives of our long-term growth strategy and we believe Chris's expertise in product selection and assortment, cultivating new vendor relationships, and developing creative online promotions and campaigns will help enable us to achieve our goals. In addition, Chris will work closely with our in-house product development group as we remain focused on accelerating proprietary product growth."

"I look forward to working with the entire team to help further drive the business as Vitacost continues to expand its online health and wellness leadership position," added Cavalline. sells dietary supplements such as vitamins, minerals, herbs and other botanicals, amino acids and metabolites, as well as cosmetics, organic body and personal care products, pet products, sports nutrition and health foods directly to consumers through its website. 

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