Prices Initial Public Offering, Inc., a leading online retailer and direct marketer of health and wellness products, today announced the pricing of its initial public offering of 11,000,000 shares of common stock at a price of $12.00 per share.

A total of 4,428,445 shares are being offered by, Inc., and a total of 6,571,555 shares are being offered by selling stockholders. In addition,, Inc. and selling stockholders have granted the underwriters a 30-day option to purchase up to an additional 1,650,000 shares of common stock to cover any over-allotments.

The joint book-running managers of the offering are Jefferies & Company and Oppenheimer & Co. The co-managers are Needham & Company, LLC and Roth Capital Partners.'s common stock will trade on The NASDAQ Global Market under the symbol "VITC."

A registration statement relating to these securities was declared effective by the Securities and Exchange Commission on September 23, 2009. Any offer or sale will be made only by means of a written prospectus forming part of the effective registration statement.

Copies of the final prospectus relating to the offering may be obtained from the offices of Jefferies & Company, Attention: Syndicate, 520 Madison Avenue, 16th floor, New York, NY 10022, telephone: (212) 284-2342 or Oppenheimer & Co., Attention: Syndicate Prospectus Department, 300 Madison Avenue, 5th Floor, New York, NY 10017, by telephone at (212) 667-8563.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to their registration or qualification under the securities laws of any such state or jurisdiction.

About, Inc., Inc. (Symbol:VITC) is a leading online retailer and direct marketer, of health and wellness products, including dietary supplements such as vitamins, minerals, herbs or other botanicals, amino acids and metabolites, as well as cosmetics, organic body and personal care products, sports nutrition and health foods. sells these products directly to consumers through its website,, as well as through its catalogs. strives to offer their customers the broadest product selection supported by current scientific and medical research at the best value, while providing superior customer service and timely and accurate delivery.

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