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TSG Consumer Partners, a private equity firm based in San Francisco, acquired supplements retailer LuckyVitamin from GNC Holdings Inc. (NYSE: GNC). LuckyVitamin founder Sam Wolf sold the company to GNC in 2011, but continued to run the business.

Buyer TSG, which owns Pabst Blue Ribbon beer and dozens of other brands, is “the ideal partner” to “drive the accelerated growth” of LuckyVitamin, said Wolf.

Wolf “is an industry innovator” who has built “a global e-commerce destination,” said TSG managing director Michael Layman in a statement. He added that he pans to keep Wolf and “the rest of the LuckyVitamin team” as TSG focuses on expanding “a more premium experience.”

LuckyVitamin sells more than 40,000 branded and private label vitamins, nutritional products, personal care and organic snacks through its website. The Conshohocken, Pennsylvania-based company was originally founded in 1956 as a neighborhood pharmacy and launched in 2005.

TSG is a private equity firm with offices in San Francisco and New York that solely focuses on the consumer sector including: food and beverage, restaurants, personal care and apparel. The firm has invested in beer producer Brewdog; jewelry company Charming Charlie; and fashion retailer Revolve. Founded in 1989, and has about $5 billion in assets under management.

Imperial Capital advised TSG. Financial terms were not disclosed.

The middle-market has seen multiple deals involving nutritional wellness products and vitamin producers such as: HGGC’s buying of Nutraceutical International Corp.(Nasdaq: NUTR) for $446 million; Swander Pace Capital’s purchase of Swanson Health Products’ vitamin portfolio; and The Clorox Co.’s (NYSE: CLX) acquisition of probiotics maker Renew Life Holdings Corp.

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