iHerb, an online health and wellness retailer, has acquired the e-commerce brand Vitacost from Kroger.

Vitacost sells over 40,000 health and wellness products, including vitamins, minerals, and supplements, and other natural, organic, and eco-friendly consumer goods.

The transaction will accelerate iHerb’s scale in the U.S. market through the acquisition of the Vitacost brand, intellectual property, and existing inventory. The combined entity will also benefit from iHerb’s global supply chain efficiency, brand portfolio, and fulfillment and customer engagement platform. The transaction strengthens iHerb’s brand relationships and category leadership in additional categories such as beauty, personal care, pet suppliers, and more, the company noted.

“This is an exciting and highly complementary acquisition for iHerb,” said Emun Zabihi, CEO of iHerb. “Vitacost has a loyal customer base and deep assortment of products that aligns closely with our mission to make health and wellness accessible to all. This acquisition immediately expands our scale in the U.S., strengthens our relationships with key brands, and adds a largely incremental customer base to iHerb’s platform. It also demonstrates our ability to grow through strategic acquisitions that complement our nearly 30-year history of organic growth.”