Brian Hoke

VP, General Merchandise at The Vitamin Shoppe

Brian Hoke was hired as vice president and general merchandise manager of The Vitamin Shoppe in February of 2021 to oversee all merchandising functions including product, pricing, promotion and inventory management.

Hoke was most recently chief merchant at Sheex Inc. since May 2020. Before that, he was chief merchant at Lord & Taylor for two years as well as copresident there for seven months leading up to its acquisition in late 2019 by Le Tote.

Earlier in his career, Brian spent 14 years at Macy’s in roles of increasing responsibility, including group vice president and divisional merchandise manager in a variety of categories. He started his career at Lord & Taylor as a buyer for men’s furnishings and tailored clothing.


Previous companies

Macy's logo
Lord + Taylor logo
SHEEX logo


  • VP, General Merchandise

    February 1, 2021 - present

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