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Goldman Puts Money Behind Vitamin Startup Valued Close to GNC

  • Care/Of’s latest funding round sets valuation at $156 million
  • New York startup takes the Warby Parker playbook to vitamins

Care/of, a startup selling vitamins and herbal supplements online, raised funds from investors including Goldman Sachs Group Inc.’s venture arm that value the company at $156 million, within striking distance of publicly traded retail chains that are among the industry’s leaders.

The New York-based startup sells monthly subscriptions of vitamin packs on its website and advertises through Facebook and Instagram, following the playbook of direct-to -consumer brands in other industries like Casper mattresses and Warby Parker eyeglasses. Two years since launching, the company announced Tuesday that it had raised $29 million from investors including RRE Ventures.