Diligence memo · auto-generated · as of July 2, 2026
Vitacost.com, Inc.
Vitacost.com, Inc. looks over-valued against its niche peers and is dormant on financing cadence.
Businessfiled
Vitacost.com, Inc. operates in Retailing, based in BOCA RATON.
No verified homepage on file yet — operating evidence is limited to the public record.
Capital & rounds (filed)filed
Vitacost.com, Inc. has raised $35M in disclosed capital across 1 recorded round, aggregated from public filings. Its latest round is modeled as Series B (a $15M–$40M round).
Largest single filing: $35M on 2012-02-16.
Most recent recorded round closed around 2012-02-16.
Valuation (modeled)modeled
Provath models Vitacost.com, Inc. at approximately $197M (range $78M–$756M). This is an algorithmic estimate from round sizes and same-niche peers — not a quoted or reported figure.
Read: Over-valued. Modeled value is 1.75× the median modeled value of Series B Retailing companies in 2010–2012 (28 peers) — value vs value, same stage and era.
Financing rhythm & timingmixed
Last raise 14.4 yr ago; this sector typically re-raises about every 13 months.
Only one round on record and long silent — often defunct, acquired, or gone quiet.
Comparablesmixed
Capital scale ranks ahead of 92% of Retailing peers (2347 compared).
Modeled value ranks above 95% of those peers.
Closest niche peers: Express Oil Group, Inc., Wayfair Llc, Jessica'S Holdings, Llc, Ezcorp Inc, Barcodes Group, Inc.
Peoplefiled
3 named people on file across officers, directors and signatories.
Risks & flagsmixed
Financing has been silent well beyond sector cadence — possibly defunct, acquired, or paused.
Modeled above niche peers — valuation risk on entry.
No clearly named CEO/founder/principal in the surfaced records — key-person evidence is thin.