Care/of, known for its vitamin and supplement subscriptions, is shutting down.
In a memo posted to the company’s website, Care/of said “[w]e unfortunately no longer have funding to operate in the way we have been.”
As a result, the company is no longer accepting new orders and is canceling all subscriptions, effective Monday.
“We are actively exploring options for the brand but do not have anything definitive to communicate at this time,” the company said. “We hope to be in a place to share more soon.”
Care/of is also laying off all 143 employees at its headquarters in Brooklyn, New York, effective July 3, according to a Worker Adjustment and Retraining Notification filing. The company cited “funding loss” as the reason for the closure, per the notice.
The company was founded in 2016 by Craig Elbert and Akash Shah. Care/of offered personalized recommendations after customers filled out the company’s questionnaire.
The brand has expanded its distribution over the years, launching a new line of vitamins at Target in 2021. In the years since, the company has brought its products to retailers like Amazon and Sam’s Club.
The news follows other companies abruptly shuttering in recent months. The parent company to Foxtrot Market and Dom’s Kitchen & Market in April ceased operations before eventually filing for Chapter 7 bankruptcy protection. And Outdoor Voices in March announced it would shutter all stores. Earlier this month, however, the DTC activewear brand said it had a new owner in Consortium Brand Partners, the owner of Draper James.
