Elixinol Wellness to acquire vitamin subscription platform Vitable

Harry Booth

24th Sep 2026

ASX-listed Elixinol Wellness has agreed to acquire online vitamin company Vitable in a bid to utilise its subscription-based model.

The deal, which remains subject to shareholder approval, is set to cost Elixinol up to $2.5 million, half of which will be paid up front. It will see Vitable’s direct-to-consumer, subscription model take Elixinol past $20 million in annual revenue.

“Vitable brings Elixinol an established subscription-based consumer platform, proprietary personalisation capability and direct consumer relationships,” said Elixinol’s CEO Natalie Butler.

“These capabilities are highly complementary to our existing Australian health and wellness brands and create clear opportunities to grow customer value across the group.” 

Butler told shareholders that the “sharpened” focus on its core Australian market contributed to the decision-making behind the deal.

“It adds recurring revenue, a direct relationship with thousands of consumers and the ability to deliver increasingly personalised wellness offers,” she added. 

Shareholders will have the opportunity to vote on the deal at Elixinol’s general meeting in early November. The deal is expected to close soon after.

“Together, we see a significant opportunity to scale Vitable’s platform, broaden the products and services available to customers and deepen engagement across the combined customer base,” a spokesperson for Vitable said. “The transaction structure ensures that we remain aligned with Vitable’s future performance and the growth of the broader group. We look forward to working with Natalie and the team.”