Yellow Wood Partners-backed Scholl’s Wellness Company Acquires VKTRY to Enter Athletic Performance Market

Scholl’s Wellness Company, the parent company of the Dr. Scholl’s® brand and a portfolio company of private equity firm Yellow Wood Partners, announced on May 20, 2026, the acquisition of VKTRY, a premium carbon fiber insole company focused on athletic performance. The transaction terms were not disclosed.

VKTRY, founded and operated by the Arciuolo family in Milford, Connecticut, has established itself as a category leader in performance insoles designed to enhance jump, speed, and recovery for athletes. The brand’s patented aerospace-grade carbon fiber technology stores and returns energy, delivering measurable performance benefits. VKTRY’s customer base is predominantly young, with approximately 80% under age 21 and two-thirds being first-time insole buyers, introducing a new demographic to footcare solutions.

The acquisition significantly expands Scholl’s market-leading insoles platform, marking its strategic entry into the rapidly growing athletic performance segment. The global market for performance insoles is estimated to exceed $7 billion, driven by increasing consumer awareness of foot health’s role in athletic performance and recovery.

Meghan Davis, CEO of Scholl’s, stated, “Athletes are discovering that what goes inside their shoes can both improve performance and recovery today while supporting comfort and wellness over time. VKTRY introduces a new dimension to our growing Scholl’s footcare platform, adding a highly engaged, performance-oriented consumer attracted to their ultra-premium, cutting-edge technology. By introducing a younger generation to the benefits of insoles and foot health, VKTRY broadens our reach and meaningfully extends the consumer lifecycle across products.”

VKTRY’s founder and inventor, Matt Arciuolo, expressed enthusiasm about the partnership: “Scholl’s and Yellow Wood immediately recognized the strength and value of our brand, proprietary technology, and mission to deliver performance to athletes of all ages and skill levels. With Scholl’s scale and Yellow Wood’s support, we are primed to accelerate growth and deliver game-changing performance to athletes everywhere.”

Yellow Wood Partners, a Boston-based private equity firm specializing in consumer brands, supports Scholl’s strategic growth initiatives. Dana Schmaltz, Partner at Yellow Wood, commented, “Combining Dr. Scholl’s global scale and brand recognition with VKTRY’s extraordinary growth and high-performance technology offers immediate and long-term growth opportunities. This acquisition expands our comprehensive portfolio of performance and comfort insoles, reaching consumers at every stage of life.”

VKTRY gained early recognition through partnerships with elite athletes, including the U.S. Olympic bobsled team, and has grown rapidly via direct-to-consumer channels, Amazon, and word-of-mouth endorsements among athletes, coaches, and parents. The brand is used by athletes on over 600 professional and collegiate teams.

Scholl’s Wellness Company, headquartered in Parsippany, New Jersey, has been a leader in footcare for over a century. The Dr. Scholl’s brand offers a broad portfolio of products focused on foot and lower body health, including treatment, skincare, and grooming solutions designed to improve mobility and comfort.

The acquisition is expected to generate synergies through cross-selling VKTRY products via Scholl’s established retail and distribution channels, leveraging brand recognition to expand market penetration, and broadening product offerings to capture both wellness and athletic performance consumers. Operational efficiencies are anticipated from supply chain consolidation, shared marketing, and integrated R&D efforts to accelerate innovation.

Challenges include aligning the wellness-focused culture of Scholl’s with VKTRY’s performance-driven ethos, maintaining VKTRY’s brand identity, and managing potential channel conflicts. However, the combined entity is positioned to strengthen its competitive stance amid increasing innovation and marketing efforts in the athletic insole market.

Looking ahead, Scholl’s plans to integrate VKTRY’s technology and brand into its portfolio, expanding geographic reach across the U.S., Canada, and Europe. The deal underscores Scholl’s commitment to advancing footcare innovation and capturing growth in the athletic performance segment.