Vitacost.com (VITC) 10-K 4 Mar 14 2013 FY Annual report Financial data

Document_And_Entity_Informatio

Document And Entity Information (USD $)	12 Months Ended
	Dec. 31, 2013	Feb. 23, 2014	Jun. 28, 2013
Document and Entity Information [Abstract]	'	'	'
Entity Registrant Name	'VITACOST.COM, INC.	'	'
Document Type	'10-K	'	'
Current Fiscal Year End Date	'--12-31	'	'
Entity Common Stock, Shares Outstanding	'	34,050,191	'
Entity Public Float	'	'	$189,400,000
Amendment Flag	'false	'	'
Entity Central Index Key	'0001401688	'	'
Entity Current Reporting Status	'Yes	'	'
Entity Voluntary Filers	'No	'	'
Entity Filer Category	'Accelerated Filer	'	'
Entity Well-known Seasoned Issuer	'No	'	'
Document Period End Date	31-Dec-13	'	'
Document Fiscal Year Focus	'2013	'	'
Document Fiscal Period Focus	'FY	'	'

Consolidated_Balance_Sheets

Consolidated Balance Sheets (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Current Assets	'	'
Cash and cash equivalents	$24,799	$32,152
Accounts receivable, net	1,486	2,613
Inventory	37,143	33,319
Prepaid expenses	902	1,270
Other current assets	567	2,147
Total current assets	64,897	71,501
Property and equipment, net	30,288	33,491
Other assets	3,192	2,671
Total assets	98,377	107,663
Current Liabilities	'	'
Accounts payable	29,357	28,696
Deferred revenue	4,634	5,414
Accrued expenses	6,326	6,545
Total current liabilities	40,317	40,655
Deferred tax liability	402	350
Total liabilities	40,719	41,005
Stockholders' Equity	'	'
Additional paid-in capital	113,658	109,022
Warrants	4,347	4,262
Accumulated deficit	-60,347	-46,626
Total stockholders' equity	57,658	66,658
Total liabilities and stockholders' equity	$98,377	$107,663

Consolidated_Balance_Sheets_Pa

Consolidated Balance Sheets (Parentheticals) (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, except Per Share data, unless otherwise specified
Preferred stock par value (in Dollars per share)	$0.00	$0.00
Preferred stock, shares authorized	25,000	25,000
Preferred stock, shares issued	0	0
Preferred stock, shares outstanding	0	0
Common stock, par value (in Dollars per share)	$0.00	$0.00
Common stock, shares authorized	100,000	100,000
Common stock, shares issued	34,050	33,500
Common stock, shares outstanding	34,050	33,500

Consolidated_Statements_of_Com

Consolidated Statements of Comprehensive Loss (USD $)	12 Months Ended
In Thousands, except Per Share data, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Net sales	$382,744	$330,680	$260,523
Cost of goods sold	295,752	254,527	200,596
Gross profit	86,992	76,153	59,927
Operating expenses:	'	'	'
Fulfillment	33,972	33,505	22,290
Sales and marketing	32,268	32,306	22,842
General and administrative	34,536	29,614	29,620
	100,776	95,425	74,752
Operating loss	-13,784	-19,272	-14,825
Other income	115	154	47
Loss before income taxes	-13,669	-19,118	-14,778
Income tax expense	-52	-53	-53
Net loss	-13,721	-19,171	-14,831
Basic and diluted per share information:	'	'	'
Net loss attributable to common stockholders (in Dollars per share)	($0.41)	($0.59)	($0.53)
Weighted average shares outstanding (in Shares)	33,631	32,675	27,829
Other comprehensive income	'	'	20
Comprehensive loss	($13,721)	($19,171)	($14,811)

Consolidated_Statement_of_Stoc

Consolidated Statement of Stockholdersb Equity (USD $)	Common Stock [Member]	Additional Paid-in Capital [Member]	Warrant [Member]	Accumulated Other Comprehensive Income (Loss) [Member]	Retained Earnings [Member]	Total
In Thousands		USD ($)	USD ($)	USD ($)	USD ($)	USD ($)
Balance at Dec. 31, 2010	'	$74,830	'	($20)	($12,624)	$62,186
Balance (in Shares) at Dec. 31, 2010	27,781	'	'	'	'	'
Net loss	'	'	'	'	-14,831	-14,831
Other compehensive income	'	'	'	20	'	20
Stock options exercised	'	424	'	'	'	424
Stock options exercised (in Shares)	194	'	'	'	'	194
Stock-based compensation expense	'	1,008	'	'	'	1,008
Balance at Dec. 31, 2011	'	76,262	'	'	-27,455	48,807
Balance (in Shares) at Dec. 31, 2011	27,975	'	'	'	'	'
Net loss	'	'	'	'	-19,171	-19,171
Stock options exercised	'	1,384	'	'	'	1,384
Stock options exercised (in Shares)	605	'	'	'	'	605
Stock-based compensation expense	'	1,999	'	'	'	1,999
Stock issued in private placement, net	'	29,377	'	'	'	29,377
Stock issued in private placement, net (in Shares)	4,920	'	'	'	'	'
Warrants issued in private placement, net	'	'	4,262	'	'	4,262
Balance at Dec. 31, 2012	'	109,022	4,262	'	-46,626	66,658
Balance (in Shares) at Dec. 31, 2012	33,500	'	'	'	'	'
Net loss	'	'	'	'	-13,721	-13,721
Stock issuance for assets purchase	'	600	'	'	'	600
Stock issuance for assets purchase (in Shares)	108	'	'	'	'	'
Stock options exercised	'	1,714	'	'	'	1,714
Stock options exercised (in Shares)	442	'	'	'	'	442
Stock-based compensation expense	'	2,407	'	'	'	2,407
Other	'	-85	85	'	'	'
Balance at Dec. 31, 2013	'	$113,658	$4,347	'	($60,347)	$57,658
Balance (in Shares) at Dec. 31, 2013	34,050	'	'	'	'	'

Consolidated_Statement_of_Cash

Consolidated Statement of Cash Flows (USD $)	12 Months Ended
In Thousands, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Cash Flows From Operating Activities	'	'	'
Net loss	($13,721)	($19,171)	($14,831)
Adjustments to reconcile net loss to net cash used in operating activities:	'	'	'
Depreciation and amortization	6,912	6,474	6,174
Amortization of premium on debt securities available-for-sale	'	'	72
Realized gain on the sale of securities available-for-sale	'	'	-1
Stock-based compensation expense	2,407	1,999	1,008
Deferred income taxes	52	-224	53
(Gain) Loss on disposition of property and equipment and other assets	-15	47	41
(Increase) decrease in:	'	'	'
Accounts receivable	1,127	-444	-1,729
Other current assets	1,580	461	2,033
Inventory	-3,824	1,503	-4,994
Prepaid expenses	368	642	-551
Other assets	103	-121	-11
Increase (decrease) in:	'	'	'
Accounts payable	619	-1,554	7,570
Deferred revenue	-780	841	2,438
Accrued expenses	-242	120	-4,246
Net cash used in operating activities	-5,414	-9,427	-6,974
Cash Flows From Investing Activities	'	'	'
Proceeds from disposition of property and equipment	21	74	'
Payments for the purchase of property and equipment	-3,649	-6,457	-3,040
Increase in restricted cash	-25	'	-225
Proceeds from maturities of securities available-for-sale	'	'	10,861
Net cash (used in) provided by investing activities	-3,653	-6,383	7,596
Cash Flows From Financing Activities	'	'	'
Proceeds from private placement, net	'	33,639	'
Principal payments on notes payable	'	'	-59
Proceeds from the exercise of stock options	1,714	1,384	424
Net cash provided by financing activities	1,714	35,023	365
Net (decrease) increase in cash and cash equivalents	-7,353	19,213	987
Cash and cash equivalents:	'	'	'
Beginning of year	32,152	12,939	11,952
End of year	24,799	32,152	12,939
Supplemental Schedule of Noncash Investing Activities	'	'	'
Stock issuance for assets purchased	-600	'	'
Equipment purchased not yet paid	'	'	($1,212)

Note_1_Nature_of_Business_Rece

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance	12 Months Ended
	Dec. 31, 2013
Accounting Policies [Abstract]	'
Organization, Consolidation and Presentation of Financial Statements Disclosure and Significant Accounting Policies [Text Block]	'
	1. Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance
	Nature of Business
	Vitacost.com, Inc.  (“Vitacost” or the “Company”) is a leading online retailer of healthy living products, including dietary supplements such as vitamins, minerals, herbs and other botanicals, as well as cosmetics, natural personal care products, pet products, sports nutrition and health foods. Vitacost was incorporated in 1994 and began its online retail activity in 1999. Vitacost sells a proprietary line of healthy living products as well as a wide selection of other manufacturers’ brand-name goods.  The Company ships products from two distribution centers located in Lexington, North Carolina and Las Vegas, Nevada.
	Significant Accounting Policies
	Principles of Consolidation:
	The consolidated financial statements include the accounts of Vitacost and its wholly-owned subsidiary. All intercompany accounts and transactions have been eliminated in consolidation.
	Reclassifications:
	Reclassifications on the 2012 consolidated balance sheet have been made to conform to the 2013 presentation. Reclassifications on the 2012 and 2011 consolidated statements of cash flows have been made to conform to the 2013 presentation.
	Accounting Estimates:
	The preparation of the consolidated financial statements in conformity with accounting principles generally accepted in the United States of America requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and expenses during the reporting period. Actual results could differ from those estimates. Significant estimates inherent in the preparation of the accompanying consolidated financial statements include deferred revenue, the reserve for inventory obsolescence, assumptions used in the valuation of stock-based compensation, the reserve for sales returns and management’s forecast of future cash flows used as a basis to assess recoverability of long-lived assets, including intangible assets and goodwill.
	Cash and Cash Equivalents:
	The Company considers all highly-liquid investments purchased with original maturities of three months or less at the date of purchase to be cash equivalents. The Company maintains its cash and cash equivalents in various bank deposit accounts which, at times, may exceed the federally-insured limits. The Company has not experienced any losses in such accounts. The Company believes it is not exposed to any significant credit risk on such accounts.
	Restricted Cash:
	Restricted cash consists of cash pledged as collateral to a vendor.
	Accounts Receivable:
	Accounts receivable consists primarily of amounts in-transit from banks for customer credit card, debit card and electronic benefit transfer transactions that are generally processed by the banks within seven days of authorization. Based on the Company’s historical collection experience and a review of the status of accounts receivable, an allowance for doubtful accounts of $0.1 million and $0.2 million was recorded as of December 31, 2013 and 2012, respectively.
	Inventory:
	Inventory, consisting principally of healthy living products, is primarily stated at the lower of cost or market using the first in, first out (“FIFO”) method.
	Property and Equipment:
	Property and equipment is stated at cost less accumulated depreciation. Leasehold improvements are amortized using the straight-line method over the shorter of the estimated useful life of the assets or the lease term. Depreciation is computed using the straight-line method over the following estimated useful lives:
		Years
	Furniture, fixtures and equipment	3	–	10
	Computers	3	–	5
	Software	3	–	5
	Leasehold and building improvements	3	–	39
	Buildings		39
	Upon retirement or sale, the cost and accumulated depreciation are from the accounts and the gain or loss, if any, is included in the consolidated statements of operations.
	Property and equipment is reviewed for impairment whenever events or changes in circumstances indicate that the carrying amount of an asset may not be recoverable. The Company would evaluate potential impairment by comparing the carrying amount of the asset with the estimated undiscounted future cash flows associated with the use of the asset and its eventual disposition. Should the review indicate the asset is not recoverable; the Company’s carrying value of the asset would be reduced to its estimated fair value, which is measured by future discounted cash flows.
	Goodwill and Other Intangible Assets:
	Goodwill is tested for impairment at the reporting unit level on an annual basis and between annual tests if an event occurs or circumstances change that would more likely than not reduce the fair value of the reporting unit below its carrying value.
	Intangible assets subject to amortization are amortized using the straight-line method over their estimated period of benefit. The Company evaluates the recoverability of intangible assets periodically by taking into account events or circumstances that may warrant revised estimates of useful lives or that indicate the asset may be impaired.
	Revenue Recognition and Freight:
	Revenue from the sale of healthy living products is recognized when all the following criteria are met: a customer executes an order, the sales price and the shipping and handling fee have been determined, credit card authorization has occurred, collection is reasonably assured and the product has been received by the customer. The Company establishes a deferred revenue liability that represents orders shipped but not yet received by the customer at the end of a given period. The Company’s sales terms grant customers certain limited rights of return. It has been the Company’s experience that such returns have been insignificant. The Company recorded a reserve for returns of $0.2 million at December 31, 2013 and 2012.
	Revenue from customers, classified by products and freight were as follows:
			Year Ended December 31,
			2013				2012				2011
	(In thousands)
	Third-party products		$	290,231			$	245,800			$	190,541
	Proprietary products			78,002				72,335				60,973
	Freight			14,511				12,545				9,009
	Net sales		$	382,744			$	330,680			$	260,523
	Freight costs are expensed as incurred and recorded as a component of cost of goods sold. Freight expense totaled approximately $36.4 million, $31.7 million, and $26.0 million for the years ended December 31, 2013, 2012, and 2011, respectively.
	Operating Expenses:
	The Company’s operating expenses are grouped into three categories: fulfillment, sales and marketing, and general and administrative. The following is a brief synopsis of each category:
	Fulfillment Expenses:
	Fulfillment expenses include the costs of warehousing and shipping supplies, machinery and equipment, maintenance, employees, professional services and rent.
	Sales and Marketing Expenses:
	Sales and marketing expenses include online advertising and promotional expenditures, affiliates and partners’ commissions, traditional media advertising, print expenses and payroll related expenses for personnel engaged in marketing, sales, customer service, merchandising. Advertising costs are expensed as incurred. Advertising expense totaled $20.9 million, $21.1 million and $13.2 million for the years ended December 31, 2013, 2012, and 2011, respectively.
	General and Administrative Expenses:
	General and administrative expenses consist of executive compensation, information technology expenses, credit card processing fees, legal fees, professional services, employee expenses and general corporate expenses.
	Earnings per Share:
	The Company computed earnings per share by dividing net income (loss) by the weighted-average number of common shares outstanding during the period. Diluted earnings per share is computed by giving effect to all potentially dilutive common shares, including stock options and warrants. The following table reconciles basic weighted-average shares outstanding to diluted weighted-average shares outstanding for the years ended December 31, 2013, 2012, and 2011:
			Year Ended December 31,
			2013				2012				2011
			(In thousands)
	Weighted-average shares outstanding - basic			33,631				32,675				27,829
	Effect of dilutive securities			-				-				-
	Weighted-average shares outstanding - diluted			33,631				32,675				27,829
	For the periods where the Company reported losses, all common stock equivalents are excluded from the computation of diluted earnings per share, since the result would be antidilutive. Securities that were not included in the calculation of diluted earnings per share because to do so would have been antidilutive for the periods presented, are as follows:
			Year Ended December 31,
			2013				2012				2011
			(In thousands)
	Stock options			2,679				2,391				2,582
Warrants			1,681				1,681				-
Total antidilutive common stock equivalents excluded from diluted earnings per share			4,360				4,072				2,582
Stock-Based Compensation:
In September 2011, the Company obtained shareholder approval of the 2011 Incentive Compensation Plan (the “Plan”) which replaced the 2007 Stock Award Plan (the “2007 Plan”). The 2007 Plan will continue to govern awards previously granted under it. The Plan’s share reserve includes the sum of 6.0 million shares of the Company’s common stock, plus (i) any shares of its common stock which have been reserved but not issued pursuant to any awards granted under the 2007 Plan, and (ii) the number of shares subject to outstanding awards under the 2007 Plan that expire or otherwise terminate without having been exercised in full, or are forfeited to or repurchased by the Company. Under the terms of the Plan, options to purchase stock are granted at an exercise price that approximates the fair market value of the underlying shares at the time of the grant. Compensation expense related to stock options recognized in earnings in 2013, 2012, and 2011, was approximately $2.4 million, $2.0 million, and $1.0 million on a pretax basis, respectively.
Nonqualified options generally become exercisable on the date of the grant or over a five-year period and expire in ten years. Incentive stock options generally become exercisable over a five-year period and expire in ten years. The Company recognizes compensation expense for stock awards based on their fair value and related tax effects over the requisite service period. The fair value of each option award is estimated on the date of grant using the Black-Scholes valuation method which uses the assumptions noted in the below table. The valuation technique incorporates assumptions for the expected volatility of the stock price, the expected term of the option, expected dividends, forfeitures and risk-free interest rate for the expected term of the option. As a result of its limited trading history, the Company uses expected volatilities based on the historical volatility of a custom peer group. The expected term of the option is calculated using simplified method, which analyzes the vesting terms of an option along with the contractual term, setting the expected term at a midpoint in between. The risk-free interest rate takes into account the time-value of money. The risk-free rate for periods within the contractual life of the option is based on the U.S. Treasury yield curve in effect at time of grant. The Company estimates forfeitures based on historical pre-vesting forfeitures and revises those estimates in subsequent periods if actual forfeitures differ from those estimates.
The fair value of each option granted was estimated using the following assumptions:
	2013			2012			2011
Expected life - employees (years)	6	-	7	6	-	7		N/A
Expected life - executives (years)	6	-	7	6	-	7	5.5	-	6.5
Volatility percentage	52.90%	-	53.30%	54.00%	-	55.20%	62.60%	-	63.90%
Risk free interest rate	1.18	-	2.08%	0.83%	-	1.22%	1.13%	-	1.94%
Dividends		None			None			None
Fair Value of Financial Instruments:
Existing accounting guidance defines fair value, establishes a framework and gives guidance regarding the methods used for measuring fair value, and requires disclosures about fair value measurements. The guidance applies to all assets and liabilities that are being measured and reported on a fair value basis. It requires disclosure that establishes a framework for measuring fair value in GAAP and about fair value measurements. This guidance enables the reader of the financial statements to assess the inputs used to develop those measurements by establishing a hierarchy for ranking the quality and reliability of the information used to determine fair values. Assets and liabilities carried at fair value are classified and disclosed in one of the following three categories:
Level 1:  Quoted market prices in active markets for identical assets or liabilities.
Level 2:  Observable market based inputs or unobservable inputs that are corroborated by market data.
Level 3:  Unobservable inputs that are not corroborated by market data.
The carrying amounts of other financial instruments, including cash and cash equivalents, accounts receivable, other receivables and accounts payable approximate fair value due to the short maturity of these instruments. Cash and cash equivalents are a Level 1 instrument within the fair value hierarchy.
Concentration of Credit Risk:
The Company’s cash and cash equivalents were held by one major financial institution and for certain accounts exceeded federally insured limits. These cash and cash equivalent balances could be impacted if this financial institution fails or is subjected to other adverse conditions in the financial markets.  To date, the Company has experienced no loss or lack of access to its cash and cash equivalents.
Income Taxes:
Deferred tax assets and liabilities are recognized for the future tax consequences attributable to differences between the financial statement carrying amounts of existing assets and liabilities and their respective tax base. Deferred tax assets and liabilities are measured using enacted tax rates expected to apply to taxable income in the years in which those temporary differences are expected to reverse. The effect on deferred tax assets and liabilities of a change in tax rates is recognized as income in the period that includes the enactment date.
When tax returns are filed, it is highly certain that some positions taken would be sustained upon examination by the taxing authorities, while others are subject to uncertainty about the merits of the position taken or the amount of the position that would be ultimately sustained. The benefit of a tax position is recognized in the financial statements in the period during which, based on all available evidence, management believes it is more likely than not that the position will be sustained upon examination, including the resolution of appeals or litigation processes, if any. Tax positions taken are not offset or aggregated with other positions. Tax positions that meet the more-likely-than-not recognition threshold are measured as the largest amount of tax benefit that is more than 50 percent likely of being realized upon settlement with the applicable taxing authority. The Company has determined that there were no material uncertain tax positions and accordingly no associated interest and penalties were required to be accrued at December 31, 2013 or 2012.
Contingencies:
On an ongoing basis, the Company assesses potential liabilities related to lawsuits or claims brought against it. While it is typically very difficult to determine the timing and ultimate outcome of such actions, the Company’s management uses their best judgment to determine if it is probable that it will incur an expense related to the settlement or final adjudication of such matters and whether a reasonable estimation of such probable loss, if any, can be made. In assessing probable losses, the Company takes into consideration estimates of the amount of insurance recoveries, if any. The Company discloses a contingency when it is at least a reasonable possibility that a loss or an additional loss may have been incurred and accrues a liability when it believes a loss is probable and the amount of loss can be reasonably estimated. Due to the inherent uncertainties related to the eventual outcome of litigation and potential insurance recoveries, it is possible that certain matters may be resolved for amounts materially different from any provisions or disclosures that the Company has previously made.
Sales or Other Taxes:
A number of states have sought to impose sales or other tax collection obligations on online retailers. Certain states have imposed such a sales tax obligation requirement on remote online retailers that use residents of that state to directly or indirectly refer potential customers, via a link on an internet website or other means, to the online retailer for a commission-based fee. There is still significant uncertainty as to whether or how existing laws governing these matters apply to Vitacost and how these laws will be interpreted for the Company and other online retailers. As a result, it is currently not possible to determine the ultimate outcome as to whether such potential obligations apply to the Company under its specific facts and circumstances. Because the Company does not believe that it is probable such potential obligations are applicable to its specific facts and circumstances, it has not accrued for such potential obligations as of December 31, 2013. The Company is also currently unable to estimate the amount of the loss, if any, should such potential obligations apply. The eventual outcome of a successful assertion by one or more states that the Company should collect sales or other taxes may be materially different from any provisions or disclosures the Company has previously made and could have a material adverse effect on the Company’s financial position, results of operations and cash flows.
Recently Adopted and Recently Issued Accounting Guidance
The Company did not adopt any accounting guidance nor was there any new accounting guidance issued during the year that had or would have had a material impact on the Company’s consolidated financial statements.

Note_2_Private_Placement

Note 2 - Private Placement	12 Months Ended
	Dec. 31, 2013
Private Placement Disclosure [Abstract]	'
Private Placement Disclosure [Text Block]	'
	2. Private Placement
	On February 16, 2012, the Company entered into a Purchase Agreement (the “Purchase Agreement”) by and among Vitacost, JHH Capital, LLC, an entity affiliated with Jeffrey Horowitz, our Chief Executive Officer (“JHH”), Great Hill Equity Partners III, L.P. (“Great Hill III”), Great Hill Equity Partners IV, L.P. (“Great Hill IV”), Great Hill Investors, LLC (“Great Hill Investors”), Freshford Partners, LP (“Freshford Partners”), Freshford Master Fund, Ltd (“Freshford Master Fund”) and Baron Small Cap Fund (“Baron” and, together with JHH, Great Hill III, Great Hill IV, Great Hill Investors, Freshford Partners, Freshford Master Fund, collectively, the “Investors”) pursuant to which the Investors purchased, and Vitacost sold, an aggregate of 4.9 million shares of the Company’s common stock at a purchase price of $7.04 per share, and warrants to purchase an aggregate of 1.7 million shares of the Company’s common stock for an aggregate purchase price of $34.8 million. The warrants have an exercise price of $7.04 per share and a term of four years. The net proceeds of $33.6 million, after the deduction of fees of $1.2 million incurred in connection with the transaction, were allocated between common stock and warrants based on their relative fair values as of the purchase date.

Note_3_Inventory

Note 3 - Inventory	12 Months Ended
	Dec. 31, 2013
Inventory Disclosure [Abstract]	'
Inventory Disclosure [Text Block]	'
	3. Inventory
	Inventory consisted of the following as of December 31, 2013 and 2012:
		December 31,
		2013		2012
		(In thousands)
	Bulk and other	$	872	$	761
	Finished goods		36,271		32,558
		$	37,143	$	33,319
	On August 28, 2012, the Company entered into an agreement to outsource its manufacturing operations and lease its manufacturing facilities to a third party provider effective September 1, 2012. In connection with the outsourcing of its manufacturing operations, the Company sold certain inventory to the third party provider which will be used to manufacture products for the Company. The total selling price was $2.2 million, which was paid in six monthly payments of $0.4 million that commenced on October 1, 2012. The Company incurred a loss of $0.1 million on the sale of the inventory.

Note_4_Property_and_Equipment

Note 4 - Property and Equipment	12 Months Ended
	Dec. 31, 2013
Property, Plant and Equipment [Abstract]	'
Property, Plant and Equipment Disclosure [Text Block]	'
	4. Property and Equipment
	Property and equipment consisted of the following as of December 31, 2013 and 2012:
		December 31,
		2013			2012
		(In thousands)
	Buildings and building improvements	$	12,863		$	12,759
	Furniture, fixtures and equipment		26,917			24,157
	Computers		5,076			3,387
	Software		9,335			7,778
	Leasehold improvements		2,823			2,670
	Land		460			460
			57,474			51,211
	Less accumulated depreciation		(27,921	)		(21,045	)
			29,553			30,166
	Construction-in-progress		735			3,325
		$	30,288		$	33,491
	Depreciation expense recognized in 2013, 2012, and 2011, was approximately $6.9 million, 6.5 million, and $6.2 million, respectively.

Note_5_Other_Assets

Note 5 - Other Assets	12 Months Ended
	Dec. 31, 2013
Disclosure Text Block Supplement [Abstract]	'
Other Assets Disclosure [Text Block]	'
	5. Other Assets
	Other assets consisted of the following at December 31, 2013 and 2012:
		December 31,
		2013		2012
		(In thousands)
	Goodwill	$	2,200	$	2,200
	Intangible assets, net		600		-
	Restricted cash		250		225
	Deposits		142		246
		$	3,192	$	2,671
	Goodwill:
	The excess of purchase price over fair value of assets acquired and liabilities assumed in business combinations is classified as goodwill. The Company reviews goodwill for impairment at the reporting unit level annually or, when events or circumstances dictate, more frequently. The Company assesses qualitative factors to determine whether it is more likely than not that the fair value of its reporting unit is less than its carrying amount. In performing the qualitative assessment, the Company assesses relevant events and circumstances that may impact the fair value of its reporting unit, including the following: (i) macroeconomic conditions, (ii) industry and market considerations, (iii) overall financial performance, (iv) events affecting the reporting unit, (v) share price and (vi) recent fair value calculation, if available. The Company performed this qualitative assessment on its $2.2 million of goodwill as of December 31, 2013 in accordance with the applicable authoritative guidance.
	After assessing the above described events and circumstances, if the Company determines that it is more likely than not that the fair value of its reporting unit is greater than its carrying value, then no further testing is required. Otherwise, the Company would perform a two-step impairment test to evaluate goodwill. Under the first step, the Company compares the estimated fair value of the reporting unit with its carrying value. If the estimated fair value of the reporting unit is less than its carrying value, the Company will complete a second step to determine the amount of the goodwill impairment that should be recorded.
	Based on the Company’s qualitative assessment, it has concluded that it was more likely than not that the estimated fair value of its reporting unit exceeded its carrying value as of December 31, 2013 and thus, did not proceed to the two-step goodwill impairment test. No indicators of impairment exist primarily because the Company’s reporting unit’s fair value has consistently exceeded its carrying value by a significant margin.
	Intangible assets, net:
	On December 20, 2013, the Company entered into an asset purchase agreement with a third party to acquire certain intellectual property for $0.6 million which was paid by the issuance of 107,651 shares of the Company's common stock. The intellectual property purchased has been classified as intangible assets, net, as of December 31, 2013 and will be amortized over a period of two years.

Note_6_Accrued_Expenses

Note 6 - Accrued Expenses	12 Months Ended
	Dec. 31, 2013
Accrued Liabilities Disclosure [Abstract]	'
Accrued Liabilities Disclosure [Text Block]	'
	6. Accrued Expenses
	Accrued expenses consisted of the following at December 31, 2013 and 2012:
		December 31,
		2013		2012
		(In thousands)
	Accrued salaries and related expenses	$	1,968	$	1,693
	Advertising and related expenses		1,567		1,110
	Other accrued expenses		2,791		3,742
		$	6,326	$	6,545

Note_7_Stock_Option_Plan

Note 7 - Stock Option Plan	12 Months Ended
	Dec. 31, 2013
Disclosure of Compensation Related Costs, Share-based Payments [Abstract]	'
Disclosure of Compensation Related Costs, Share-based Payments [Text Block]	'
	7. Stock Option Plan
	A summary of the Company’s stock option activity for common stock for the years ended December 31, 2013, 2012 and 2011 is as follows:
		Options
		Shares			Weighted		Weighted		Weighted Average Remaining Contractual Life (Years)		Aggregate
					Average		Average Grant				Intrinsic Value
					Exercise		Date Fair Value
					Price
		( In thousands, except per share)
	Outstanding, December 31, 2010		2,718		$	6.42	$	2.79		7.01	$	1,897
	Granted		1,840			4.42		2.77		10.19
	Exercised		(194	)		2.19		0.46		2.68		733
	Cancelled		(25	)		7.76		2.88		8.14
	Forfeited		(77	)		9.46		5.99		7.19
	Outstanding, December 31, 2011		4,262		$	5.69	$	2.83		7.59	$	6,945
	Granted		2,197			6.73		3.42		8.13
	Exercised		(605	)		2.29		0.85		2.01		2,573
	Cancelled		(28	)		7.89		3.33		0.06
	Forfeited		(617	)		6.61		3.62		-
	Outstanding, December 31, 2012		5,209		$	6.4	$	3.21		7.79	$	6,238
	Granted		1,120			7.5		3.94		9.42
	Exercised		(442	)		3.87		1.87		4.99		2,752
	Cancelled		(27	)		7.69		3.7		5.26
	Forfeited		(880	)		5.61		3.07		-
	Outstanding, December 31, 2013		4,980		$	7.01	$	4		7.79	$	6,238
	Exercisable at December 31, 2012		2,391		$	6.84	$	4.18		6.81	$	3,341
	Exercisable at December 31, 2013		2,679		$	7.03	$	4.28		6.54	$	1,935
	As of December 31, 2013, there was approximately $6.0 million of total unrecognized compensation cost, net of estimated forfeitures related to stock options granted under the Company’s stock incentive plan, which is expected to be recognized over a weighted average period of 3.52 years.

Note_8_Leases

Note 8 - Leases	12 Months Ended
	Dec. 31, 2013
Leases [Abstract]	'
Leases of Lessee Disclosure [Text Block]	'
	8. Leases
	Certain office space is leased under noncancelable operating leases expiring in various years through 2019. Future minimum lease payments, by year, and in the aggregate, under operating leases are due as follows as of December 31, 2013:
	Year Ending December 31,	Operating
		Leases
		(In thousands)
	2014	$	1,745
	2015		1,526
	2016		606
	2017		624
	2018		643
	Thereafter		108
	Total minimum lease payments	$	5,252
	The total rental expense included in the statements of comprehensive loss for the years ended December 31, 2013, 2012, and 2011 was $1.7 million, $2.0 million, and $2.1 million, respectively

Note_9_Income_Taxes

Note 9 - Income Taxes	12 Months Ended
	Dec. 31, 2013
Income Tax Disclosure [Abstract]	'
Income Tax Disclosure [Text Block]	'
	9. Income Taxes
	The Company files income tax returns in the U.S. federal jurisdiction and various state and local jurisdictions. Pursuant to applicable statutes of limitations, returns open for adjustment by the Internal Revenue Service (“IRS”) are the consolidated federal income tax returns for tax years ended December 31, 2011 and 2012. Pursuant to applicable statutes of limitations, state income tax returns open for adjustment by the state tax authorities are for tax years ended December 31, 2004 through December 31, 2013. The IRS previously examined the Company’s 2008, 2009 and 2010 federal income tax returns and as a result, those years and prior years are closed with respect to the statutes of limitations.
	A number of years may elapse before an uncertain tax position is audited and finally resolved. Settlement of any particular position would usually require the use of cash. The resolution of a matter would be recognized as an adjustment to the provision for income taxes and the effective tax rate in the period of resolution. The Company has determined that there are no material uncertain tax positions and accordingly no associated interest and penalties are required to be accrued at December 31, 2013.
	Reconciliation of the federal statutory income tax rate to the Company’s effective tax rate is as follows:
		Year Ended December 31,
		2013			2012			2011
	Taxes computed at federal tax rate	$	(4,647	)	$	(6,500	)	$	(5,025	)
	State income taxes, net of federal income tax benefit		(257	)		(281	)		(277	)
	Non-deductible expense, net		9			7			-
	Incentive stock options		250			268			(34	)
	Other tax assets		80			916			556
	Change in valuation allowance – state		373			437			404
	Change in valuation allowance – federal		4,244			5,206			4,429
	Income tax expense	$	52		$	53		$	53
	The provision for income taxes charged to operations for the years ended December 31, 2013, 2012 and 2011, consisted of the following:
		Year Ended December 31,
		2013			2012			2011
	Current tax expense	$	-		$	277		$	-
	Deferred tax expense (benefit)		52			(224	)		53
	Income tax expense	$	52		$	53		$	53
	The tax effects of temporary differences that give rise to significant components of deferred tax assets at December 31, 2013 and 2012 are presented below:
		December 31,
		2013			2012
	Deferred tax assets:
	Net operating loss and credits carryforward	$	19,530		$	15,758
	Inventory		361			366
	Accrued compensation		24			29
	Stock-based compensation		3,666			3,258
	Deferred revenue and reserves		496			678
			24,077			20,089
	Deferred tax liability:
	Depreciation and amortization		(3,034	)		(3,611	)
	Valuation allowance - state		(2,158	)		(1,785	)
	Valuation allowance - federal		(19,287	)		(15,043	)
	Deferred tax liability, net	$	(402	)	$	(350	)
	The deferred tax amounts mentioned above have been classified on the accompanying consolidated balance sheets as follows:
		December 31,
		2013			2012
	Deferred tax liability, net
	Noncurrent liability	$	402		$	350
	The Company evaluates its deferred tax assets on a regular basis to determine if valuation allowances are required. In its evaluation, the Company considers taxable loss carryback availability, expectations of sufficient future taxable income, trends in earnings, existence of taxable income in recent years, the future reversal of temporary differences and the available tax planning strategies that could be implemented, if required. Valuation allowances are established based on the consideration of all available evidence using a more likely than not standard. Based on the Company’s evaluation, a valuation allowance of $21.4 million was established against its net deferred tax assets as of December 31, 2013. The Company’s deferred tax assets for which it has not established a valuation allowance relate to amounts that can be realized through future reversals of existing taxable temporary differences. The Company’s valuation allowance will be reversed if and when it becomes more likely than not that the Company can generate sufficient taxable income in the future to utilize the tax benefits of the related deferred tax assets. The noncurrent deferred tax liability of $0.4 million relates to the excess book basis over tax basis of goodwill, net of a tax credit carryforward, which has an indefinite life. Because goodwill has an indefinite life, the reversal of the book basis over tax basis is not considered a source of taxable income to support the realization of the Company’s deferred tax assets. Subsequent revisions to the estimated net realizable value of the deferred tax assets or deferred tax liability could cause the provision for income taxes to vary significantly from period to period.
	As of December 31, 2013, the Company had unused federal net operating loss carryforwards of approximately $53.1 million, which were primarily generated during the years ended December 31, 2010 through 2013. The federal net operating loss carryforwards, if not utilized, expire beginning in December 2030. As of December 31, 2013, the Company had North Carolina and Florida net operating loss carryforwards of approximately $14.8 million and $14.2 million, respectively. The state net operating loss carryforwards, if not utilized, expire beginning in December 2023.
	During the years ended December 31, 2013, 2012 and 2011 employees exercised incentive stock options and sold stock in disqualifying dispositions. Generally, incentive stock options provide employees with significant tax benefits by allowing the employee to exercise stock options without being taxed on the intrinsic value on the exercise date provided the employee owns the stock for specified periods of time. Since the employer will not receive a tax benefit upon the exercise of incentive stock options, unless there is a disqualifying disposition, the compensation expense associated with incentive stock options is treated as a permanent difference between book and tax accounting and consequently affects the effective tax rate of the Company. For the years ended December 31, 2013, 2012 and 2011, the disqualifying disposition of incentive stock options resulted in no tax benefits being recognized due to the valuation allowance discussed above.

Note_10_Related_Party_Transact

Note 10 - Related Party Transactions	12 Months Ended
	Dec. 31, 2013
Related Party Transactions [Abstract]	'
Related Party Transactions Disclosure [Text Block]	'
	10. Related Party Transactions
	In October 2010, the Company entered into a stockholder agreement with Great Hill Investors, LLC, Great Hill Equity Partners III, L.P., and Great Hill Equity Partners IV, L.P. (collectively, “GHP”), whereby GHP agreed to various restrictions with respect to the voting, transfer and sale of shares of the Company’s common stock which it currently owns and with respect to any shares it may own in the future in excess of 30% of the Company’s outstanding common stock. In addition, the Company and GHP entered into a registration rights agreement, which provides GHP with certain demand, incidental and shelf registration rights subject to various exceptions and qualifications. Lastly, the Company agreed to reimburse GHP $0.7 million for its reasonable and documented out-of-pocket expenses incurred in connection with a consent solicitation that occurred in 2010. The Company reimbursed $0.4 million and $0.3 million to GHP in 2011 and 2010, respectively.
	As discussed in Note 2, on February 16, 2012, the Company entered into the Purchase Agreement with the Investors for the purchase of shares of common stock and warrants to purchase shares of common stock of the Company for an aggregate purchase price of $34.8 million. Concurrently with entering into the Purchase Agreement, the Company entered into a registration rights agreement with Jeffrey Horowitz and JHH which provides Jeffrey Horowitz and JHH with demand, shelf and piggyback registration rights subject to various exceptions and qualifications. The registration rights agreement further provides that if the Company enters into a registration rights agreement (or similar agreement) with any person or entity on more favorable terms than those contained in the registration rights agreement, the registration rights agreement will be amended to include such more favorable terms. Pursuant to the registration rights agreement, the Company has agreed to pay all of the registration costs and expenses incurred in connection with such demand, shelf and piggyback registrations.

Note_11_Retirement_Plan

Note 11 - Retirement Plan	12 Months Ended
	Dec. 31, 2013
Postemployment Benefits [Abstract]	'
Postemployment Benefits Disclosure [Text Block]	'
	11. Retirement Plan
	The Company has a defined contribution plan which covers substantially all of the Company’s employees. Under the plan, the Company matches 100% of the first 3% of contributions and 50% of the next 2% of contributions. The Company’s contribution is based on a maximum of 5% of the employee’s contributions. The amount contributed to the plan by the Company amounted to $0.7 million, $0.7 million, and $0.6 million for the years ended December 31, 2013, 2012, and 2011, respectively.

Note_12_Contingencies

Note 12 - Contingencies	12 Months Ended
	Dec. 31, 2013
Commitments and Contingencies Disclosure [Abstract]	'
Commitments and Contingencies Disclosure [Text Block]	'
	12. Contingencies
	Securities Class Action:
	On May 24, 2010, a punitive class action complaint was filed in the United States District Court for the Southern District of Florida against the Company and certain current and former officers and directors by a stockholder on behalf of herself and other stockholders who purchased Vitacost common stock between September 24, 2009 and April 20, 2010, captioned Miyahira v. Vitacost.com, Inc., Ira P. Kerker, Richard P. Smith, Stewart Gitler, Allen S. Josephs, David N. Ilfeld, Lawrence A. Pabst, Eran Ezra, and Robert G. Trapp, Case 9:10-cv-80644-KLR. After being appointed to represent the purported class of shareholders, the lead plaintiffs filed an amended complaint asserting claims under Sections 11, 12(a)(2), and 15 of the Securities Act of 1933 and Sections 10(b) and 20(a) of the Securities Exchange Act of 1934, as amended, and Rule 10b-5 promulgated thereunder against Vitacost, its current and former officers and directors, and the underwriters of its initial public offering (“IPO”). On December 12, 2011, the Court granted defendants’ motion to dismiss the complaint, and granted plaintiffs leave to amend.
	On January 11, 2012, lead plaintiff filed its second amended complaint asserting claims under Sections 11, 12(a)(2), and 15 of the Securities Act of 1933 against Vitacost, its current and former officers and directors, and its underwriters. Lead plaintiff purported to bring its action on behalf of investors who purchased stock in connection with or traceable to the Company’s IPO between September 24, 2009 and April 20, 2010. The complaint alleged that the defendants violated the federal securities laws during the period by, among other things, disseminating false and misleading statements and/or concealing material facts concerning the Company’s current and prospective business and financial results. The complaint also alleged that as a result of these actions the Company’s stock price was artificially inflated during the class period. The complaint sought unspecified compensatory damages, costs, and expenses.
	On June 25, 2012, the Southern District of Florida entered its order granting defendants’ motion to dismiss in full and dismissing the second amended complaint with prejudice. On July 23, 2012, lead plaintiff filed a notice of appeal to the Eleventh Circuit of the order granting defendants’ motion to dismiss. On May 5, 2013, the Eleventh Circuit issued its opinion affirming the dismissal. The deadline to file a petition for writ of certiorari with the U.S. Supreme Court passed on August 5, 2013, and lead plaintiff did not file a petition.
	Other matters:
	In addition to the matters described above, the Company is involved in litigation and administrative proceedings primarily arising in the normal course of its business. In the opinion of the Company, its liability, if any, under any pending litigation or administrative proceedings would not materially affect its financial condition, results of operations or cash flows. Furthermore, the Company has not been the subject of any product liability litigation.

Note_13_Quarterly_Selected_Fin

Note 13 - Quarterly Selected Financial Data	12 Months Ended
	Dec. 31, 2013
Quarterly Financial Information Disclosure [Abstract]	'
Quarterly Financial Information [Text Block]	'
	13. Quarterly Selected Financial Data (Unaudited)
		First Quarter						Second Quarter						Third Quarter						Fourth Quarter
	(In Thousands, Except per	2013			2012			2013			2012			2013			2012			2013			2012
	Share Data)
	Net sales	$	97,756		$	83,592		$	97,234		$	79,877		$	90,492		$	82,218		$	97,262		$	84,992
	Operating loss		( 3,006	)		( 6,573	)		(4,400	)		(4,310	)		(3,581	)		(5,206	)		(2,797	)		(3,184	)
	Net loss		( 2,999	)		( 6,554	)		(4,376	)		(4,302	)		(3,566	)		(5,141	)		(2,780	)		(3,173	)
	Loss per share
	Basic		(0.09	)		(0.21	)		(0.13	)		(0.13	)		(0.11	)		(0.15	)		(0.08	)		(0.09	)
	Diluted	$	(0.09	)	$	(0.21	)	$	(0.13	)	$	(0.13	)	$	(0.11	)	$	(0.15	)	$	(0.08	)	$	(0.09	)
	During the quarter ended December 31, 2012, the Company recorded an adjustment to reduce bonus expense by $1.1 million dollars.

Accounting_Policies_by_Policy_

Accounting Policies, by Policy (Policies)

12 Months Ended

Dec. 31, 2013

Accounting Policies [Abstract]

'

Organization, Consolidation, Basis of Presentation, Business Description and Accounting Policies [Text Block]

'

Nature of Business

Vitacost.com, Inc.  (“Vitacost” or the “Company”) is a leading online retailer of healthy living products, including dietary supplements such as vitamins, minerals, herbs and other botanicals, as well as cosmetics, natural personal care products, pet products, sports nutrition and health foods. Vitacost was incorporated in 1994 and began its online retail activity in 1999. Vitacost sells a proprietary line of healthy living products as well as a wide selection of other manufacturers’ brand-name goods.  The Company ships products from two distribution centers located in Lexington, North Carolina and Las Vegas, Nevada.

Consolidation, Policy [Policy Text Block]

'

Principles of Consolidation:

The consolidated financial statements include the accounts of Vitacost and its wholly-owned subsidiary. All intercompany accounts and transactions have been eliminated in consolidation.

Reclassification, Policy [Policy Text Block]

'

Reclassifications:

Reclassifications on the 2012 consolidated balance sheet have been made to conform to the 2013 presentation. Reclassifications on the 2012 and 2011 consolidated statements of cash flows have been made to conform to the 2013 presentation.

Use of Estimates, Policy [Policy Text Block]

'

Accounting Estimates:

The preparation of the consolidated financial statements in conformity with accounting principles generally accepted in the United States of America requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and expenses during the reporting period. Actual results could differ from those estimates. Significant estimates inherent in the preparation of the accompanying consolidated financial statements include deferred revenue, the reserve for inventory obsolescence, assumptions used in the valuation of stock-based compensation, the reserve for sales returns and management’s forecast of future cash flows used as a basis to assess recoverability of long-lived assets, including intangible assets and goodwill.

Cash and Cash Equivalents, Policy [Policy Text Block]

'

Cash and Cash Equivalents:

The Company considers all highly-liquid investments purchased with original maturities of three months or less at the date of purchase to be cash equivalents. The Company maintains its cash and cash equivalents in various bank deposit accounts which, at times, may exceed the federally-insured limits. The Company has not experienced any losses in such accounts. The Company believes it is not exposed to any significant credit risk on such accounts.

Cash and Cash Equivalents, Restricted Cash and Cash Equivalents, Policy [Policy Text Block]

'

Restricted Cash:

Restricted cash consists of cash pledged as collateral to a vendor.

Trade and Other Accounts Receivable, Policy [Policy Text Block]

'

Accounts Receivable:

Accounts receivable consists primarily of amounts in-transit from banks for customer credit card, debit card and electronic benefit transfer transactions that are generally processed by the banks within seven days of authorization. Based on the Company’s historical collection experience and a review of the status of accounts receivable, an allowance for doubtful accounts of $0.1 million and $0.2 million was recorded as of December 31, 2013 and 2012, respectively.

Inventory, Policy [Policy Text Block]

'

Inventory:

Inventory, consisting principally of healthy living products, is primarily stated at the lower of cost or market using the first in, first out (“FIFO”) method.

Property, Plant and Equipment, Policy [Policy Text Block]

'

Property and Equipment:

Property and equipment is stated at cost less accumulated depreciation. Leasehold improvements are amortized using the straight-line method over the shorter of the estimated useful life of the assets or the lease term. Depreciation is computed using the straight-line method over the following estimated useful lives:

Years

Furniture, fixtures and equipment

3

–

10

Computers

3

–

5

Software

3

–

5

Leasehold and building improvements

3

–

39

Buildings

39

Upon retirement or sale, the cost and accumulated depreciation are from the accounts and the gain or loss, if any, is included in the consolidated statements of operations.

Property and equipment is reviewed for impairment whenever events or changes in circumstances indicate that the carrying amount of an asset may not be recoverable. The Company would evaluate potential impairment by comparing the carrying amount of the asset with the estimated undiscounted future cash flows associated with the use of the asset and its eventual disposition. Should the review indicate the asset is not recoverable; the Company’s carrying value of the asset would be reduced to its estimated fair value, which is measured by future discounted cash flows.

Goodwill and Intangible Assets, Policy [Policy Text Block]

'

Goodwill and Other Intangible Assets:

Goodwill is tested for impairment at the reporting unit level on an annual basis and between annual tests if an event occurs or circumstances change that would more likely than not reduce the fair value of the reporting unit below its carrying value.

Intangible assets subject to amortization are amortized using the straight-line method over their estimated period of benefit. The Company evaluates the recoverability of intangible assets periodically by taking into account events or circumstances that may warrant revised estimates of useful lives or that indicate the asset may be impaired.

Revenue Recognition, Policy [Policy Text Block]

'

Revenue Recognition and Freight:

Revenue from the sale of healthy living products is recognized when all the following criteria are met: a customer executes an order, the sales price and the shipping and handling fee have been determined, credit card authorization has occurred, collection is reasonably assured and the product has been received by the customer. The Company establishes a deferred revenue liability that represents orders shipped but not yet received by the customer at the end of a given period. The Company’s sales terms grant customers certain limited rights of return. It has been the Company’s experience that such returns have been insignificant. The Company recorded a reserve for returns of $0.2 million at December 31, 2013 and 2012.

Revenue from customers, classified by products and freight were as follows:

Year Ended December 31,

2013

2012

2011

(In thousands)

Third-party products

$

290,231

$

245,800

$

190,541

Proprietary products

78,002

72,335

60,973

Freight

14,511

12,545

9,009

Net sales

$

382,744

$

330,680

$

260,523

Freight costs are expensed as incurred and recorded as a component of cost of goods sold. Freight expense totaled approximately $36.4 million, $31.7 million, and $26.0 million for the years ended December 31, 2013, 2012, and 2011, respectively.

Operating Expenses Policy [Policy Text Block]

'

Operating Expenses:

The Company’s operating expenses are grouped into three categories: fulfillment, sales and marketing, and general and administrative. The following is a brief synopsis of each category:

Fulfillment Expenses:

Fulfillment expenses include the costs of warehousing and shipping supplies, machinery and equipment, maintenance, employees, professional services and rent.

Sales and Marketing Expenses:

Sales and marketing expenses include online advertising and promotional expenditures, affiliates and partners’ commissions, traditional media advertising, print expenses and payroll related expenses for personnel engaged in marketing, sales, customer service, merchandising. Advertising costs are expensed as incurred. Advertising expense totaled $20.9 million, $21.1 million and $13.2 million for the years ended December 31, 2013, 2012, and 2011, respectively.

General and Administrative Expenses:

General and administrative expenses consist of executive compensation, information technology expenses, credit card processing fees, legal fees, professional services, employee expenses and general corporate expenses.

Earnings Per Share, Policy [Policy Text Block]

'

Earnings per Share:

The Company computed earnings per share by dividing net income (loss) by the weighted-average number of common shares outstanding during the period. Diluted earnings per share is computed by giving effect to all potentially dilutive common shares, including stock options and warrants. The following table reconciles basic weighted-average shares outstanding to diluted weighted-average shares outstanding for the years ended December 31, 2013, 2012, and 2011:

Year Ended December 31,

2013

2012

2011

(In thousands)

Weighted-average shares outstanding - basic

33,631

32,675

27,829

Effect of dilutive securities

-

-

-

Weighted-average shares outstanding - diluted

33,631

32,675

27,829

For the periods where the Company reported losses, all common stock equivalents are excluded from the computation of diluted earnings per share, since the result would be antidilutive. Securities that were not included in the calculation of diluted earnings per share because to do so would have been antidilutive for the periods presented, are as follows:

Year Ended December 31,

2013

2012

2011

(In thousands)

Stock options

2,679

2,391

2,582

Warrants

1,681

1,681

-

Total antidilutive common stock equivalents excluded from diluted earnings per share

4,360

4,072

2,582

Share-based Compensation, Option and Incentive Plans Policy [Policy Text Block]

'

Stock-Based Compensation:

In September 2011, the Company obtained shareholder approval of the 2011 Incentive Compensation Plan (the “Plan”) which replaced the 2007 Stock Award Plan (the “2007 Plan”). The 2007 Plan will continue to govern awards previously granted under it. The Plan’s share reserve includes the sum of 6.0 million shares of the Company’s common stock, plus (i) any shares of its common stock which have been reserved but not issued pursuant to any awards granted under the 2007 Plan, and (ii) the number of shares subject to outstanding awards under the 2007 Plan that expire or otherwise terminate without having been exercised in full, or are forfeited to or repurchased by the Company. Under the terms of the Plan, options to purchase stock are granted at an exercise price that approximates the fair market value of the underlying shares at the time of the grant. Compensation expense related to stock options recognized in earnings in 2013, 2012, and 2011, was approximately $2.4 million, $2.0 million, and $1.0 million on a pretax basis, respectively.

Nonqualified options generally become exercisable on the date of the grant or over a five-year period and expire in ten years. Incentive stock options generally become exercisable over a five-year period and expire in ten years. The Company recognizes compensation expense for stock awards based on their fair value and related tax effects over the requisite service period. The fair value of each option award is estimated on the date of grant using the Black-Scholes valuation method which uses the assumptions noted in the below table. The valuation technique incorporates assumptions for the expected volatility of the stock price, the expected term of the option, expected dividends, forfeitures and risk-free interest rate for the expected term of the option. As a result of its limited trading history, the Company uses expected volatilities based on the historical volatility of a custom peer group. The expected term of the option is calculated using simplified method, which analyzes the vesting terms of an option along with the contractual term, setting the expected term at a midpoint in between. The risk-free interest rate takes into account the time-value of money. The risk-free rate for periods within the contractual life of the option is based on the U.S. Treasury yield curve in effect at time of grant. The Company estimates forfeitures based on historical pre-vesting forfeitures and revises those estimates in subsequent periods if actual forfeitures differ from those estimates.

The fair value of each option granted was estimated using the following assumptions:

2013

2012

2011

Expected life - employees (years)

6

-

7

6

-

7

N/A

Expected life - executives (years)

6

-

7

6

-

7

5.5

-

6.5

Volatility percentage

52.90%

-

53.30%

54.00%

-

55.20%

62.60%

-

63.90%

Risk free interest rate

1.18

-

2.08%

0.83%

-

1.22%

1.13%

-

1.94%

Dividends

None

None

None

Fair Value of Financial Instruments, Policy [Policy Text Block]

'

Fair Value of Financial Instruments:

Existing accounting guidance defines fair value, establishes a framework and gives guidance regarding the methods used for measuring fair value, and requires disclosures about fair value measurements. The guidance applies to all assets and liabilities that are being measured and reported on a fair value basis. It requires disclosure that establishes a framework for measuring fair value in GAAP and about fair value measurements. This guidance enables the reader of the financial statements to assess the inputs used to develop those measurements by establishing a hierarchy for ranking the quality and reliability of the information used to determine fair values. Assets and liabilities carried at fair value are classified and disclosed in one of the following three categories:

Level 1:  Quoted market prices in active markets for identical assets or liabilities.

Level 2:  Observable market based inputs or unobservable inputs that are corroborated by market data.

Level 3:  Unobservable inputs that are not corroborated by market data.

The carrying amounts of other financial instruments, including cash and cash equivalents, accounts receivable, other receivables and accounts payable approximate fair value due to the short maturity of these instruments. Cash and cash equivalents are a Level 1 instrument within the fair value hierarchy.

Concentration Risk, Credit Risk, Policy [Policy Text Block]

'

Concentration of Credit Risk:

The Company’s cash and cash equivalents were held by one major financial institution and for certain accounts exceeded federally insured limits. These cash and cash equivalent balances could be impacted if this financial institution fails or is subjected to other adverse conditions in the financial markets.  To date, the Company has experienced no loss or lack of access to its cash and cash equivalents.

Income Tax, Policy [Policy Text Block]

'

Income Taxes:

Deferred tax assets and liabilities are recognized for the future tax consequences attributable to differences between the financial statement carrying amounts of existing assets and liabilities and their respective tax base. Deferred tax assets and liabilities are measured using enacted tax rates expected to apply to taxable income in the years in which those temporary differences are expected to reverse. The effect on deferred tax assets and liabilities of a change in tax rates is recognized as income in the period that includes the enactment date.

When tax returns are filed, it is highly certain that some positions taken would be sustained upon examination by the taxing authorities, while others are subject to uncertainty about the merits of the position taken or the amount of the position that would be ultimately sustained. The benefit of a tax position is recognized in the financial statements in the period during which, based on all available evidence, management believes it is more likely than not that the position will be sustained upon examination, including the resolution of appeals or litigation processes, if any. Tax positions taken are not offset or aggregated with other positions. Tax positions that meet the more-likely-than-not recognition threshold are measured as the largest amount of tax benefit that is more than 50 percent likely of being realized upon settlement with the applicable taxing authority. The Company has determined that there were no material uncertain tax positions and accordingly no associated interest and penalties were required to be accrued at December 31, 2013 or 2012.

Commitments and Contingencies, Policy [Policy Text Block]

'

Contingencies:

On an ongoing basis, the Company assesses potential liabilities related to lawsuits or claims brought against it. While it is typically very difficult to determine the timing and ultimate outcome of such actions, the Company’s management uses their best judgment to determine if it is probable that it will incur an expense related to the settlement or final adjudication of such matters and whether a reasonable estimation of such probable loss, if any, can be made. In assessing probable losses, the Company takes into consideration estimates of the amount of insurance recoveries, if any. The Company discloses a contingency when it is at least a reasonable possibility that a loss or an additional loss may have been incurred and accrues a liability when it believes a loss is probable and the amount of loss can be reasonably estimated. Due to the inherent uncertainties related to the eventual outcome of litigation and potential insurance recoveries, it is possible that certain matters may be resolved for amounts materially different from any provisions or disclosures that the Company has previously made.

Sales or Other Taxes, Policy [Policy Text Block]

'

Sales or Other Taxes:

A number of states have sought to impose sales or other tax collection obligations on online retailers. Certain states have imposed such a sales tax obligation requirement on remote online retailers that use residents of that state to directly or indirectly refer potential customers, via a link on an internet website or other means, to the online retailer for a commission-based fee. There is still significant uncertainty as to whether or how existing laws governing these matters apply to Vitacost and how these laws will be interpreted for the Company and other online retailers. As a result, it is currently not possible to determine the ultimate outcome as to whether such potential obligations apply to the Company under its specific facts and circumstances. Because the Company does not believe that it is probable such potential obligations are applicable to its specific facts and circumstances, it has not accrued for such potential obligations as of December 31, 2013. The Company is also currently unable to estimate the amount of the loss, if any, should such potential obligations apply. The eventual outcome of a successful assertion by one or more states that the Company should collect sales or other taxes may be materially different from any provisions or disclosures the Company has previously made and could have a material adverse effect on the Company’s financial position, results of operations and cash flows.

New Accounting Pronouncements, Policy [Policy Text Block]

'

Recently Adopted and Recently Issued Accounting Guidance

The Company did not adopt any accounting guidance nor was there any new accounting guidance issued during the year that had or would have had a material impact on the Company’s consolidated financial statements.

Note_1_Nature_of_Business_Rece1

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Tables)	12 Months Ended
	Dec. 31, 2013
Accounting Policies [Abstract]	'
Property, Plant and Equipment [Table Text Block]	'
		Years
	Furniture, fixtures and equipment	3	–	10
	Computers	3	–	5
	Software	3	–	5
	Leasehold and building improvements	3	–	39
	Buildings		39
Revenue from External Customers by Products and Services [Table Text Block]	'
			Year Ended December 31,
			2013				2012				2011
	(In thousands)
	Third-party products		$	290,231			$	245,800			$	190,541
	Proprietary products			78,002				72,335				60,973
	Freight			14,511				12,545				9,009
	Net sales		$	382,744			$	330,680			$	260,523
Schedule of Weighted Average Number of Shares [Table Text Block]	'
			Year Ended December 31,
			2013				2012				2011
			(In thousands)
	Weighted-average shares outstanding - basic			33,631				32,675				27,829
	Effect of dilutive securities			-				-				-
	Weighted-average shares outstanding - diluted			33,631				32,675				27,829
Schedule of Antidilutive Securities Excluded from Computation of Earnings Per Share [Table Text Block]	'
			Year Ended December 31,
			2013				2012				2011
			(In thousands)
	Stock options			2,679				2,391				2,582
	Warrants			1,681				1,681				-
	Total antidilutive common stock equivalents excluded from diluted earnings per share			4,360				4,072				2,582
Schedule of Share-based Payment Award, Stock Options, Valuation Assumptions [Table Text Block]	'
		2013			2012			2011
	Expected life - employees (years)	6	-	7	6	-	7		N/A
	Expected life - executives (years)	6	-	7	6	-	7	5.5	-	6.5
	Volatility percentage	52.90%	-	53.30%	54.00%	-	55.20%	62.60%	-	63.90%
	Risk free interest rate	1.18	-	2.08%	0.83%	-	1.22%	1.13%	-	1.94%
	Dividends		None			None			None

Note_3_Inventory_Tables

Note 3 - Inventory (Tables)	12 Months Ended
	Dec. 31, 2013
Inventory Disclosure [Abstract]	'
Schedule of Inventory, Current [Table Text Block]	'
		December 31,
		2013		2012
		(In thousands)
	Bulk and other	$	872	$	761
	Finished goods		36,271		32,558
		$	37,143	$	33,319

Note_4_Property_and_Equipment_

Note 4 - Property and Equipment (Tables)	12 Months Ended
	Dec. 31, 2013
Property, Plant and Equipment [Abstract]	'
Schedule Of Property Plant And Equipment [Table Text Block]	'
		December 31,
		2013			2012
		(In thousands)
	Buildings and building improvements	$	12,863		$	12,759
	Furniture, fixtures and equipment		26,917			24,157
	Computers		5,076			3,387
	Software		9,335			7,778
	Leasehold improvements		2,823			2,670
	Land		460			460
			57,474			51,211
	Less accumulated depreciation		(27,921	)		(21,045	)
			29,553			30,166
	Construction-in-progress		735			3,325
		$	30,288		$	33,491

Note_5_Other_Assets_Tables

Note 5 - Other Assets (Tables)	12 Months Ended
	Dec. 31, 2013
Disclosure Text Block Supplement [Abstract]	'
Schedule of Other Assets, Noncurrent [Table Text Block]	'
		December 31,
		2013		2012
		(In thousands)
	Goodwill	$	2,200	$	2,200
	Intangible assets, net		600		-
	Restricted cash		250		225
	Deposits		142		246
		$	3,192	$	2,671

Note_6_Accrued_Expenses_Tables

Note 6 - Accrued Expenses (Tables)	12 Months Ended
	Dec. 31, 2013
Accrued Liabilities Disclosure [Abstract]	'
Schedule of Accrued Liabilities [Table Text Block]	'
		December 31,
		2013		2012
		(In thousands)
	Accrued salaries and related expenses	$	1,968	$	1,693
	Advertising and related expenses		1,567		1,110
	Other accrued expenses		2,791		3,742
		$	6,326	$	6,545

Note_7_Stock_Option_Plan_Table

Note 7 - Stock Option Plan (Tables)	12 Months Ended
	Dec. 31, 2013
Disclosure of Compensation Related Costs, Share-based Payments [Abstract]	'
Schedule of Share-based Compensation, Stock Options, Activity [Table Text Block]	'
		Options
		Shares			Weighted		Weighted		Weighted Average Remaining Contractual Life (Years)		Aggregate
					Average		Average Grant				Intrinsic Value
					Exercise		Date Fair Value
					Price
		( In thousands, except per share)
	Outstanding, December 31, 2010		2,718		$	6.42	$	2.79		7.01	$	1,897
	Granted		1,840			4.42		2.77		10.19
	Exercised		(194	)		2.19		0.46		2.68		733
	Cancelled		(25	)		7.76		2.88		8.14
	Forfeited		(77	)		9.46		5.99		7.19
	Outstanding, December 31, 2011		4,262		$	5.69	$	2.83		7.59	$	6,945
	Granted		2,197			6.73		3.42		8.13
	Exercised		(605	)		2.29		0.85		2.01		2,573
	Cancelled		(28	)		7.89		3.33		0.06
	Forfeited		(617	)		6.61		3.62		-
	Outstanding, December 31, 2012		5,209		$	6.4	$	3.21		7.79	$	6,238
	Granted		1,120			7.5		3.94		9.42
	Exercised		(442	)		3.87		1.87		4.99		2,752
	Cancelled		(27	)		7.69		3.7		5.26
	Forfeited		(880	)		5.61		3.07		-
	Outstanding, December 31, 2013		4,980		$	7.01	$	4		7.79	$	6,238
	Exercisable at December 31, 2012		2,391		$	6.84	$	4.18		6.81	$	3,341
	Exercisable at December 31, 2013		2,679		$	7.03	$	4.28		6.54	$	1,935

Note_8_Leases_Tables

Note 8 - Leases (Tables)	12 Months Ended
	Dec. 31, 2013
Leases [Abstract]	'
Schedule of Future Minimum Rental Payments for Operating Leases [Table Text Block]	'
	Year Ending December 31,	Operating
		Leases
		(In thousands)
	2014	$	1,745
	2015		1,526
	2016		606
	2017		624
	2018		643
	Thereafter		108
	Total minimum lease payments	$	5,252

Note_9_Income_Taxes_Tables

Note 9 - Income Taxes (Tables)	12 Months Ended
	Dec. 31, 2013
Income Tax Disclosure [Abstract]	'
Schedule of Effective Income Tax Rate Reconciliation [Table Text Block]	'
		Year Ended December 31,
		2013			2012			2011
	Taxes computed at federal tax rate	$	(4,647	)	$	(6,500	)	$	(5,025	)
	State income taxes, net of federal income tax benefit		(257	)		(281	)		(277	)
	Non-deductible expense, net		9			7			-
	Incentive stock options		250			268			(34	)
	Other tax assets		80			916			556
	Change in valuation allowance – state		373			437			404
	Change in valuation allowance – federal		4,244			5,206			4,429
	Income tax expense	$	52		$	53		$	53
Schedule of Components of Income Tax Expense (Benefit) [Table Text Block]	'
		Year Ended December 31,
		2013			2012			2011
	Current tax expense	$	-		$	277		$	-
	Deferred tax expense (benefit)		52			(224	)		53
	Income tax expense	$	52		$	53		$	53
Schedule of Deferred Tax Assets and Liabilities [Table Text Block]	'
		December 31,
		2013			2012
	Deferred tax assets:
	Net operating loss and credits carryforward	$	19,530		$	15,758
	Inventory		361			366
	Accrued compensation		24			29
	Stock-based compensation		3,666			3,258
	Deferred revenue and reserves		496			678
			24,077			20,089
	Deferred tax liability:
	Depreciation and amortization		(3,034	)		(3,611	)
	Valuation allowance - state		(2,158	)		(1,785	)
	Valuation allowance - federal		(19,287	)		(15,043	)
	Deferred tax liability, net	$	(402	)	$	(350	)
Schedule Of Deferred Tax Amount [Table Text Block]	'
		December 31,
		2013			2012
	Deferred tax liability, net
	Noncurrent liability	$	402		$	350

Note_13_Quarterly_Selected_Fin1

Note 13 - Quarterly Selected Financial Data (Tables)	12 Months Ended
	Dec. 31, 2013
Quarterly Financial Information Disclosure [Abstract]	'
Schedule of Quarterly Financial Information [Table Text Block]	'
		First Quarter						Second Quarter						Third Quarter						Fourth Quarter
	(In Thousands, Except per	2013			2012			2013			2012			2013			2012			2013			2012
	Share Data)
	Net sales	$	97,756		$	83,592		$	97,234		$	79,877		$	90,492		$	82,218		$	97,262		$	84,992
	Operating loss		( 3,006	)		( 6,573	)		(4,400	)		(4,310	)		(3,581	)		(5,206	)		(2,797	)		(3,184	)
	Net loss		( 2,999	)		( 6,554	)		(4,376	)		(4,302	)		(3,566	)		(5,141	)		(2,780	)		(3,173	)
	Loss per share
	Basic		(0.09	)		(0.21	)		(0.13	)		(0.13	)		(0.11	)		(0.15	)		(0.08	)		(0.09	)
	Diluted	$	(0.09	)	$	(0.21	)	$	(0.13	)	$	(0.13	)	$	(0.11	)	$	(0.15	)	$	(0.08	)	$	(0.09	)

Note_1_Nature_of_Business_Rece2

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) (USD $)	12 Months Ended
Share data in Millions, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) [Line Items]	'	'	'
Number of Distribution Centers	2	'	'
Highly Liquid Investments With Original Maturity	'3 months	'	'
Allowance for Doubtful Accounts Receivable	$100,000	$200,000	'
Revenue Recognition, Sales Returns, Reserve for Sales Returns	200,000	'	'
Freight Costs	36,400,000	31,700,000	26,000,000
Advertising Expense	20,900,000	21,100,000	13,200,000
Allocated Share-based Compensation Expense	2,400,000	2,000,000	1,000,000
Share-based Compensation Arrangement by Share-based Payment Award, Award Vesting Period	'5 years	'	'
Expiration Period Of Option Awards	'10 years	'	'
Liability for Uncertain Tax Positions, Current	0	0	'
Unrecognized Tax Benefits, Income Tax Penalties and Interest Accrued	$0	$0	'
Nonqualified Options [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) [Line Items]	'	'	'
Share-based Compensation Arrangement by Share-based Payment Award, Award Vesting Period	'5 years	'	'
Share Based Compensation Arrangement By Share Based Payment Award, Minimum Exercisable Period For Stock Options	'10 years	'	'
Incentive Compensation Plan 2007 [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) [Line Items]	'	'	'
Share-based Compensation Arrangement by Share-based Payment Award, Number of Shares Authorized (in Shares)	'	6	'

Note_1_Nature_of_Business_Rece3

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Estimated Useful Lives of Property, Plant, and Equipment	12 Months Ended
	Dec. 31, 2013
Furniture and Fixtures [Member] | Minimum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'3 years
Furniture and Fixtures [Member] | Maximum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'10 years
Computer Equipment [Member] | Minimum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'3 years
Computer Equipment [Member] | Maximum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'5 years
Software and Software Development Costs [Member] | Minimum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'3 years
Software and Software Development Costs [Member] | Maximum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'5 years
Leaseholds and Leasehold Improvements [Member] | Minimum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'3 years
Leaseholds and Leasehold Improvements [Member] | Maximum [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'39 years
Building [Member]	'
Property, Plant and Equipment [Line Items]	'
Property and equipment, estimated useful life	'39 years

Note_1_Nature_of_Business_Rece4

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Revenue from Customers, by Products and Freight (USD $)	3 Months Ended								12 Months Ended
In Thousands, unless otherwise specified	Dec. 31, 2013	Sep. 30, 2013	Jun. 30, 2013	Mar. 31, 2013	Dec. 31, 2012	Sep. 30, 2012	Jun. 30, 2012	Mar. 31, 2012	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Revenue from External Customer [Line Items]	'	'	'	'	'	'	'	'	'	'	'
Net sales	$97,262	$90,492	$97,234	$97,756	$84,992	$82,218	$79,877	$83,592	$382,744	$330,680	$260,523
Operating Segments [Member] | Third-Party Products [Member]	'	'	'	'	'	'	'	'	'	'	'
Revenue from External Customer [Line Items]	'	'	'	'	'	'	'	'	'	'	'
Net sales	'	'	'	'	'	'	'	'	290,231	245,800	190,541
Operating Segments [Member] | Proprietary Products [Member]	'	'	'	'	'	'	'	'	'	'	'
Revenue from External Customer [Line Items]	'	'	'	'	'	'	'	'	'	'	'
Net sales	'	'	'	'	'	'	'	'	78,002	72,335	60,973
Operating Segments [Member] | Freight [Member]	'	'	'	'	'	'	'	'	'	'	'
Revenue from External Customer [Line Items]	'	'	'	'	'	'	'	'	'	'	'
Freight	'	'	'	'	'	'	'	'	$14,511	$12,545	$9,009

Note_1_Nature_of_Business_Rece5

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Reconciliation of Basic Weighted-Average Shares Outstanding to Diluted Weighted-Average Shares Outstanding	12 Months Ended
In Thousands, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Reconciliation of Basic Weighted-Average Shares Outstanding to Diluted Weighted-Average Shares Outstanding [Abstract]	'	'	'
Weighted-average shares outstanding - basic	33,631	32,675	27,829
Weighted-average shares outstanding - diluted	33,631	32,675	27,829

Note_1_Nature_of_Business_Rece6

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Antidilutive Securities Excluded From Calculation of Diluted Earnings Per Share	12 Months Ended
In Thousands, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]	'	'	'
Antidilutive common stock equivalents excluded from diluted earnings per share	4,360	4,072	2,582
Equity Option [Member]	'	'	'
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]	'	'	'
Antidilutive common stock equivalents excluded from diluted earnings per share	2,679	2,391	2,582
Warrant [Member]	'	'	'
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]	'	'	'
Antidilutive common stock equivalents excluded from diluted earnings per share	1,681	1,681	'

Note_1_Nature_of_Business_Rece7

Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted	12 Months Ended
	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Dividends	0.00%	0.00%	0.00%
Employee Stock Option [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Expected life	'	'	'
Employee Stock Option [Member] | Minimum [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Expected life	'6 years	'6 years	'
Employee Stock Option [Member] | Maximum [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Expected life	'7 years	'7 years	'
Executive Stock Option Plan [Member] | Minimum [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Expected life	'6 years	'6 years	'5 years 6 months
Executive Stock Option Plan [Member] | Maximum [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Expected life	'7 years	'7 years	'6 years 6 months
Minimum [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Volatility percentage	52.90%	54.00%	62.60%
Risk free interest rate	1.18%	0.83%	1.13%
Maximum [Member]	'	'	'
Note 1 - Nature of Business, Recent Developments, Significant Accounting Policies and Recent Accounting Guidance (Details) - Assumptions Used to Estimate Fair Value of Options Granted [Line Items]	'	'	'
Volatility percentage	53.30%	55.20%	63.90%
Risk free interest rate	2.08%	1.22%	1.94%

Note_2_Private_Placement_Detai

Note 2 - Private Placement (Details) (USD $)	0 Months Ended	12 Months Ended
Share data in Millions, except Per Share data, unless otherwise specified	Feb. 16, 2012	Dec. 31, 2012
Private Placement Disclosure [Abstract]	'	'
Stock Issued During Period, Shares, New Issues (in Shares)	4.9	'
Sale of Stock, Price Per Share (in Dollars per share)	$7.04	'
Class of Warrant or Right, Number of Securities Called by Warrants or Rights (in Shares)	1.7	'
Proceeds from Issuance or Sale of Equity	$34,800,000	'
Class of Warrant or Right, Exercise Price of Warrants or Rights (in Dollars per Item)	7.04	'
Common Stock Warrants, Term	'4 years	'
Proceeds from Issuance of Private Placement	33,600,000	33,639,000
Payments of Stock Issuance Costs	$1,200,000	'

Note_3_Inventory_Details

Note 3 - Inventory (Details) (USD $)	1 Months Ended
In Millions, unless otherwise specified	Sep. 01, 2012
Inventory Disclosure [Abstract]	'
Proceeds from Sale of Other Productive Assets	$2.20
Number of Installments	6
Installment Receivable	0.4
Gain (Loss) on Disposition of Other Assets	($0.10)

Note_3_Inventory_Details_Inven

Note 3 - Inventory (Details) - Inventory (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Inventory [Abstract]	'	'
Bulk and other	$872	$761
Finished goods	36,271	32,558
	$37,143	$33,319

Note_4_Property_and_Equipment_1

Note 4 - Property and Equipment (Details) (USD $)	12 Months Ended
In Millions, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Property, Plant and Equipment [Abstract]	'	'	'
Depreciation	$6.90	$6.50	$6.20

Note_4_Property_and_Equipment_2

Note 4 - Property and Equipment (Details) - Property and Equipment (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	$57,474	$51,211
Less accumulated depreciation	-27,921	-21,045
	29,553	30,166
Construction-in-progress	735	3,325
	30,288	33,491
Building and Building Improvements [Member]	'	'
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	12,863	12,759
Furniture and Fixtures [Member]	'	'
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	26,917	24,157
Computer Equipment [Member]	'	'
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	5,076	3,387
Software and Software Development Costs [Member]	'	'
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	9,335	7,778
Leasehold Improvements [Member]	'	'
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	2,823	2,670
Land [Member]	'	'
Note 4 - Property and Equipment (Details) - Property and Equipment [Line Items]	'	'
Property, Plant, and Equipment	$460	$460

Note_5_Other_Assets_Details

Note 5 - Other Assets (Details) (USD $)	1 Months Ended			1 Months Ended
	Dec. 20, 2013	Dec. 31, 2013	Dec. 31, 2012	Dec. 20, 2013	Dec. 31, 2013
				Intellectual Property [Member]	Intellectual Property [Member]
Note 5 - Other Assets (Details) [Line Items]	'	'	'	'	'
Goodwill	'	$2,200,000	$2,200,000	'	'
Noncash or Part Noncash Acquisition, Value of Assets Acquired	'	'	'	$600,000	'
Noncash or Part Noncash Acquisition, Noncash Financial or Equity Instrument Consideration, Shares Issued (in Shares)	107,651	'	'	'	'
Finite-Lived Intangible Asset, Useful Life	'	'	'	'	'2 years

Note_5_Other_Assets_Details_Ot

Note 5 - Other Assets (Details) - Other Assets (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Other Assets [Abstract]	'	'
Goodwill	$2,200	$2,200
Intangible assets, net	600	'
Restricted cash	250	225
Deposits	142	246
	$3,192	$2,671

Note_6_Accrued_Expenses_Detail

Note 6 - Accrued Expenses (Details) - Accrued Expenses (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Accrued Expenses [Abstract]	'	'
Accrued salaries and related expenses	$1,968	$1,693
Advertising and related expenses	1,567	1,110
Other accrued expenses	2,791	3,742
	$6,326	$6,545

Note_7_Stock_Option_Plan_Detai

Note 7 - Stock Option Plan (Details) (USD $)	12 Months Ended
In Millions, unless otherwise specified	Dec. 31, 2013
Disclosure of Compensation Related Costs, Share-based Payments [Abstract]	'
Employee Service Share-based Compensation, Nonvested Awards, Compensation Not yet Recognized, Stock Options (in Dollars)	$6
Employee Service Share-based Compensation, Nonvested Awards, Compensation Cost Not yet Recognized, Period for Recognition	'3 years 189 days

Note_7_Stock_Option_Plan_Detai1

Note 7 - Stock Option Plan (Details) - Stock Option Activity (USD $)	12 Months Ended
In Thousands, except Per Share data, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011	Dec. 31, 2010
Stock Option Activity [Abstract]	'	'	'	'
Shares (in Shares)	4,980	5,209	4,262	2,718
Weighted Average Exercise Price	$7.01	$6.40	$5.69	$6.42
Weighted Average Grant Date Fair Value	$4	$3.21	$2.83	$2.79
Weighted Average Remaining Contractual Life	'7 years 288 days	'7 years 288 days	'7 years 215 days	'7 years 3 days
Aggregate Intrinsic Value (in Dollars)	$6,238	$6,238	$6,945	$1,897
Exercisable (in Shares)	2,679	2,391	'	'
Weighted Average Exercise Price, Exercisable	$7.03	$6.84	'	'
Weighted Average Grant Date Fair Value, Exercisable	$4.28	$4.18	'	'
Weighted Average Remaining Contractual Life, Exercisable	'6 years 197 days	'6 years 295 days	'	'
Aggregate Intrinsic Value, Exercisable (in Dollars)	1,935	3,341	'	'
Granted (in Shares)	1,120	2,197	1,840	'
Weighted Average Exercise Price, Granted	$7.50	$6.73	$4.42	'
Weighted Average Grant Date Fair Value, Granted	$3.94	$3.42	$2.77	'
Weighted Average Remaining Contractual Life, Granted	'9 years 153 days	'8 years 47 days	'10 years 69 days	'
Exercised (in Shares)	-442	-605	-194	'
Weighted Average Exercise Price, Exercised	$3.87	$2.29	$2.19	'
Weighted Average Grant Date Fair Value, Exercised	$1.87	$0.85	$0.46	'
Weighted Average Remaining Contractual Life, Exercised	'4 years 361 days	'2 years 3 days	'2 years 248 days	'
Aggregate Intrinsic Value, Exercised (in Dollars)	$2,752	$2,573	$733	'
Cancelled (in Shares)	-27	-28	-25	'
Weighted Average Exercise Price, Cancelled	$7.69	$7.89	$7.76	'
Weighted Average Grant Date Fair Value, Cancelled	$3.70	$3.33	$2.88	'
Weighted Average Remaining Contractual Life, Cancelled	'5 years 94 days	'21 days	'8 years 51 days	'
Forfeited (in Shares)	-880	-617	-77	'
Weighted Average Exercise Price, Forfeited	$5.61	$6.61	$9.46	'
Weighted Average Grant Date Fair Value, Forfeited	$3.07	$3.62	$5.99	'
Weighted Average Remaining Contractual Life, Forfeited	'0 years	'0 years	'7 years 69 days	'

Note_8_Leases_Details

Note 8 - Leases (Details) (USD $)	12 Months Ended
In Millions, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2010
Leases [Abstract]	'	'	'
Operating Leases, Rent Expense	$1.70	$2	$2.10

Note_8_Leases_Details_Future_M

Note 8 - Leases (Details) - Future Minimum Lease Payments of Operating Lease (USD $)	Dec. 31, 2013
In Thousands, unless otherwise specified
Future Minimum Lease Payments of Operating Lease [Abstract]	'
2014	$1,745
2015	1,526
2016	606
2017	624
2018	643
Thereafter	108
Total minimum lease payments	$5,252

Note_9_Income_Taxes_Details

Note 9 - Income Taxes (Details) (USD $)	Dec. 31, 2013	Dec. 31, 2012
Note 9 - Income Taxes (Details) [Line Items]	'	'
Liability for Uncertain Tax Positions, Current	$0	$0
Unrecognized Tax Benefits, Income Tax Penalties and Interest Accrued	0	0
Deferred Tax Assets, Valuation Allowance	21,400,000	'
Deferred Tax Liabilities, Goodwill	400,000	'
Internal Revenue Service (IRS) [Member]	'	'
Note 9 - Income Taxes (Details) [Line Items]	'	'
Deferred Tax Assets, Valuation Allowance	-19,287,000	-15,043,000
Operating Loss Carryforwards	53,100,000	'
FLORIDA	'	'
Note 9 - Income Taxes (Details) [Line Items]	'	'
Operating Loss Carryforwards	14,800,000	'
NORTH CAROLINA	'	'
Note 9 - Income Taxes (Details) [Line Items]	'	'
Operating Loss Carryforwards	$14,200,000	'

Note_9_Income_Taxes_Details_Re

Note 9 - Income Taxes (Details) - Reconciliation of the Federal Statutory Income Tax Rate to Effective Tax Rate (USD $)	12 Months Ended
In Thousands, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Note 9 - Income Taxes (Details) - Reconciliation of the Federal Statutory Income Tax Rate to Effective Tax Rate [Line Items]	'	'	'
Taxes computed at federal tax rate	($4,647)	($6,500)	($5,025)
State income taxes, net of federal income tax benefit	-257	-281	-277
Non-deductible expense, net	9	7	'
Incentive stock options	250	268	-34
Other tax assets	80	916	556
Income tax expense	52	53	53
State and Local Jurisdiction [Member]	'	'	'
Note 9 - Income Taxes (Details) - Reconciliation of the Federal Statutory Income Tax Rate to Effective Tax Rate [Line Items]	'	'	'
Change in valuation allowance	373	437	404
Internal Revenue Service (IRS) [Member]	'	'	'
Note 9 - Income Taxes (Details) - Reconciliation of the Federal Statutory Income Tax Rate to Effective Tax Rate [Line Items]	'	'	'
Change in valuation allowance	$4,244	$5,206	$4,429

Note_9_Income_Taxes_Details_Pr

Note 9 - Income Taxes (Details) - Provision for Income Taxes Charged to Operations (USD $)	12 Months Ended
In Thousands, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Provision for Income Taxes Charged to Operations [Abstract]	'	'	'
Current tax expense	'	$277	'
Deferred tax expense (benefit)	52	-224	53
Income tax expense	$52	$53	$53

Note_9_Income_Taxes_Details_Ta

Note 9 - Income Taxes (Details) - Tax Effects of Temporary Differences to Significant Components of Deferred Tax (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Note 9 - Income Taxes (Details) - Tax Effects of Temporary Differences to Significant Components of Deferred Tax [Line Items]	'	'
Net operating loss and credits carryforward	$19,530	$15,758
Inventory	361	366
Accrued compensation	24	29
Stock-based compensation	3,666	3,258
Deferred revenue and reserves	496	678
	24,077	20,089
Depreciation and amortization	-3,034	-3,611
Valuation allowance	21,400	'
State and Local Jurisdiction [Member]	'	'
Note 9 - Income Taxes (Details) - Tax Effects of Temporary Differences to Significant Components of Deferred Tax [Line Items]	'	'
Valuation allowance	-2,158	-1,785
Internal Revenue Service (IRS) [Member]	'	'
Note 9 - Income Taxes (Details) - Tax Effects of Temporary Differences to Significant Components of Deferred Tax [Line Items]	'	'
Valuation allowance	-19,287	-15,043
Deferred tax liability, net	($402)	($350)

Note_9_Income_Taxes_Details_De

Note 9 - Income Taxes (Details) - Deferred Tax Amounts (USD $)	Dec. 31, 2013	Dec. 31, 2012
In Thousands, unless otherwise specified
Deferred tax liability, net	'	'
Noncurrent liability	$402	$350

Note_10_Related_Party_Transact1

Note 10 - Related Party Transactions (Details) (USD $)	0 Months Ended	12 Months Ended
In Millions, unless otherwise specified	Feb. 16, 2012	Dec. 31, 2011	Dec. 31, 2010
Related Party Transactions [Abstract]	'	'	'
Common Stock Outstanding Percentage	'	'	30.00%
Reimbursable Out Of Pocket Expense	'	'	$0.70
Reimbursed Expense	'	0.4	0.3
Proceeds from Issuance of Common Stock	$34.80	'	'

Note_11_Retirement_Plan_Detail

Note 11 - Retirement Plan (Details) (USD $)	12 Months Ended
In Millions, unless otherwise specified	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Note 11 - Retirement Plan (Details) [Line Items]	'	'	'
Defined Contribution Plan, Maximum Annual Contributions Per Employee, Percent	5.00%	'	'
Defined Contribution Plan, Cost Recognized (in Dollars)	$0.70	$0.70	$0.60
First 3% of Employee Contributions [Member]	'	'	'
Note 11 - Retirement Plan (Details) [Line Items]	'	'	'
Defined Contribution Plan, Employer Matching Contribution, Percent of Employees' Gross Pay	100.00%	'	'
Next 2% of Employee Contributions [Member]	'	'	'
Note 11 - Retirement Plan (Details) [Line Items]	'	'	'
Defined Contribution Plan, Employer Matching Contribution, Percent of Employees' Gross Pay	50.00%	'	'

Note_13_Quarterly_Selected_Fin2

Note 13 - Quarterly Selected Financial Data (Details) (USD $)	3 Months Ended
In Millions, unless otherwise specified	Dec. 31, 2012
Quarterly Financial Information Disclosure [Abstract]	'
Increase (Decrease) In Performance Related Bonus Expenses	$1.10

Note_13_Quarterly_Selected_Fin3

Note 13 - Quarterly Selected Financial Data (Details) - Quarterly Selected Financial Data (Unaudited) (USD $)	3 Months Ended								12 Months Ended
In Thousands, except Per Share data, unless otherwise specified	Dec. 31, 2013	Sep. 30, 2013	Jun. 30, 2013	Mar. 31, 2013	Dec. 31, 2012	Sep. 30, 2012	Jun. 30, 2012	Mar. 31, 2012	Dec. 31, 2013	Dec. 31, 2012	Dec. 31, 2011
Quarterly Selected Financial Data (Unaudited) [Abstract]	'	'	'	'	'	'	'	'	'	'	'
Net sales	$97,262	$90,492	$97,234	$97,756	$84,992	$82,218	$79,877	$83,592	$382,744	$330,680	$260,523
Operating loss	-2,797	-3,581	-4,400	-3,006	-3,184	-5,206	-4,310	-6,573	-13,784	-19,272	-14,825
Net loss	($2,780)	($3,566)	($4,376)	($2,999)	($3,173)	($5,141)	($4,302)	($6,554)	($13,721)	($19,171)	($14,831)
Loss per share	'	'	'	'	'	'	'	'	'	'	'
Basic (in Dollars per share)	($0.08)	($0.11)	($0.13)	($0.09)	($0.09)	($0.15)	($0.13)	($0.21)	'	'	'
Diluted (in Dollars per share)	($0.08)	($0.11)	($0.13)	($0.09)	($0.09)	($0.15)	($0.13)	($0.21)	'	'	'