As Sarreid continues to strengthen its position as a distinctive, design-driven brand, we are seeing a meaningful shift in the marketplace. Both consumers and interior designers are increasingly asking for Sarreid by name. This growing brand recognition is a direct result of our collective efforts to present Sarreid consistently as a premium, aspirational resource within the home furnishings industry.
Uniform pricing is essential to protecting this brand equity. The Sarreid IMAP policy exists to ensure fair competition among our partners, preserve long-term brand value, and maintain a level playing field across all distribution channels. Unfortunately, we have recently observed IMAP violations with increasing regularity and across multiple channels.
We want to be very clear: Sarreid takes pricing integrity seriously. In alignment with current IMAP best practices, Sarreid’s IMAP policy is a unilateral policy governing advertised pricing only. It is not an agreement, and compliance is entirely at each account’s discretion. However, Sarreid will be actively monitoring advertised prices and will enforce the policy consistently and aggressively through all means available to us.
Failure to comply with the IMAP policy may result in corrective action, which can include, but is not limited to, refusal to make select SKUs, categories, or entire collections available for sale. While this is not our desired outcome, we must be candid that violations can and will have consequences.
We value our business relationships and appreciate the role our partners play in Sarreid’s continued growth. At the same time, maintaining pricing discipline is critical to ensuring Sarreid remains a trusted, premium brand for designers, retailers, and consumers alike.
Attached to this email, you will find a copy of the Sarreid IMAP policy for your reference. We strongly encourage you to review it carefully and ensure all advertised pricing is fully compliant.
Thank you for your time, attention, and continued partnership. Should you have any questions regarding the policy, please contact me directly or your Sarreid sales representative.
Sincerely,
Brad Cates
President & CEO
What is a MAP policy?
MAP stands for Minimum Advertised Price. Brands create MAP policies to outline the minimum price at which retailers can advertise their products.
What are the benefits of a MAP policy?
It protects the brand
Without a MAP policy in place, retailers may advertise products at low prices to attract store traffic or increase web traffic. Some sellers may be tempted to sell a brand’s products at a discounted price – or even at a loss – in order to earn positive reviews.
If this happens too often it can diminish the value of a brand in the eyes of consumers. This could have a devastating impact on luxury brands and high-end product lines. For this reason, it is hugely important for brands like Sarreid to retain some control over their minimum advertised price.
It protects the retailers/designers
One of the main reasons why Sarreid has a MAP policy is to protect you, our customers. When one retailer cuts a product’s price others may be forced to follow so they can remain competitive. But all this ends up doing is cutting into the retailer’s margins and therefore making it nearly impossible to make money on the product.
As we know, consumers are always searching for the best deal they can get. If they find a product they purchased cheaper somewhere else, they end up with a negative attitude about your business. Our MAP policy is used to ensure an even playing field amongst retailers which allows you to focus on providing the best customer experience you can give.
What is Sarreid’s MAP Policy?
So glad you asked! We have just updated our MAP policy to reflect today’s market conditions. You may view the current policy below or download it by clicking the link here> Map Policy
If you have any questions regarding our MAP Policy please do not hesitate to ask. You may call us at 252-291-1414 or email crteam@sarreid.com
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