Resale Brand Standard Policy

October 21, 2021

1. Introduction and Policy Overview

FloraCraft has a long history of providing only the highest quality products to the craft and floral industries. Our family-owned company started in 1947 with the mission to provide excellence in products, diversity in thought and deed, and superior supply chain management to our customers. Over the past 70 years, we have worked with and relied upon a growing number of retail and distribution partners to educate consumers about the benefits of FloraCraft products.
Our success is tied to the success of these incredible partners, and to ensure that our resellers can effectively sell our products, continue to support the recognized high product standards of the FloraCraft product family, maintain our well-established goodwill and brand equity, avoid intra-brand channel conflict, and insure there is no product confusion to the end-use consumer, we are implementing a Resale Brand Standard Policy (this “Policy”).

2. Policy Statement

FloraCraft, in its sole discretion, reserves the right to discontinue doing business with any reseller that fails to abide by this Policy. By transacting business with FloraCraft, you agree with this Policy in its entirety. If you do not agree with all the terms of this Policy, do not transact business with FloraCraft.

3. General Guidelines

The products covered by this Policy include all FloraCraft products sold on any e-commerce platform, including, without limitation,Amazon.com. FloraCraft recognizes that resellers have been free to sell any product on e-commerce platforms, without consulting or advising FloraCraft. By continuing to offer FloraCraft products for sale via e-commerce platforms, you agree that FloraCraft, pursuant to this policy, has the right, in its sole and exclusive discretion, to determine which resellers are eligible to participate in its Authorized Reseller Program ((“FRP”).

4. Brand Standard Guidelines

• Must use FloraCraft as the brand attribute on product detail pages.
• Products sold by FloraCraft, with FloraCraft labels will not be defaced, re-labeled, labeled over, or altered or manipulated in any way.
• Changes to the UPC/ASIN for the sole purpose of reselling a FloraCraft product under a different SKU/Brand is not permitted.
• Product titles, descriptions and bullets must be provided by FloraCraft and meet all style guide requirements of the platform on which the product is listed.
• Product variations and groupings must be approved by FloraCraft before being published.
• All imagery used must be provided by FloraCraft and unedited.
• Bundling and kitting without prior written authorization from FloraCraft is not permitted.
• A published link is required to be sent to FloraCraft for approval once the product is listed online.
• FloraCraft customers may not re-sell or distribute to any person or entity that may re-sell any FloraCraft products to Amazon through Vendor Central. Furthermore, customers may not sell directly to Amazon through Vendor Central. Online retailers are not automatically granted permission to sell on Amazon’s marketplace. All customers must have written consent from FloraCraft to sell or distribute to customers that sell through the Amazon marketplace. FloraCraft reserves the right to not sell to any customer who violates this policy. A customer may continue and is encouraged to sell these products through other channels, such as their own website or through a brick-and-mortar location.

This Policy also applies to any activity which FloraCraft determines, in its sole discretion, is designed or intended to circumvent, or has the effect of circumventing, the intent of this Policy.

5. Policy Enforcement

In the event of a Policy violation, all reseller accounts shall have a period of forty-eight (48) hours from transmission of notice of the violation by FloraCraft to bring the violating ASIN into compliance or FloraCraft reserves the right to cancel any pending orders and cease filling any new orders for the product(s) in violation of this Policy for the following periods:

i. For an initial violation, FloraCraft will cancel any pending orders and cease filling any new orders for a period of thirty (30) days.

ii. For a second violation by a reseller within one (1) year of the initial violation, FloraCraft, at its discretion, reserves the right to cancel any pending orders or cease filling orders for a period of greater than thirty (30) days. Repeated infractions of this Policy may result in termination of dealer status.

FloraCraft’s Resale Brand Standard Policy Administrator is solely responsible for determining whether a violation of the Policy has occurred.

Resellers are expected to provide reasonable cooperation with any FloraCraft investigations regarding possible Policy violations. Hindering, obstructing, delaying, or otherwise failing to cooperate with this Policy investigation is a violation of this Policy.

The Policy will be enforced by FloraCraft in its sole discretion and without notice. No person or entity other than FloraCraft, including without limitation dealers, distributors, and resellers has the right to enforce the Policy. Violations of this Policy may result in any of the aforementioned sanctions up to and including termination of our business relationship.

All questions related to this Policy should be directed to: modell@floracraft.com.