Varaluz Minimum Advertised Price (MAP) Policy

Effective Date: May 1, 2026

Varaluz, LLC (“Varaluz”) has unilaterally established this Minimum Advertised Price (“MAP”) Policy applicable to all authorized distributors, dealers, designers, online resellers, and other authorized sellers (collectively, “Authorized Resellers”). This Policy is intended to protect the integrity of the Varaluz brand, maintain fair competition, and support our valued distribution partners.

This MAP Policy is unilateral and does not constitute an agreement between Varaluz and any Authorized Reseller. Varaluz reserves the right to modify, suspend, or discontinue this MAP Policy at any time, in its sole discretion.

1. MAP Pricing Structure

The Minimum Advertised Price (“MAP”) for all Varaluz products shall be no lower than twenty-five percent (25%) below the current published List Price.

MAP pricing is established by Varaluz and published in official price lists and data feeds. Varaluz may update MAP pricing at any time.

MAP applies to all new, current, and replenishable products unless expressly designated otherwise in writing by Varaluz.

Products not specifically identified as exempt remain subject to this Policy.

2. Definition of “Advertised Price”

“Advertised Price” includes any publicly visible price, discount, promotion, or pricing communication, including but not limited to:

·      Websites (including product pages and cart previews)

·      Google Shopping feeds and listings

·      Paid search advertisements

·      Display and retargeting advertisements

·      Email marketing and SMS campaigns

·      Social media posts and advertisements

·      Affiliate marketing platforms

·      Marketplace listings

·      Printed materials or digital catalogs

Any method intended to circumvent this MAP Policy, whether expressly identified herein or not, as determined by Varaluz in its sole discretion, shall constitute a violation.

3. Enforcement and Consequences

Violations of this MAP Policy may result in one or more of the following actions, in Varaluz’s sole discretion:

·      Violation 1: Written notice with 24 hours to correct

·      Violation 2: Suspension of order fulfillment until pricing is corrected  

 

Varaluz reserves the right to take immediate action including: removal of data feed access, restriction of future product access, suspension or termination of reseller status, in cases of:

·      Unauthorized marketplace pricing violations

·      Repeated or willful violations

·      Egregious pricing discrepancies

 

Failure by Varaluz to enforce any provision of this Policy shall not constitute a waiver of its rights to enforce future violations.

 

4. Online & Digital Advertising Compliance

MAP applies to all digital channels, including but not limited to:

·      Google Shopping feeds and listings

·      Paid search platforms (Google Ads, Bing Ads, etc.)

·      Social advertising platforms

·      Affiliate and performance marketing platforms

·      Behavioral retargeting and banner advertisements

Authorized Resellers utilizing third-party service providers, agencies, marketplace integrators, or automated pricing tools are responsible for ensuring real-time compliance with this MAP Policy.

Authorized Resellers are responsible for the actions of any third party acting on their behalf.

5. Sitewide Promotions & MAP Holidays

Varaluz may designate specific promotional periods (“MAP Holidays”) during which pricing below MAP is permitted.

Such promotions will:

·      Be communicated in writing in advance

·      Include defined start and end dates

·      Specify allowable discount levels

Outside of officially designated MAP Holidays, sitewide or category-wide discounts that reduce pricing below MAP are strictly prohibited.

6. Marketplace Pricing Compliance

Only resellers authorized under the Varaluz Authorized Reseller Policy may sell Varaluz products on third-party marketplaces.

All approved marketplace sellers must adhere strictly to MAP pricing when advertising Varaluz products.

Marketplace listings, sponsored placements, and marketplace advertising tools must remain MAP compliant at all times.

7. Exclusions

The following are exempt from MAP, provided that the product condition is clearly disclosed in all advertising:

·      Discontinued or closeout items explicitly identified by Varaluz

·      Damaged or returned merchandise

·      Clearly identified “open box” items

·      Invoices, quotes, or private negotiations not publicly advertised

Varaluz reserves the right to determine whether an item qualifies for exemption.

8. Monitoring & Investigation

Varaluz actively monitors compliance across all sales channels, directly and through third-party monitoring services.

Authorized Resellers are expected to cooperate fully with any investigation regarding possible violations. Any hindrance, obstruction, delay, or failure to reasonably cooperate shall constitute a violation of this Policy.

Varaluz has sole and unilateral authority to interpret and enforce this MAP Policy and to determine whether a violation has occurred.

Each day that a violation continues shall constitute a separate violation.

9. Unilateral Policy Statement

This MAP Policy is established unilaterally by Varaluz. Varaluz will not solicit, consider, or agree to any request by an Authorized Reseller to modify this Policy.

No employee, sales representative, or agent of Varaluz is authorized to modify, interpret, or grant exceptions to this Policy except through written notice issued by Varaluz.

All questions regarding this MAP Policy must be submitted in writing to:

customerservice@varaluz.com