Willow Tree MAP Policy

Willow Tree® Minimum Advertised Price Policy for the United States

Effective Date: August 1, 2026

1. Purpose

There are certain advertising practices that undermine the reputation, brand, goodwill, and premium image of Willow Tree® products with our target customer population and discourage our sellers from investing in the products and providing the best possible service and support to customers. To protect the integrity of the Willow Tree® brand, DD Traders Inc. d/b/a DEMDACO (“DEMDACO,” “we,” or “our”) is implementing this unilateral Willow Tree® Minimum Advertised Price Policy for the United States (“Policy”), which applies to all authorized sellers of Willow Tree® products advertising to end user customers in the United States (“Sellers”). This Policy supersedes all of our prior policies or representations regarding minimum advertised prices or minimum resale prices for Willow Tree®-brand products applicable to Sellers.

2. Covered Products

This Policy applies to advertisements of Willow Tree® products listed on the Willow Tree® MAP Schedule (“Covered Products”), the current version of which is attached or available through your account at https://www.demdacoretailers.com/. The MAP Schedule will be made available to all Sellers and may be changed by us at any time in our discretion. Sellers are responsible for reviewing the current MAP Schedule, but we will work to notify Sellers promptly when updates are made to it.

3. The Minimum Advertised Price

The “minimum advertised price” (“MAP”) is the lowest price at which the Covered Product may be advertised. We are solely responsible for (1) establishing the MAP for each Covered Product and (2) communicating the Policy to all Sellers. While Sellers remain free to advertise and sell all Willow Tree® products (including the Covered Products) at any price, it is a violation of this Policy for a Seller to advertise any Covered Product at a price lower than the MAP unless otherwise set forth herein.

4. Advertising and Advertisements

The terms “advertising” and “advertisement” include all promotional or pricing information related to Covered Products displayed in any type of media, including, but not limited to:

  • newspapers
  • catalogs
  • magazines
  • flyers
  • brochures
  • television
  • radio ads
  • billboards
  • outdoor signage
  • websites
  • blogs
  • social media
  • affiliate marketing networks/comparison shopping engines
  • seller-initiated text messages or emails to customers or prospective customers
  • mobile/smart phone applications
  • banner ads
  • online product ads
  • paid search ads
  • pay-per-click ads
  • display ads
  • mobile ads
  • product listing ads
  • sponsored links
  • ads in any other media in a digital format that is conveyed via the internet
  • any other marketing or promotional materials, whether displayed online, through broadcast, or other media

The terms “advertising” and “advertisement” do not include:

  • Signage and other pricing information displayed within a brick-and-mortar selling location; and
  • Pricing information displayed at the “Final Online Checkout Stage” (which is generally when the Covered Product is put into an online shopping cart that contains the customer’s name, shipping address, email address, and payment information for a transaction). Please note that pricing information in the Final Online Checkout Stage must be obscured technically so that it is not retrievable by shopping and pricing engines and not displayed on search page results within the Seller’s own website.

5. Policy Violations and Permissible Promotions

Direct or indirect attempts to circumvent this Policy violate this Policy. Other advertisements that violate this Policy include, but are not limited to:

  1. Displaying the advertised price of the Covered Product below the MAP.
  2. Offering coupons, discounts, rebates, or other inducements that, when applied, result in an advertised price lower than the MAP, including through use of a storewide sale, category-wide sale, website-wide sale, promotional code, or other similar provision that can be applied to the Covered Products.
  3. Bundling Covered Products with other products or services (whether made by or provided by DEMDACO or another entity) in a manner that implies below-MAP pricing for the bundled Covered Product(s).
  4. Strikeouts or strikethroughs of advertised pricing information, “see price in cart,” “add to cart for price,” or other statements that suggest a lower price for a Covered Product may be found in the shopping cart or at the Final Online Checkout Stage.
  5. Permitting any third party to alter the advertised price for any Covered Product.

Notwithstanding the prior advertisements that constitute violations in Section 5, it is not a violation to advertise the following:

  1. That a customer may “call for price,” “text for price,” or “email for price,” as long as no price is listed and no automated call, text message, or “bounce-back” email is used in response.
  2. Free or reduced-price shipping, as long as such offer applies to all or almost all other products offered by the Seller in the same product category.
  3. Bundling Covered Products with other Covered Products different in size or shape, so long as the advertisement complies with the Advertised Pricing Guide for Asymmetrical Assortments.
  4. A coupon or coupon code that can be applied only to the first-time purchase of a Covered Product, provided that such coupon or coupon code is provided in exchange for signing up for emails or text messages from the Seller and does not provide a discount of more than 10 percent (10%) below the MAP.
  5. The accrual and application of “points” or other things of value (“Loyalty Points”) in connection with the purchase of a Covered Product, provided that (1) Loyalty Points may be accrued and applied to all or almost all of the products offered by a Seller; and (2) the rate of accruing Loyalty Points for Covered Products is no more than the rate applicable to all or almost all other brands of products offered by the Seller.
  6. A discontinued product gifted with purchase of a Covered Product, provided that (1) the gifted product is identified as discontinued by DEMDACO and not a Covered Product and (2) such programs do not advertise the price of the Covered Product below the MAP.

6. This Policy Is Not an Agreement and Is Non-Negotiable

This Policy is not an agreement between DEMDACO and any other entity. We do not seek and will not accept any promise of compliance with this Policy from any Seller or other party, and each Seller must independently choose whether to comply with this Policy. This Policy is not negotiable and will not be altered for any individual Seller.

7. MAP Holidays

We may announce MAP holidays or promotions that are applicable to all Sellers, during which periods a Seller that advertises a Covered Product in compliance with the terms of the MAP holiday will not be considered to have violated this Policy.

8. Noncompliance

We will take the following actions against any Seller that does not comply with this Policy:

First Violation:
Written notice.
Second Violation:
Written notice and a 7-day shipping hold. This means that we will revoke our acceptance of any pending orders, cancel any pending shipments to you, and not accept any new orders from you during this 7-day period.
Third Violation:
Termination of business relationship and revocation of “authorized” status. We will revoke our acceptance of any pending orders and cancel any pending shipments to you. You will no longer be an “authorized” seller of Willow Tree® products. Your Diamond Program or Platinum Program benefits will be revoked.

We will enforce this Policy in our sole discretion. Sellers have no right to enforce this Policy.

9. Policy Administration

We may update, revise, suspend, or otherwise modify this Policy at any time in our discretion, and any modifications will be made available to all Sellers.

Please note that our employees or agents cannot modify, interpret, or grant any exceptions to this Policy; cannot solicit or obtain the agreement of any person or entity to comply with this Policy; and cannot otherwise discuss any aspect of this Policy with any Seller, including any Seller’s compliance with the terms.

Any questions about this Policy should be sent in writing to our MAP Policy Administrator at seller.compliance@demdaco.com. We will not accept any other form of communication from Sellers regarding this Policy.

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