Sherpani is implementing a MAP policy for the Spring 2014 season. The company says the MAP policy is part of a company initiative to reduce discounting and “recommit to the retailers that add value to the brand and create a greater customer shopping experience.”
The MAP policy will apply to the popular Elements Collection, Limited Edition Collection, and the new Wellness Collection. As part of the focus on brand value and distribution channels, Sherpani will also limit the number of purely e-commerce customers to 10 online retailers that align with Sherpani’s brand standards and commitment to best practices.
According to Sherpani CEO Ed Ruzic, the new policy is due to the persistent overstock situation and the boom in e-commerce sites and Flash sites that led Sherpani into a period of unrestrained discounts and deals on products. “Ultimately, we decided the best course for us was to stay true to the retailers who are investing in the brand and adding value to the Sherpani experience,” Ruzic says. “We are proactively producing fewer units and believe our new policies, plus the scarcity of product, will keep the prices where they belong and bring value back to the product. Sherpani prices are already extremely competitive along with a lifetime guarantee and our fanatical fan base is exploding, therefore, we see no reason to allow undercutting of price that devalues the Sherpani products and ultimately the brand image.”
