US Minimum Advertised Price (MAP) Policy

Legends Of England Inc.
Issued unilaterally by Legends Of England Inc. DBA Alchemy of England
Contact: sales@alchemyofengland.com | alchemyofengland.com
Original effective date: 17 July 2026 | Revised version issued: 13 October 2026

1. Purpose and Unilateral Nature

Legends Of England Inc. (the Company) is an authorized distributor of authentic alternative subculture products, lifestyle goods, and fashion accessories within the United States. The Company independently establishes this Minimum Advertised Price (MAP) Policy to support the premium market positioning, brand identity, and public presentation of its covered multi-brand distribution portfolio within the United States market.

This Policy states the advertised pricing standards under which the Company independently chooses to supply authorized retailers, distributors, and resellers, including wholesale and dropship accounts (Resellers). It is a unilateral Company policy, not a bilateral agreement or contract. The Company does not seek or accept assurances, promises, or agreements of compliance. Any assurance a Reseller offers on its own is rejected and plays no part in the Company's decisions. Resellers make their own independent pricing decisions. The Company independently monitors advertising and makes its own supply decisions under section 6.

The Policy has been in force since 17 July 2026. This revised version applies prospectively from its issuance; revised provisions will not be applied retroactively to earlier conduct.

2. Geographic Scope

This Policy applies to advertising directed at customers in the United States, including US marketplace offers and advertising on websites or other channels targeting the US market. An advertisement does not fall within this Policy solely because it is accessible from the United States. This Policy does not establish advertised pricing requirements for advertising directed solely at other markets.

3. Advertised Prices and Permitted Discounts

This Policy covers only the publicly advertised product price for products identified as MAP-covered in the current Official MAP Pricing Sheet. It does not set or restrict the final transaction price. Resellers independently determine their actual selling prices.

Public advertising includes marketplace listings, public e-commerce product pages, search advertisements, social media posts, print advertisements, catalogs, and public flyers. The publicly displayed product price must be at or above the applicable MAP, except during an applicable MAP holiday or other Company-announced promotional window.

Shipping charges are separate from the advertised product price. Free or discounted shipping is permitted and is not deducted when assessing the product price against MAP. Shipping charges cannot offset a publicly advertised product price below MAP.

The following are permitted while the publicly advertised product price remains at or above MAP:

  • Prices communicated only at an in-store point of sale.
  • “See price in cart” messaging and discounts or coupons applied only in the shopping cart or at checkout, where the resulting below-MAP price is not displayed in public advertising.
  • Private offers in direct email newsletters sent to subscribed members, and genuinely private, password-protected sales. A public newsletter archive or publicly accessible sales page is public advertising.

A public price, sale badge, coupon, or discount message that states or enables a customer to calculate a below-MAP product price is covered by this Policy. Private newsletter offers, non-public checkout discounts, and shipping promotions are treated separately as described above.

Resellers are responsible for their own public offers, including prices generated by automated repricing systems. A third party’s independent offer is not attributed to a Reseller merely because it appears on the same shared marketplace product page.

4. MAP Holidays and Promotional Windows

Resellers may advertise covered products below MAP during the following windows. Participation is optional. Windows begin at 12:00 a.m. and end at 11:59 p.m. US Central Time:

  • Memorial Day: The five calendar days before Memorial Day and Memorial Day itself (six days in total).
  • Independence Day: 28 June through 6 July, inclusive.
  • Labor Day: The five calendar days before Labor Day and Labor Day itself (six days in total).
  • Black Friday, Thanksgiving and Cyber Monday Window: The five calendar days before Thanksgiving, through Cyber Monday, inclusive.

The Company may announce additional promotional windows or changes in writing, identifying the applicable dates and products. Outside an applicable window, the standard MAP applies.

5. Separate Distribution Requirements

This Policy addresses publicly advertised pricing standards only. Any applicable marketplace prohibitions, proprietary website approvals, or storefront disclosure obligations are independently established and governed under the Company’s standalone Wholesale Distribution and Sales Channel Policy, available on request from sales@alchemyofengland.com. Compliance with the advertised pricing standards of this MAP Policy does not constitute authorization for a Reseller to advertise or sell Company products through a restricted, unapproved, or otherwise prohibited sales channel.

6. Independent Monitoring and Enforcement

The Company independently monitors public advertising and evaluates its own evidence. A complaint from another Reseller does not by itself lead to action. The Company acts only on advertising it verifies independently. It does not negotiate advertised prices, seek commitments about future pricing, or coordinate Resellers' prices. Questions about product coverage, factual errors, or the administration of this Policy may be directed to sales@alchemyofengland.com.

  • Definition of a Violation Notice: All below-MAP offers identified and communicated to a Reseller within a single written notification are treated collectively as one single violation. A separate subsequent violation means below-MAP advertising first observed after the previous violation was corrected. Violations are counted over a rolling 12-month period, so a violation more than 12 months old is not counted.
  • First violation: The Company will issue an individual written warning by email identifying the Reseller’s offer, the covered product(s), the observed advertised price, and the applicable MAP. The warning will specify a correction deadline allowing three full business days after the day the notice is sent. No acknowledgement or promise of compliance is required.
  • Uncorrected first violation: If the identified offer remains below MAP after that correction deadline, the Company will suspend acceptance of new wholesale and dropship orders from the Reseller for 30 calendar days. This continuing violation will not also be counted as a separate second violation.
  • Second violation: A separate subsequent violation, following correction of the first violation or resumption of supply after suspension, will result in a 30-calendar-day suspension of acceptance of new wholesale and dropship orders from the Reseller. The Company will send written notice identifying the violation and the suspension dates.
  • Third violation: A separate subsequent violation will result in termination of the wholesale and dropship relationship, revocation of authorized dealer status, and closure of the commercial account. The Company will send written notice identifying the violation.
  • Suspension and termination apply to new orders. Orders the Company has already accepted remain governed by their own terms and applicable law, and any longer notice period required by an existing written agreement or applicable law also applies.

Before supply resumes after a suspension, the Company will independently review the Reseller’s public offers. Supply will not resume while the identified below-MAP advertising continues. Reinstatement does not require a pricing promise or agreement.

Business days are Monday through Friday, excluding US federal holidays. Correction deadlines expire at 11:59 p.m. US Central Time on the specified day. General reminders, including a general monitoring or review deadline, do not replace individual violation notices or shorten the first-warning correction period.

7. Covered Products and Pricing Reference

A product is covered by this Policy only if the current Official MAP Pricing Sheet identifies it as MAP-covered. The sheet also gives the MAP for each covered product in US dollars.

Brand lines covered by this MAP Policy:

  • Alchemy (Gothic & Alternative): handcrafted pewter jewelry, handmade in England.
  • Lychgate Charms: fine English pewter charms and designs.
  • We Are Rocksax/Rocksax: music lifestyle bags, cases, packs and accessories.

Brand lines not covered by this Policy:

  • Alchemy Rocks (Officially Licensed Band Merch).
  • My Charming Dead (MCD): plushies and character collectibles.
  • Alchemy Home and Giftware.

Official MAP Pricing Sheet: available on request from your account manager or sales@alchemyofengland.com.

The Company may independently revise MAP values, product coverage, or this Policy by written notice stating the effective date. Changes apply prospectively. Resellers may request the current sheet or policy from sales@alchemyofengland.com.