VM Guide: Easter 2020 [3.18.20]

EASTER 2020 VISUAL MERCHANDISING GUIDE 3.18 – 4.12

SPRING assets

Use this easy checklist to check in all floor set items!!

Assets + Delivery Dates

Floorset Dates

1. Easter Window Assets q Character Decals (4) q Text Decal q Clouds (remain from Rainbow set)

3.18 – 3.19: Floorset Execution 3.20: Photo Submissions Due by 10AM 3.20-3.23: Photo Review

2. Spring In-store Assets (delivered with 2.14 set) q Green Table Topper – select stores q Easter Character Cutouts q Pottery Barn Basket (delivered separately)

Please note that each store is receiving different props. If you have any questions about your props, please email retailvisuals@sugarfina.com.

2

PHOTO STANDARDS

Photo Shot List - Required q q q q q q q q q

Overview of inside of store Full Storefront Individual Windows All Hero tables All Sidekicks DYO wall Any Misc. walls – card wall, candy concierge, etc.

Cash Wrap Back of House

Best-of Requirements ü ü ü ü ü ü ü ü

Cleanliness of store Merchandising & overall store standards Ability to follow direction Creative/Business changes Photo Standards Submitted photos on time Communication of visual needs Resolved any outstanding visual requests

3

FLOORSET CHECKLIST

Check each item off BEFORE shooting any photos. vm standards q Standards are executed at the highest level. q Windows feature all the correct display elements & product. q Decals or hanging items are at the correct height shown in the window mockups. q All display bentos are displayed in adjustable stands. q All ancillary is in the correct fixture/props. q In the absence of product, the missing item is swapped ‘like for like.’ q Appropriate flexing has occurred based on inventory levels. q White crinkle paper is used in all bowls (except tasters). q All props are used with the appropriate product. q DYO wall is executed based on Visual Merchandising Brand Guide (find on tasting room). q New Q1 POG is executed.

photo standards q q q q q q q q q q

Store is closed when photos are taken.

No cardboard is in background of photos.

No customers or employees are in background of photos.

Photo angles are similar to the VM Guide - straight on, including the full fixture.

Window photos are of the full storefront window.

No photos are taken from the back of the store facing the doors.

Photos are taken during the day.

Cash wrap is cleared off and clean in photos.

All fixtures & walls are clean and free of scuff marks.

Floor mat is clean or removed for photos.

4

PROMO SIGNAGE

a-frame 8x10

8x10 5x7

button

Rainbow

Easter

5x7 on every purchase

Available on all purchases 12/3 - 12/9

on every purchase

Available on all purchases 12/3 - 12/9

5x7

on every purchase

on every purchase

Available on all purchases 12/3 - 12/9

Available on all purchases 12/3 - 12/9

5x7

5x7

A-frame

Alfred

on every purchase

Available on all purchases 12/3 - 12/9

on every purchase on every purchase

on every purchase

Available on all purchases 12/3 - 12/9

Available on all purchases 12/3 - 12/9

5x7

5x7

Available on all purchases 12/3 - 12/9

5x7

5

PROMO SIGNAGE

8x10 5x7

8x10

8x10

8x10

5x7

collection 4 for $10

collection 4 for $10

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PRICE & LIFESTYLE SIGNAGE

place adjacent to product

dyo wall

8x10

5x7

4x4

2x3

easter hero + sidekick

vice

PA S T E L M I N T S Wish every-bunny a hoppy Easter with these delicious gourmet mints dipped in dark chocolate and dressed in a crisp candy shell.

CUSTOMERS MUST BE

$8.95 TO PURCHASE ALCOHOLIC CANDIES Please have your ID when purchasing alcoholic candies

R O B I N ’S EG G C A R A M E L S Put all your eggs in one basket with these rich and creamy caramels surrounded in premium dark chocolate, then dipped in a delicate candy shell. $8.95

hbd

cash wrap

hbd

cocktails (use if dom perignon bottle is displayed) ALLERGEN WARNING Please be advised that our candies may contain dairy, eggs, wheat, soybean, peanuts and tree nuts.

choco bar wall

4x10

See a Sugarfina employee for details and nutritional information.

easter hero + sidekick

easter sidekick

pressed

alfred

vice (cigar promo)

EASTER BUDDIES tasting collection $12.95

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EASTER CUBE hero 1 featured product

signage

blue bunny - fluffy bunnies small cube lamb - milk choco marshmallow small cube

Placement: Place on table & ensure no product is covering the sign.

chick – robin egg caramels small cube pink bunny – pastel mints small cube bunny bark – pink, milk choco & blue easter/spring cards (available from prior years)

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising PA S T E L M I N T S Wish every-bunny a hoppy Easter with these delicious gourmet mints dipped in dark chocolate and dressed in a crisp candy shell.

ü Hero 1 focuses on stocking out the character cubes to promote the buy 4, get 1 chocolate bar.

$8.95 R O B I N ’S EG G C A R A M E L S Put all your eggs in one basket with these rich and creamy caramels surrounded in premium dark chocolate, then dipped in a delicate candy shell.

ü Merchandise stacks of cubes to show the whole body of the character – cube stacks can fit 48 units out per style. ü Merchandise all colors of the bunny bark to push multi-unit sales. ü Ensure the easter basket display is lifestyled appropriately. Bento boxes with pink ribbon are a great backer to hold up all the little items placed in the front. ü 5x7 signage for candy flavors is a must for each table. ü Choco bars can fit 6 in each bowl or plate.

$8.95

table topper

table topper

please note that the table topper is double-sided & will remain an evergreen element like the gold champ table topper. (please take care of it)

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EASTER BUNDLE hero 2 featured product

signage

4pc blue core DYO bento (preset with 4 character cubes) blue bunny - fluffy bunnies small cube lamb - milk choco marshmallow small cube

Placement: Place on table & ensure no product is covering the sign.

chick – robin egg caramels small cube pink bunny – pastel mints small cube bunny bark – pink, milk choco & blue easter tasting buddies packet

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Hero 2 features all our Easter items for an easy grab n go shopping experience to fill any basket.

EASTER BUDDIES tasting collection $12.95

ü 4pc pre-filled bentos are added to the table featuring the 4 easter character cubes. See the pre-filled layout for the 4pc here. ü Ensure there is one pre-filled box on display adjacent to the 8x10 sign, so that customers don’t need to open the stock boxes on the table. ü Cubes are stacked in a pyramid for ease of replenishing, since the double stacked cubes on the wall and hero 1 are lifestyled and harder to maintain. ü On the backside of the table – the 2 other character cubes and the taster packet sets are repeated.

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BOOZY BRUNCH hero 3 featured product

signage

cheers 3pc preset bento champagne cocktail kit champagne bears small cube champagne fruttini small cube champagne bubbles small cube blood orange fruttini small cube italian spritz small cube champagne bears large cube bubbly bears large cube

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Hero 3 features our take of an Easter adult brunch focused on our best-selling cocktail candies + some slower editions. ü Merchandising on the table focuses on pairings that can be added to a mimosa or bellini like peach bellini large cubes + champagne fruttini small cubes. ü Along with stock of 4 small cubes and 2 large cubes, we’ve added small and large cube giftsets tired with Sugarfina ribbon, easy to grab for a hostess gift. ü Feature the Dom Perignon bottle with whatever glasses you may have available – champagne or coupe glasses are both fine to use depending on what you own.

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ALFRED hero 4 featured product

signage

alfred cups in all 3 flavors alfred bags in all 3 flavors alfred tumblers love you a latte small cubes kona espresso small cubes (if available) dark chocolate coffee toffee small cubes (if available)

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising 端 Hero 4 pulls Alfred back to a hero table using last years metal bins used for But first, cocktails. 端 In addition to Alfred, each store can pull small cubes in coffee flavors to provide a destination of all things coffee for the customer. 端 Love you a latte small cubes can also be added so that customers can add onto their Alfred purchases. As the slowest selling Vday cube, we thought it might help push through units by offering the customer the same candy in the candy cube. 端 Please ensure the price point 4x10 signage is always on this table.

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GREEN JUICE PROMO hero 5 (flex table) featured product

signage

green juice medium bottle - $5 green juice large bottle - $10

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Hero 5 features our Pressed collection all together again, as we have limited space for all collections, primarily seasonal. ü Shot bottles are re-merchandised in bowls with crinkle paper. If you do not have these bowls to use, please just stack the shot bottles the same way as the green juice shot bottle. ü If the green juice 7-day cleanse is not in your store, you can stack the shot bottle carrier in its’ place and stack max 3 high. ü Please note that the hero table can fit more bottles, but the company store had limited units to merchandise.

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LARGE CUBES hero 5 (flex table)

$20

featured product

signage

all large cubes

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

merchandising

Secondary layout option. Stacks should be no higher than the 6 units.

Size: Signage must be 8x10.

ü Hero 5 features the large cube promo, and 15 stacks of 6 can be merchandised at one time. ü Ensure the stacks are no taller than the sign so that the customer can read the promo. ü Merch cubes in a rainbow. ü Place 8x10 on a riser or cake plate in the middle of the table.

$20

ü Ensure all flavors are displayed and stock below, if possible, for easy replenishment.

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EASTER sidekick 1

featured product

signage

4pc blue DYO bento bunny bark – all flavors all easter character cubes easter buddies tasting set when sold through on character cubes, use: pink sparkle pops small cube apple frogs small cube parisian pineapples small cube ice cream cones small cube sugarfina pearls (blue) small cube

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: see below.

merchandising

PA S T E L M I N T S Wish every-bunny a hoppy Easter with these delicious gourmet mints dipped in dark chocolate and dressed in a crisp candy shell.

ü Sidekick 1 continues to promote the new Easter collection. focusing on the 4pc DYO blue core bento with pink ribbons.

$7.95 R O B I N ’S EG G C A R A M E L S Put all your eggs in one basket with these rich and creamy caramels surrounded in premium dark chocolate, then dipped in a delicate candy shell. $7.95

ü The character cutouts are set at each end of the shelf with every other having the same placement. ü Character cubes are grouped together on each shelf with the same merchandising as the table.

4-6 casepacks can fit in each chunk. ü The Easter buddies are stacked in blocks with the bottom facing towards the wall so that the printed bottom is not shown. Each packet is stacked opposite to balance out the stack. ü Bunny bark is featured in chocolate bar fixtures to ensure that we are maxing out units in the sidekick.

PA S T E L M I N T S Wish every-bunny a hoppy Easter with these delicious gourmet mints dipped in dark chocolate and dressed in a crisp candy shell. $7.95 R O B I N ’S EG G C A R A M E L S Put all your eggs in one basket with these rich and creamy caramels surrounded in premium dark chocolate, then dipped in a delicate candy shell.

EASTER BUDDIES tasting collection $12.95

$7.95

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COCKTAILS sidekick 2

Vice

Champagne/Rosé

Champagne

Collab

featured product

signage

vice 3 & 8pc preset bento (use navy box as replacement, if sold through) vice flaskset cheers 3pc preset bento s&s 3pc preset bento rosé all day 3pc preset bento casamigos, titos & aviation 3pc preset bento vice chocolate bars & other ancillary champagne chocolate bars champagne bears large cubes canisters (if any leftover) cocktail kits cigars (set of 3)

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: Signage must be 5x7.

merchandising

Vice

Collab

ü Sidekick 2 features our entire cocktail collection, so it will be imperative to keep the story clean. If the merchandising becomes too messy, please see next page for another option. ü The VM here is intended to be split into groups or blocks on each shelf. See block callouts in photo. ü Display alcohol bottles, use small or large cubes to fill out stories, and use bowls with choco bars to create depth and add another shape. ü Continue to merch all 3pc bentos with the correct ribbons.

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COCKTAILS sidekick 2 (flex wall)

featured product

signage

vice 3 & 8pc preset bento (use navy box as replacement, if sold through) vice flaskset cheers 3pc preset bento s&s 3pc preset bento rosé all day 3pc preset bento casamigos, titos & aviation 3pc preset bento vice chocolate bars & other ancillary champagne chocolate bars champagne bears large cubes canisters (if any leftover) cocktail kits cigars (set of 3)

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: Signage must be 8x10.

merchandising ü Sidekick 2 option 2 features each cocktail moment straight across each shelf for simpler merchandising. If this works for your store better than the first option, feel free to merchandise this way. ü Use small cubes & choco bars to replace canisters and other items not in stock anymore. ü The order of what is at the top to the bottom can be up to your stores’ specific business needs. The only caveat is that Vice should not separate Rosé & Champagne because the color story will be interrupted and feel too jarring.

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HAPPY BIRTHDAY sidekick 3

featured product

signage

happy birthday (hbd) 3pc, 4pc, 8pc DYO bento cheers 3pc preset sweet & sparkling 3pc preset rosé 3pc preset all cereal bars fruity cereal small cube chocolate confetti small cube rosé sparkling bears small cube pink sparkle pops small cube sugarfina pearls (pink and/or blue) small cube bubbly bears large cube champagne bears large cube peach bellini large cube pink & dark chocolate champ bear canister any happy birthday cards

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: Signage must be 5x7.

merchandising ü Sidekick 3 showcases core Happy Birthday product with a mix of the best-selling cocktail presets. ü All sizes of the HBD DYO bento should be featured and color is the most important thing to balance here. (Yellow birthday boxes are diagonal from the S&S. Pops of blue are placed throughout to break up all the gold/yellow.) ü Cereal bars are added, but the new champ bars can also live here if needed.

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TRUNK MERCHANDISING large merchandising evergreen

spring

ü The merchandising intent for the 20pc trunk is to display 20 different flavors.

Changing the color story, but using only core cubes will be effective for any seasonal or holiday launch. ü The 20pc large trunk can be merchandised with the following options: ü Spring – Rainbow with focus on yellow/pink ü Champagne/cocktail flavors – on a diagonal ü Evergreen - Best sellers with 20 different candies in a rainbow pattern.

ü Evergreen flavors – q Blue Sugarfina Pearls q Champ Bubbles/Piña Colada q Sparkle Pops q DCSSC q English Toffee caramels q Ice cream cones q Birthday cake caramels q Martini olive almonds q Apple frogs q Robin’s egg caramels q But first rosé q Peach bellini q Cuba Libre q Parisian Pineapples q Sour Rainbows q Sugar Lips q Watermelon Slices q Pink Sparkle pops q Bubbly bears q Champagne bears

ü Spring Color Story– q sugar cookies q sugarfina pearls (pink) q pink sparkle pops q pink diamonds q limoncello cordials q atomic sours q strawberry daiquiri q peach bellini q Parisian pineapples q Athena black cherry q kir royale cordials q rosé all day bears q lychee bears q apple frogs q rainbow bears q sugar lips q sparkling rosé bears q martini olive almonds q baby butterflies q baby whales

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TRUNK MERCHANDISING small merchandising evergreen

champagne/cocktail

ü The merchandising intent for the 9pc trunk is to display 9 different flavors.

Seasonal cubes can be featured here if there are 8 or more. ü The 9pc small trunk can be merchandised with the following options: ü V-day love letter ü Champagne/cocktail flavors – on a diagonal ü Evergreen - Best sellers with 20 different candies in a rainbow pattern.

spring

ü Champagne/cocktail flavors – q Champagne bears q Baby champagne bears q Bubbly Bears q Champagne Fruttini q Champagne Bubbles q Rosé all day q But first, rosé q Rosé fruttini q Sparkling rosé

ü Evergreen flavors – q Blue Sugarfina Pearls q Sparkle Pops q Robin’s Egg Caramels q Ice Cream Cones q But First, Rosé q DCSSC q Champ Bears q Peach Bellini q Sugar Lips

ü Spring flavors – q Chocolate Confetti q Fruity Cereal q Limoncello Cordials q Baby Butterflies q Parisian Pineapples q Strawberry Daiquiri q Lychee Bears q Rosé All Day Bears q Sugar Lips

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DYO WALL pog ü POG Bentos– q Core Blue q Navy Blue q Floral q XOXO q HBD q Congrats q Thank you ü Please note that we will now be featuring some DYO bentos open so they become a silent seller through our merchandising. ü The top row of the ’Fill a Box’ area features the boxes open with the 4x10 gift wrap sign. The below shelves are easily shop-able. ü Ideally, if your stores’ DYO wall is large enough, open every other box so that the 1st 3pc is open, the next row is shop-able, the next size is open, and then the next is closed & shop-able, and so on. ü The most important tactic is to keep a pattern going and not have every single box open.

20

CASH WRAP custom

please only display the following custom items:

keep safely for next holiday:

21

SAMPLING TABLE

lotus flower samples

flavor of the month

signage

strawberry daiquiri lotus flower

Placement: Place on table with an adjustable stand, so the board stays very straight.

Do not place signage on an acrylic riser, as this is a safety hazard.

merchandising ü The new sampling table will be indicated on each stores’ floorplan.

strawberry daiquiri samples

ü The intent is to encourage immediate commitment to a sale with the initial sampling experience. ü Merchandise all available flavors in the standard cube stacks of 4, 10, or 20. ü Glass bowls, plates or any dessert plates that act as a bowl can be used for displaying samples. ü Use the pink letterboard to display sampling messaging. ü Use this table to offer samples during limited coverage & avoid placing sampling containers on the entry hero tables.

sampling copy DISCOVER A NEW FAVORITE & SNAG A CUBE FRESH STRAWBERRY WITH A HINT OF LIME

22

A-FRAME a-frame easter ‘free chocolate bar’ a-frame is used from 3.18 – 4.12 unless otherwise noted in action mail.

23

WINDOWS featured product

signage

9pc or 20pc trunk 3pc blue DYO bento blue bunny - fluffy bunnies small cube lamb - milk choco marshmallow small cube chick – robin egg caramels small cube pink bunny – pastel mints small cube bunny bark – pink, milk choco & blue easter buddies taster pack gold swizzle sticks mini mailbox

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage should be 5x7 and a 2x3 sign of the trunk pricing.

merchandising ü Each window should feature a large or small trunk depending on each stores’ assortment. Be sure to place a 2x3 price point sign for the trunk. ü Use 3pc Core Blue bentos as a backdrop for all the easter characters. ü Use choco bars in bowls so the windows have substantial items blocked out on the tables. ü Open one Easter buddies taster packet and feature in mailbox outside of the acrylic box it comes in. ü Use white Sugarfina logo ribbon or pink ribbon on blue core boxes for an added touch to show gifting options. ü For secondary windows, feature other core blue spring candies to offer more Easter basket suggestions.

24

WINDOWS

What you need:

Decal Applicator

Painter’s Tape

Spray Bottle

Level

Fishing Line

What you will receive: q Foamcore Clouds (from previous Rainbow windows) q Easter Character Decals q ’Oh Hoppy Day’ Text Decal

25

42 ND ST

Boozy Brunch

Easter Cubes

Large Cubes

HBD Easter – Everything for Basket

Pressed

Sampling Table

Tasters

Alfred

Easter

Cocktails

26

42 ND ST

27

AMERICANA

Cocktails

Easter + 4pc Presets Alfred Boozy Brunch

Pressed

Easter Cube GJ Promo

Sampling Table

Easter

28

AMERICANA

29

CENTURY CITY

Easter

Alfred

Pressed

Cocktails + Boozy Brunch

Tasters

Easter Sampling Table

Large Cubes CHOCO BARS

30

CENTURY CITY

31

METROTOWN

Easter

Cocktails

HBD

Champagne Alfred

Easter

Alfred Tasters

Easter Tasters

Tasters

Choco Bars

Bo ozy Br ch un

d se es Pr

Sampling Table

32

METROTOWN

33

PRUDENTIAL CENTER

Easter + Everything for the basket + Tasters

Choco Bars Easter Boozy Brunch

Sampling Table

Pressed

Easter

Alfred

HBD + Large Cubes

Cocktails

34

PRUDENTIAL CENTER

35

ROCKEFELLER

Easter

Cocktails + Boozy Brunch

Tasters

HBD + Large Cubes (bottom row)

Pressed

Easter

Sampling Table

Easter

Alfred

36

SANTANA ROW

Cocktails

Alfred

Easter

Easter

Pressed

Large Cubes

Easter

Boozy Brunch

Sampling Table

Easter + Spring Candies

37

SANTANA ROW

38

SOUTH COAST PLAZA

DYO

Alfred Large Cubes

Easter – Everything for the Basket

Tasters

Sampling Table

Easter Cubes

Pressed

Boozy Brunch

HBD

Cocktails

Easter Easter

39

SOUTH COAST PLAZA

40

THE POINT

Cocktails

Alfred

Easter + Everything for the Basket

Easter

Pressed Easter

Tasters

Boozy Brunch

Easter

Choco Bars

Sampling Table

41

THE POINT

PLACE TEXT AT SAME HEIGHT AS VDAY TEXT.

42

UTC

Pressed DYO Alfred

HBD Cocktails

Kid Friendly Tasters Boozy Brunch + Boozy Tasters Easter Sampling Table

43

WTC

Pressed

Easter

Tasters Easter Cubes

Alfred Large Cubes

HBD

Boozy Brunch

Sampling Table

Cocktails

Easter

44

WTC

45

NORDSTROM BREA

Easter

Alfred

Boozy Brunch

Pressed

Choco Bars

3pc Presets

46

NORDSTROM BREA

47

NORDSTROM CALGARY

Same VM as last set Choco Bars

Boozy Brunch

Alfred/Pressed Easter

48

NORDSTROM EATON CENTRE

Alfred Cocktails

Easter + Everything for the Basket

Tasters

Pressed

Boozy Brunch

Easter

49

NORDSTROM FASHION ISLAND

Easter – Everything for the basket

Tasters/Choco Bars

Boozy Brunch Cocktails

Alfred

Easter Cubes

Pressed

50

NORDSTROM SANTA MONICA

Easter Alfred Boozy Brunch

Pressed

Cocktails

51

NORDSTROM SEATTLE

Cocktails + Boozy Brunch

DYO + Large Cubes

Easter

Pressed

Alfred

Easter Cubes

52

NORDSTROM VANCOUVER

HBD + Alfred

Easter

Tasters

Easter

Cocktails

Large Cubes

Pressed

Easter

Sampling Table

Boozy Brunch

53

NORDSTROM VANCOUVER

54

NORDSTROM YORKDALE

Alfred/Pressed

Cocktails

Choco Bars

DYO + PRESETS

Boozy Brunch

Easter

55