VM Guide: Valentine's Day 2 [1.20.21]

VM GUIDE 1.20.21 – 2.14.21

VALENTINE’S FLOORSET assets

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

Assets + Delivery Dates

Floorset Dates

Windows:

1.20 - Floorset Execution

q VDAY Decals Install on 1.20.21

1.22 – Photos Due by 9AM Photos should be uploaded into Folder 2021 --> Q1 --> V-day 02 1.22 – 1.25 Photo Review 1.26 – Best-Ofs

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.

refer to ‘Evergreen’ guides on the VM tab in the Tasting Room for guidance on photography & standards.

4

LOVE LETTERS TASTING BOX hero 1

featured product

signage

love letters tasting box vday pink chocolate bar vday milk chocolate bar you’re a peach small cube xoxo small cube cheers to us small cube love you choco-lot small cube you’ve got sparkle small cube valentine’s day 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.

Front and back should be identical.

Size: 8x10 Love Letters price sign 4x4 Love Letters bundle price sign

merchandising ü Our new Love Letters Tasting Box remains featured on Hero 1 as the new hero item for V-day. ü Since the 8x10 signage shows the love letters boxes out of the package & the box has a clear window, the box doesn’t need to be an open display. ü Choco bars are merchandised in the acrylic choco bar fixtures to encourage bundle sales. ü Love letter cubes are merchandised in stacks of 10 to create consistency and simplicity on the table. ü No ribbon is used to tie around the Love Letters box as it will prevent people from opening the box.

5

V-DAY COLLECTION rectangular hero

featured product love letters bento box pucker up 2pc bento box large trunk w/v-day cubes xoxo 3pc, 4pc, 8pc preset kits vday pink chocolate bar vday milk chocolate bar sugar lips large cube valentine’s day cards

signage 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.

Size: 8x10 Love Letters price sign 4x10 Vday Collection price sign 4x4 Bundle price sign, as needed 5x7 Sugar Lips lg cube price sign

merchandising ü The rectangular hero features the full V-day collection. ü XOXO bentos should all be preset kits. (See pg. 9 for direction.)

Get two

ü Cube stacks can be 10 or 20 to create height and push more product to the floor. ü The pucker up box can be stacked flat with one standing up on top similar to the hero 2 table.

FREE

Valentine’s Day Small Candy Cubes ®

when you purchase both the Love Letters and Pucker Up Bento Boxes

ü A large trunk should be featured here with v-day cubes.

6

PUCKER UP BOX hero 2 featured product

signage

pucker up 2pc bento box vday pink chocolate bar vday milk chocolate bar sugar lips large cube peach bellini large cube valentine’s day cards

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

merchandising ü Our new Pucker Up 2pc bento box remains highlighted on hero 3 for its’ initial launch.

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: 8x10 Pucker Up price sign 4x4 Bundle price sign 5x7 Sugar Lips price sign

ü Several boxes can be stacked flat with boxes standing on top of each stack to create height and depth and get more units out. ü Since the bundle for the Pucker Up box comes with two choco bars, we’ve added acrylic choco bar fixtures to this table, as well as the Love Letters hero. ü To encourage even more sales, we’ve added Large Peach bellini cubes & Large Sugar Lips cubes as these two candies are featured in the Pucker Up box. ü Merchandise any cards or V-day ancillary to push through old items.

7

V-DAY PRESET PROMO hero 2 - flex featured product

signage

xoxo preset 3pc, 4pc, & 8pc bento pucker up 2pc bento vday pink chocolate bar vday milk chocolate bar v-day love letter cubes valentine’s day cards

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

merchandising ü This hero option is primarily for N. SIS locations; however, may also be used in Boutiques, in order to move through preset bentos at a faster rate.

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: 8x10 Preset promo price sign Get two

FREE

Valentine’s Day Small Candy Cubes ®

ü Merchandising focuses on stocking as many boxes out without losing sight of Sugarfina’s visual standards. For instance, the 8pc preset is stacked 2-3 high and then an open display box atop to show customers what is in the box. ü Chocolate bars and small cube stacks are still merchandised on the table to encourage addons and to visually keep the table from looking like a sale table. ü If your store does not have enough red table toppers, please use the pink table topper from last year.

when you purchase both the Love Letters and Pucker Up Bento Boxes

8

LUNAR NEW YEAR hero 3 featured product

signage

lny 9pc preset mini trunk lny 8pc bento lny 2pc bento lny money envelope bundle lotus flowers small cube peach tea small cube dark chocolate orange peel small cube

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

merchandising

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: 8x10 $75 Promo lifestyle sign 4x4 Lotus Flower Flavor sign 4x10 LNY collection price sign

ü The Lunar New Year collection pushes back to Hero 3 to focus on Valentine’s Day.

Replace the ‘New Year’ 8x10 with the New $75 promo sign.

ü The 2pc, 8pc, & mini trunk are all on display to make it easier for customers to shop quickly. ü Please ensure ribbons are on each item since they are specific to LNY boxes only. ü The red table topper will remain on this hero table until the Lunar New Year on Feb 13th.

Buy both Lunar New Year 8-piece and 2-piece Candy Bento Boxes for

$75

$88

ü Please note the mini trunks are preset & should be displayed this way. (The photo is just a sample of the box for placement.)

9

PRESSED PROMO extras

merchandising ü The following stores will be receiving Pressed Collection units that have BIUBD for April, that we need to move through. ü Please merchandise where indicated on your floorplan. ü For stores’ not receiving more, please highlight the current inventory you have. ü Please use the green table topper here, unless you need the opposite pink side for V-day. ü In lieu of bowls, just stand the shot bottles up.

10

TROPICAL PROMO extras featured product strawberry daiquiri giftset taste of paradise giftset aloha 2pc bento box (if in inventory) merchandising ü The following stores will be receiving either one or both ’sweet steals’ tropical promo bentos. ü Please use this hero table merchandising as inspiration for the ‘sweet steals’ table. For example, in place of the lychee& Italian spritz cocktail kits, place the TOP 2pc bento. ü Please do NOT use the Aperol bottle, as it is not allowed by their brand, but also we are not selling the Italian spritz kit. ü Please pull tropical cubes to encourage full priced sales in addition to the promo. Pineapples, piña colada, strawberry daiquiri, lychee bears, & Italian spritz all work great, as well as, the aloha bento.

11

HAPPY BIRTHDAY flex, as needed featured product

signage

happy birthday 3pc DYO bento happy birthday 4pc DYO bento chocolate confetti small cube ice cream cones small cube sour rainbows small cube champagne bears small cube sparkle pops small cube dark choco almond choco bars dark chocolate salted caramel choco bar

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: None

merchandising ü Hero 4 remerchandises to one of our core Occasion statements as Happy Birthday (HBD). ü A small trunk is used to replace an 8x10 as the HBD DYO’s tell the story for the table. ü The new core chocolate bars are used to add our Sugarfina blue to the table, as well as, the blue table topper.

table topper

ü HBD cards are used as fillers to round out the story along with the mini mailbox. ü White preset ribbons should be featured on this table to complete the story.

12

VALENTINE’S DAY sidekick 1

Get two

FREE

Valentine’s Day Small Candy Cubes ®

when you purchase both the Love Letters and Pucker Up Bento Boxes

featured product

signage

love letters tasting box pucker up 2pc preset bento box xoxo 3pc, 4pc, 8pc DYO bentos vday pink chocolate bar vday milk chocolate bar you’re a peach small cube xoxo small cube cheers to us small cube love you choco-lot small cube you’ve got sparkle small cube

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

merchandising ü Our entire V-day collection is featured on Sidekick 2, in addition to the hero tables that feature hero items of the collection.

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: 8x10 ‘Get 2 free’ lifestyle sign 4x4 Collection Bundle sign 4x10 V-day collection price sign

Get two

FREE

Replace the ‘Sweet as’ 8x10 with the New Candy cube promo sign.

Valentine’s Day Small Candy Cubes ®

ü Cake plates are used to create height and depth for the Love Letter cubes. ü Red (holiday) ribbons with gift tags are used on our XOXO DYO to give it a fresh look & to tie the red accents on the new packaging.

when you purchase both the Love Letters and Pucker Up Bento Boxes

ü Any lingering Valentine’s Day cards from previous years should be merchandised here.

13

GIFTS FOR HER XOXO kits featured product XOXO 3pc Bento Kit •N2174 XOXO 3pc Bento •R3587 “XOXO” Sugar Lips •K2288 “Love You Choc-a lot” DC SS Caramels* •R3489 “Cheers to Us!” Champagne Bears XOXO 4pc Bento Kit •N2173 XOXO 4pc Bento Box •R3587 “XOXO” Sugar Lips •K2288 “Love You Choc-a lot” DC SS Caramels* •R3589 “Cheers to Us!” Champagne Bears •K2344 “You’ve Got Sparkle” Pink Sparkle Pops XOXO 8pc Bento Kit •N2172 XOXO 8pc Bento Box •R3587 “XOXO” Sugar Lips •R3589 “Cheers to Us!” Champagne Bears (2x – will be featured twice in box) •K2344 “You’ve Got Sparkle” Pink Sparkle Pops (2x) •K2288 “Love You Choc-a lot” DC SS Caramels (2x) •R3588 “You’re a Peach!” Peach Bellini

merchandising ü Utilize this kit diagram to pack presets for quick buys for customers. ü Feature presets on Sidekick 1, and ensure promo signage is placed here.

14

GALENTINE’S DAY sidekick 2

featured product

signage

tea 3pc preset bento peach, rose, & matcha bears small cube lemon tea choco bar matcha tea choco bar earl grey choco bar rosé all day preset 3pc bento rosé all day large cube champagne bears large cube bubbly bears large cube rosé, milk & dark champ bears choco bar v-day pink & milk choco bar mini mailbox heart sparklers or any other v-day ancillary

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: 5x7 Choco bars promo sign 4x10 Galentine’s collection price sign

C H O C O L AT E

bars

merchandising

3 for $25

ü Sidekick 2 transitions from Wellness into a Galentine’s day story about pampering yourself. ü Since this story is very similar, we’ve just added the floral box as a great gift for your BFF. ü Rosé can still be featured here, but inventory is light, so it is not shown. ü For the upper display, another heart is made out of bentos and cubes with the floral and tea boxes.

15

GIFTS FOR HIM sidekick 3

featured product

signage

navy DYO 3pc bento love letters tasting box pucker up 2pc bento milk & pink v-day choco bars milk & dark champ choco bars chocolate chip cookie bar sugar lips large cube dcssc large cube single malt scotch large cube vice popcorn canister (if you have it) vice mint caviar (if you have it) any other old vice bentos (if you have it) v-day cubes – as needed

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: 5x7 Gifts for him lifestyle sign 4x4 Pucker up bundle price sign

GIFTS for him

bears bourbon great make a ish! drink garn

merchandising ü Sidekick 3 transitions to Gifts for Him & focuses on the new V-day collection mixed with Vice presets or navy DYO depending on what inventory looks like. ü If your store has neither, you can skip this sidekick and focus on Galentine’s or “Sweet Steals”. ü By merchandising V-day product into this sidekick, this will help get large quantities of V-day on the floor, but by telling different stories and not overwhelming pink in the entire store.

16

VALENTINE’S DAY extras

get a 30-pack of Valentine’s Cards

FREE when you buy 12 Taster Packs

collection 4 for $10

merchandising

signage

ü The stores above have the V-day Taster pack from 2019.

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

ü Please merchandise these adjacent to your stock of tasters. Depending on the inventory of tasters, this may need to be merchandised at the cash wrap or on either hero 1 or 2. ü The intent is to not carry this over into 2022, so let’s push them all out this V-day. ü The signage for the promo comes in 5x7 so please make sure it is displayed prominently to encourage sales.

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: 5x7 30-pack promo sign 5x7 Taster promo sign

17

VALENTINE’S DAY extras

ex: remove choco bar holders, keep tray of choco bars, and add more stacks of sugar lips.

featured product

signage

sugar lips large cube

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

merchandising

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

ü Each store will be receiving a plethora of Sugar Lips – lg cube that have upcoming BBD.

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

ü The Large cube should be merchandised anywhere where a large cube is merchandised within the V-day floorset.

Size: 5x7 Sugar Lips large cube sign

ü They should still be merchandised in the stack of 4 or a stack of 10 for stores with larger walls, like The Point, Prudential, or Santana Row. ü Please merch in the following places: • Hero 2 • Rectangular Hero • Sidekick 1, 2, 3 • Large Cube destination • DYO wall • Cash Wrap • Windows 18

SINGLE CUBE GIFT BOX extras featured product

signage

single cube box taster box

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

merchandising ü The following stores will be receiving the Sugarfina single cube box gift wrap. They come in casepacks of 1000 that can’t be split, so we encourage pushing this add-on to move through units for the year.

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: Single Cube Box price sign

ü Please utilize a bowl with crinkle paper to stock out the boxes. 10-15 can fit in each bowl.

1259 1000 665

ü Merch in the following places: • Any hero table or sidekick with single cubes displayed.

• Windows – as campaign color story allows ü Ideal merchandising stories to feature the box in – ü HBD & Occasion ü V-day ü Galentine’s ü Merch stock alongside 1-2 tied boxes with a cube in it. ü Each store will also continue to receive the taster box, which should also be merchandised similarly to the single cube gift box and alongside tasters.

19

DYO WALL

Please follow this POG for the bento box order.

Refer to POG Q1 2021 on the tasting room for the cube layout.

20

CASH WRAP/A-FRAME

LO

VE

IS IN THE

A IR

Return Signage

if you have samples, please adhere this button.

NEW SHOP THE COLLECTION

Please use this A-frame magnetic in between campaigns.

Large Sugar Lips

Contactless Payment Signage

21

WINDOWS

What you need:

Decal Applicator

Painter’s Tape

Spray Bottle

Level

***Please note that from 2.14 – 3.1 we will be leaving up the text decal “Say it with sweets”. We will remove the envelopes & love letters, which is specific to V-day.

With that note – please place the text decal at a reasonable height, so that when the XOXO envelope decal is removed, it isn’t extremely high from the product on the window tables.

Fishing Line

bottom of ‘sweets’ should be at 6’

What you will receive: q Text Decal q Envelope Decals

22

WINDOWS featured product

signage

20 pc large trunk w/ v-day cubes love letters taster box pucker up 2pc box milk chocolate v-day bar pink chocolate v-day bar ‘you’re a peach’ small cube ‘you’ve got sparkle’ small cube mini mailbox v-day card

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: 8x10 Love Letters price signage 5x7 20pc Candy Trunk price signage

merchandising ü The new skus for the Valentines day collection are merchandised in the window to ensure the focus is on the newness for 2021. ü Please ensure a trunk (mini if that’s all you have) is merchandised in the window. ü The Love Letters box is on an adjustable stand but closed because of the clear window on the front. ü A mini mailbox is used, but you may also use the single cube box once received. ü Merchandise the ‘Pucker Up’ box with the lid between the open box and the adjustable stand.

23

42 ND ST

Tasters/ LG cubes Pressed

Pucker Up

Promo

Love Letters

Choco Bars

Galentine’s Day

Tropical Promo V-day

Gifts for Him

Gifts for Her

LNY

24

42 ND ST

25

AMERICANA

Galentine’s

Gifts for Her

Tropical Promo

Pressed Promo Love Letters

LNY

V-day

26

AMERICANA

27

CENTURY CITY

V-day Galentine’s Day

LNY

Tropical Promo/ Pressed Promo

Tasters Alfred CHOCO BARS

V-day Collection

Gifts for Him

28

CENTURY CITY

29

CULVER CITY

Alfred

Gifts for Him

Pressed Tropical Promo Promo

Holiday 70% Off

Galentine’s

XOXO Presets

LNY

Love Letters

30

FASHION SQUARE

Holiday 70% Off

Galentine’s

Holiday 70% Off

Gifts for Her

Love Letters

LNY

XOXO Presets

Occasion

HBD

Tropical & Pressed Promo

31

METROTOWN Holiday Sale Bentos

Galentine’s Day + Sweet & Sparkling

Gifts for Him + Vice

Pucker Up Highlight Holiday Cubes 70% Tasters Off

Love Alfred Letters

V-day Collection Pressed Promo

Choco Bars

Sale Choco Bars

LNY

32

METROTOWN

33

PRUDENTIAL CENTER Pressed Promo + Strawberry Daiquiri Promo Gifts for Her

Choco Bars V-day Decal + 2 Tables Love Letters

Lg Cubes

Holiday 70% Off

LNY

LNY Product

Pressed Promo + Gifts for Him Strawberry Daiquiri Promo

Galentine’s

34

PRUDENTIAL CENTER

35

ROCKEFELLER Tropical Promo/ Pressed Promo

Tropical Promo/ Pressed Promo

Galentine’s Day

Gifts for Him

Holiday 70% Off

Tasters V-day Full Collection

LNY

V-day

36

SANTA ANITA

Holiday 70% Off

Gifts for Her

Pressed Promo/ Tropical Promo

***Move all Covid Signage to this window

Galentine’s

LNY

V-day Decal

37

SANTA ANITA

bottom of text should be at 6’ high

38

SANTANA ROW

Holiday 70% Off

Gifts for Her + Galentine’s

Gifts for Him

V-day (put only one decal up)

Tropical Promo

Love Letters

Pressed Promo

LNY

LNY (leave up decal) Large Cubes

39

SANTANA ROW

40

SOUTH COAST PLAZA

DYO Holiday 70% Off

Alfred

Large Cubes

LNY Love Letters

Tasters

XOXO Presets

Tropical Promo/ Pressed Promo

Galentine’s

Gifts for Her V-day

41

SOUTH COAST PLAZA

42

THE POINT

Galentine’s

Gifts for Him

Gifts for Her V-day

Pressed Promo

Love Letters

Tropical Promo

Tasters

LNY

LNY

Choco Bars

43

THE POINT

44

TOPANGA

HBD

Gifts for Him

Gifts for Her

LNY

V-day

45

UTC Tropical Promo/ Pressed Promo

Alfred

Tropical Promo/ Pressed Promo Gifts for Him Galentine’s

Gifts for Her V-day

46

WTC

Alfred

Tasters

Pressed Promo + Strawberry Daiquiri Promo

V-day

Galentine’s

Holiday 70% Off Large Cubes

Holiday 70% Off

LNY

Gifts for Him

Gifts for Her

47

WTC

48

NORDSTROM BREA

V-day Collection Pressed Promo + Strawberry Daiquiri Promo

Love Letters

LNY Choco Bars

XOXO Presets

49

NORDSTROM BREA

50

NORDSTROM CALGARY

XOXO Presets

Gift for Him

Choco Bars

LNY Holiday 70% Off

Love Letters

51

NORDSTROM EATON CENTRE

Gifts for Him Gifts for Her

HBD/Rainbow

Tasters

LNY

Pucker Up

Love Letters

52

Alfred

NORDSTROM FASHION ISLAND

Large Cubes LNY

Tropical Promo

Pucker Up Pressed Promo Gifts for Her – XOXO presets

Galentine’s Day

Love Letters

53

NORDSTROM SANTA MONICA

Love Letters

XOXO Presets

LNY

***Can we add holiday sale to an extra Nordstrom table?

54

NORDSTROM SEATTLE

Cocktails Top row: Champ/Rosé w/ Large trunk 2nd row: Vice/Navy Bentos 3rd row: Titos/Casamigos/Aviation

LNY

DYO + Large Cubes

Strawberry Daiquiri Promo

Gifts for Her

Love Letters

55

NORDSTROM VANCOUVER

HBD

V-day

Tasters

Gifts for Him

Gifts for Her

Tasters Pressed Promo

LNY Love Letters

56

NORDSTROM VANCOUVER

57

NORDSTROM YORKDALE

DYO + PRESETS

Pressed/Alfred

Love Letters

V-day Collection

LNY

58