How to Read a Furniture Price Tag: MSRP, Sale and Trade Pricing
When you shop Theodore Alexander at Sutter & Vale, you will typically see three numbers on a product page: the manufacturer's suggested retail price (MSRP), a current retail selling price, and a trade price available to verified design professionals. Knowing what each number represents helps you compare accurately across retailers and understand what you are actually paying for.
What Is MSRP and Who Sets It?
MSRP is the price the manufacturer recommends its authorized dealers charge end consumers. Theodore Alexander sets this number. It reflects the cost of the piece, the craft behind it, and the pricing structure that keeps the authorized dealer network functioning. Every authorized dealer starts from the same MSRP, so if you see a piece priced dramatically below it elsewhere, that is worth investigating before you commit.
What Is a Sale or Retail Selling Price?
The retail selling price is what an authorized dealer actually charges you today. It may sit at MSRP, or it may reflect a current retail promotion. At Sutter & Vale, the price shown on any piece in the in-stock collection is what a retail customer pays at checkout, with no hidden fees added later.
A few things worth knowing:
- Sale prices apply to retail customers, not to trade accounts
- A lower retail price does not signal lower quality or a grey-market piece, as long as the retailer is authorized
- Authorized dealers can discount from MSRP, but they cannot sell below any floor price the manufacturer has set
What Is Trade Pricing and Who Qualifies?
Trade pricing is a reduced price reserved for interior designers, architects, and other verified design professionals who buy on behalf of clients. It is not a secret, but it is not automatic. You apply, show your credentials, and the discount applies to your account going forward.
If you are a homeowner working with a designer, your designer may pass some or all of the trade savings to you, or they may charge you retail and keep the difference as part of their fee. Both are standard practice. Ask your designer how they structure their pricing before the project begins.
How Should You Compare Prices Across Retailers?
Compare at the MSRP level first. If two authorized dealers both carry the Balboa Cocktail Table or the Balboa Desk, their MSRPs will be identical. From there, look at the factors below.
| What to check | Why it matters |
|---|---|
| Authorized dealer status | Protects your warranty and finish guarantee |
| White-glove delivery included | Can add real cost if excluded |
| In-stock vs. order lead time | Stock availability affects your project timeline |
| Return and damage policy | Fine furniture ships in custom packaging; know the terms |
Frequently Asked Questions
Does MSRP include delivery?
No. MSRP covers the furniture itself. Delivery, inside placement, and debris removal are quoted separately. Always confirm what is included before you finalize a purchase.
Can a homeowner ever get trade pricing?
Generally, no. Trade pricing requires a verified business account with a resale certificate or design credentials. Some designers extend the savings to clients as a courtesy, but that decision belongs to the designer.
Why do some sites show a much lower price for the same piece?
An unusually low price on a named piece can mean a retailer is unauthorized, selling a sample or floor model, or listing a different configuration. Buying from an unauthorized source typically voids the manufacturer's warranty and may mean the piece is not a current production unit.
The Sutter & Vale Team
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