What Is IMAP Pricing and Why Can't You Find Some Furniture Prices Online?
If you've browsed for Theodore Alexander furniture and found prices missing on some sites, you've encountered IMAP. It stands for Internet Minimum Advertised Price, a manufacturer's policy that sets the lowest price an authorized dealer may display publicly online. Sutter & Vale, as an authorized Theodore Alexander dealer, follows this policy across qualifying pieces.
What Does IMAP Actually Mean for a Buyer?
IMAP controls what a dealer can show, not what a dealer can charge. The manufacturer sets a floor for the price any authorized retailer may display on a public webpage. A price exists. You simply need to contact the dealer to receive it.
This is different from MAP (Minimum Advertised Price), which applies to all advertising channels, including print and email. IMAP applies only to prices displayed on a public website.
Why Do Furniture Manufacturers Use IMAP Policies?
IMAP protects the brand, the dealer network, and the buyer. Here is what it does in practice:
- It keeps authorized dealers from undercutting one another in public listings
- It preserves the brand's standing in the market
- It ensures dealers have the resources to stock, warehouse, and support the product properly
- It discourages unauthorized sellers from listing products they cannot properly service
For a house like Theodore Alexander, founded in 1996 and producing furniture where every process from a carved chair leg to a table finish is executed by hand, the policy reflects how seriously the brand guards its distribution.
Which Theodore Alexander Pieces at Sutter & Vale Have Prices Online?
Not every piece is subject to IMAP, and the coverage varies by collection and SKU. Some pieces show a full price on the product page. Others show no price, or show a contact prompt.
A practical guide:
| What you see | What it means |
|---|---|
| Price displayed | Not subject to IMAP, or policy allows public display |
| No price shown | IMAP applies; contact Sutter & Vale for the figure |
| "Request a quote" | Same as above; a price exists, just not publicly listed |
You can browse the full range of Theodore Alexander pieces available at Sutter & Vale. For any piece without a listed price, reaching out directly is the fastest path to a number.
Does IMAP Mean the Price Is Non-Negotiable?
Not necessarily. IMAP governs what a dealer displays publicly on a website. What happens in a direct conversation is a separate matter, governed by the dealer's own policies. The right thing to do is ask.
For pieces like the Balboa Jupe Dining Table or the Balboa Round Cocktail Table, where the construction involves oak and oak veneer with hand-applied finishing across all surfaces, including undersides and drawer interiors, the pricing reflects genuine labor and material cost. Understanding that before the conversation starts is useful.
Frequently Asked Questions
Is it legal for a manufacturer to require IMAP?
Yes. In the United States, manufacturers are generally permitted to set minimum advertised price policies under established antitrust guidelines, provided the policy is applied consistently across all dealers. IMAP is a standard commercial practice across furniture, electronics, and other specialty goods categories.
If a site shows no price, does that mean the item is out of stock?
No. A missing price almost always means IMAP applies to that SKU. The item may be fully available. Contact the dealer directly to confirm availability and receive pricing.
How do I get a price for a Theodore Alexander piece with no price shown?
Use the contact or inquiry form on the product page, or reach out to Sutter & Vale directly. Having the product name and SKU ready speeds the process considerably.
The Sutter & Vale Team
