Enforcement Date (Retailer UPP): February 4, 2026
Enforcement Date (Distributor UPP): March 1, 2026
If you have a UPP Question or concern please email us at [email protected]
To protect the Air Lift brand, maintain consistent market positioning, and ensure healthy competition across all channels, Air Lift Company (“Manufacturer”) has adopted this Unilateral Pricing Policy (“UPP”). This policy defines minimum resale pricing for both wholesale Distributors and Retailers who sell directly to end-use customers. This is a unilateral policy. Failure to comply with the UPP may result in enforcement action, pursuant to this UPP, up to and including suspension or termination of authorized seller status.
This UPP, including Sales Event pricing, is unilateral and non-negotiable. The Manufacturer does not discuss pricing decisions with sellers, does not solicit feedback regarding pricing, and will not respond to inquiries seeking clarification, modification, or approval of pricing behavior, except as described in Sections 8 and 13 of this UPP. This is not an agreement and requires no acceptance. Resellers set their own prices, and Air Lift Company independently determines whether to continue supplying any reseller who chooses not to follow the policy.
This policy applies to all Air Lift Company products listed in the UPP Product Schedule. The schedule includes Distributor UPP minimum resale prices and Retailer UPP minimum advertised and resale prices. Air Lift may update this schedule at any time and will communicate changes in writing.
Selling by any Retailer or Distributor in any online third-party marketplace is a violation of this UPP policy. To protect brand integrity, no Retailer or Distributor may sell Air Lift products on any online third-party marketplaces, including but not limited to:
Air Lift Company defines wholesale Distributor sales as sales of Air Lift Company product to other Retailers, jobbers or other individuals or entities who are not the ultimate end user of the Products. Distributor sales will be considered in violation of this UPP if they do not adhere to the Distributor UPP minimum resale prices listed in the product schedule. Additionally, a Distributor sale will be considered in violation of this UPP if it directly or indirectly advertises or effectuates pricing below the Distributor minimum resale price through online channels or automated pricing tools.
Air Lift Company defines Retailer sales as sales to end users of the Products. Retailer sales will be considered in violation of this UPP if they do not adhere to the Retailer UPP minimum advertised and resale prices listed in the product schedule. Additionally, a Retail sale will be considered in violation of this UPP if it uses in-store-only pricing as a means to directly or indirectly advertise or effectuate pricing below the UPP minimum advertised or resale price through online channels, cart displays, or automated pricing tools.
Air Lift will maintain a Do-Not-Sell List identifying retailers, resellers, or entities to whom they are prohibited from selling Air Lift products to. Failure to adhere to the list is considered a Distributor UPP violation.
Air Lift Company, at its sole discretion, may establish and announce manufacturer-sponsored, time-limited promotional sales events (“Sales Events”) applicable to the UPP of selected products. Sales Events are unilateral programs initiated by the Manufacturer and are not the result of any agreement, negotiation, or coordination with any reseller. Sales Events apply uniformly across all authorized seller tiers, including Distributors, Jobbers, and Retailers, without regard to volume, channel, or customer classification. The Manufacturer does not differentiate, enforce, or modify Sales Event pricing based on reseller tier or business model. Participation in any Sales Event is strictly voluntary and open to all authorized sellers and authorized resellers, provided they remain in compliance with this Unilateral Pricing Policy (“UPP”).
Additionally, Air Lift Company may, in its sole discretion, allow temporary “Trade Show Exclusive” pricing at below UPP levels for sales made at, or directly in response to, a Distributor or Retailer's approved, in-person or virtual trade show or product exhibition. If a Retailer or Distributor wishes to request approval for a limited Trade Show Exclusive exception to the UPP Policy, they must request and receive approval for such pricing by sending an email to Air Lift Company at [email protected] at least sixty (60) days in advance of the event, which must describe (1) the date or dates of the proposed Trade Show Event, (2) the physical location or virtual address of the proposed event, (3) the specific Air Lift products involved, (4) the proposed discount below UPP pricing to be offered for sales at or directly resulting from the Trade Show Event, and (5) a defined end date after which the special below UPP pricing will no longer be available. Air Lift Company will consider and evaluate such requests and approve, deny or modify them in its sole discretion.
In-store point-of-sale pricing may reflect the Sales Event or Trade Show Exclusive price only if the seller independently elects to participate and complies with all stated terms. Under no circumstances may an authorized seller sell on any online third-party marketplaces. No seller may use in-store-only pricing as a means to indirectly advertise or effectuate pricing below the announced Sales Event price or approved Trade Show Event price through online channels, cart displays, or automated pricing tools.
The Manufacturer will provide written notice of each Sales Event to all authorized sellers no less than sixty (60) days prior to the commencement of the event. The notice will identify:
11.1 Retailer UPP Enforcement
11.2 Distributor UPP Enforcement
Air Lift Company will not negotiate or discuss enforcement decisions. This policy is unilateral and not subject to modification by any customer.
Questions about whether a price complies may be sent to: [email protected]
Air Lift Company may modify, suspend, or discontinue this policy at any time. Updates will be provided in writing.