Brand & Culture III

Core Values SELFLESS EXCELLENCE RESPONSIBLE VISIONARY INSPIRATIONAL CREATIVITY EMPOWERING

others first in all that we do do the right thing forward thinking to all not capital lifting up all

The Five Keys to Success @ SOFG, Inc. 1. REAL ESTATE The Best Real Estate Locations Possible

2. BUILD BEAUTIFUL ENVIRONMENTS

5. REMOVE FRICTION All of Us are Responsible for Reducing Friction

The Guest

The Most Unique and Beautiful Environments for Her

4. FIND & EMPOWER GREAT PEOPLE

3. BEAUTIFUL PRODUCT

The Best People Imaginable

The Most Unique and Beautiful Fashions and Gifts for Her

At Stand Out for Good, Inc., we all work for the guest.

The Inverted Pyramid

Brand Reps are at the top of the pyramid because they have the most direct impact on our guests.

Each group supports the next level.

The leadership team exists to identify and remove friction points for the store teams and our guests.

10 Principles of a Great Leader

1 2 3 4 5

LEVERAGE YOUR TALENT HIRE YOUR WEAKNESS

EDUCATE, EDUCATE, EDUCATE ASK QUESTIONS CHALLENGE THE STATUS QUO

DEMAND THE BEST HIGH STANDARD

ENDURE, PERSIST & BE RESILIENT

6 7 8 9 10

RELAX & REPLENISH STAY IN TOUCH WITH THE GUEST HONEST & DIRECT IMMEDIATE COMMUNICATION

PASSION

11 Core Competencies Team Building

Learning Agility

Accountability

Commitment / Dedication

Drive for Results

Alignment with Core Values

Coaching / People Development

Priority Setting / Organization

Operational Judgement / Analytical Thinking

Sales Leadership / Guest Focus

Change Leadership / Continuous Improvement

It’s all in the name... and logo Altar’d State is a faith-based company, formed around the idea of the internal transformation that one experiences during a spiritual rebirth. The D was suggested to be backwards because we set ourselves apart from other retailers. We use a butterfly to symbolize transformation.

The goal is to transform every guest that walks through the door. If she purchases, she will transform her look. If she visits without purchasing, we want her to leave happier than when she arrived.

Even our company is transforming! The future holds many exciting steps for our company. Our store designs have changed and will continue to evolve.

This will keep our concept fresh and unique in the retail industry. Along with the change in new store designs, we have transformed our logo!

Our Guest: Kaitlyn 27, Faithful, Fun-Loving, Happy, Inspired, Proud, Youthful, Eclectic, Wandering, Wondering, Spunky, Growing and Loyal

Once she crosses our threshold, she experiences surprise and delight at every turn.

arula / noun means shining as the sun; brilliant, filled with grace; Feminine noun – small altar; base of an altar

OUR GUEST Vow’d is for any bride who doesn’t want to compromise on craftsmanship or style.

She is anywhere between 25-35, a young professional, and is financially-independent. She is clever and attentive, confident yet humble, and the first to laugh at herself

Stand out.

For good.

The mission to Stand out.

For good. is where it all begins and ends for the brand.

And for the Altar’d State family.

We revel in each of us and our guest.

We know that by doing so we will be

helping the less fortunate person, situation or animal we may never encounter.

Altar’d State was first and foremost created as a give back company. The passion to help others was the spark behind the start of the entire brand back in 2009. We began with one small boutique and the idea for Mission Monday.

Mission Monday On Mondays, 10% of our net proceeds go directly to local charitable organizations in our communities which we call home.

Throughout the year, we support organizations who feed the hungry, help animals, assist service men and women, boost self-esteem, love on those battling cancer and house the homeless.

Each Season brings a new Mission Monday Campaign

Spreading the

LOVE As our footprint has grown and years have passed, you and Mission Monday have made an amazing impact in our communities.

Our very first year of Mission Monday raised $100.

The most recent year of Mission Monday raised $3,598,725 for local charities.

This number was from Feb. 2019 through Feb. 2020.

Giveback Totals Mission Monday: $16,609,159

Coprodeli: $6,000,000

Sponsorships: 242

Total: $22,548,662

Together we can do so much...

Every year, the SOFG Home Office Team partners with Habitat for Humanity of Blount County to sponsor and build a house for a local family

2021 Habitat Build

Our 5th build with Habitat for Humanity!

Nail by nail, we work together to change someone’s life forever.

Feeding the Hungry Each year the Home Office brings in food and packs Thanksgiving meals. The meals are donated to those in need around Knoxville, Tennessee.

To date we have donated thousands of Thanksgiving meals to local families in need.

Our Mission in…

Peru

Feed, Clothe, & Educate Children Our partnership with Coprodeli USA.

Our journey to help children around the world began in 2013 with a Mission Trip to Peru. A child in a third world country without an education or safe place to go during the day can only end in disaster. After our CEO, Aaron Walters, saw first hand how badly these sweet children in Peru needed our help, he returned home with a commitment to build schools, sponsor children’s educational journeys and to help these communities rise up and out of poverty.

Our Mission in Peru can be broken down into 3 parts...

1. Child Sponsorships: We currently sponsor 462 children.

Home Office sponsorships, boutique sponsorships and individual associate sponsorships all combine to provide support. The sponsorship provides them with a school uniform, a school lunch, after school care and psychological care.

2. Funding Construction Projects: Altar’d State has and is in the process of building 22 schools, churches, recreational areas and humanitarian aid centers.

3. Mission Trips: Every year, we send a group of associates to Peru to meet their sponsored children; to assist in construction and humanitarian aid projects and to lay witness to what has been achieved and what yet needs to be done. *The number of sponsored children and construction projects is from 2022. These numbers grow with each quarter.