Document:

Exhibit 10.1

 

EVINE LIVE INC.

COMMON STOCK AND WARRANT PURCHASE AGREEMENT

 

This Common Stock and Warrant
Purchase Agreement (this “Agreement”) is made as of May 2, 2019 by and between Evine
Live Inc., a Minnesota corporation with its principal office at 6740 Shady Oak Road, Eden Prairie, MN 55344-3433 (the
“Company”), and those purchasers listed on the attached Exhibit A, as such exhibit may be amended from
time to time (each a “Purchaser”, and collectively, the “Purchasers”).

 

Recitals

 

A.     
      The Company has authorized the sale and issuance of up to 8,000,000 shares (the
“Shares”) of the common stock of the Company, $0.01 par value per share (the “Common
Stock”), and warrants to purchase 3,500,000 shares of Common Stock to the Purchasers in a private placement (the
“Offering”).

 

B.      
     One of the Purchasers is a stockholder of Invicta Watch Company of America, Inc.
(“IWCA”), whose products are sold by the Company. One of the Purchasers is a member of Sterling Time, LLC,
a New York limited liability company (“Sterling Time”) and a distributor of IWCA’s watches and watch
accessories. As partial consideration for the Company entering into this Agreement with such Purchasers and providing certain
director positions to those individuals, those Purchasers are (1) causing Sterling Time to enter into a Vendor Exclusivity
Agreement with the Company and (2) causing IWCA to enter into a letter agreement with the Company to, among other things,
guarantee the exclusivity set forth in the Vendor Exclusivity Agreement.

 

C.       
    Pursuant to Section 4(2) of the Securities Act of 1933 (the “Securities Act”) and
Rule 506 promulgated thereunder, the Company desires to sell to the Purchasers listed on the attached Exhibit A, as
such exhibit may be amended from time to time, and such Purchasers, severally and not jointly, desire to purchase from the
Company that aggregate number of shares of Common Stock set forth opposite such Purchaser’s name on Exhibit A,
and warrants to purchase that aggregate number of shares of Common Stock set forth opposite such Purchaser’s name on Exhibit
A on the terms and subject to the conditions set forth in this Agreement.

 

Terms
and Conditions

 

Now, therefore, in consideration
of the foregoing recitals and the mutual covenants and agreements contained herein, the parties hereto, intending to be legally
bound, do hereby agree as follows:

 

		1.	Purchase of the Securities.

 

1.1          Agreement
to Sell and Purchase.  At the Closing (as hereinafter defined), the Company will issue and sell to each of the Purchasers,
and each Purchaser will, severally and not jointly, purchase from the Company, the number of Shares and warrants to purchase Common
Stock of the Company (the “Warrants” and together with the Shares, the “Securities”) set
forth opposite such Purchaser’s name on Exhibit A for an aggregate purchase price set forth opposite such Purchaser’s
name on Exhibit A (the “Purchase Price”). The Warrants shall be in the form set forth hereto as Exhibit
B.

 

1.2          Closing;
Closing Date. The completion of the sale and purchase of the Securities (the “Closing”) shall be held at
8:00 a.m. (Central Time) as soon as practicable following the satisfaction of the conditions set forth in Section 4 (the “Closing
Date”), at the offices of Faegre Baker Daniels LLP, 2200 Wells Fargo Center, 90 S. 7th Street, Minneapolis,
MN 55402-3901 or at such other time and place as the Company and Purchasers may agree.

 

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1.3           Delivery
of the Shares. At the Closing, subject to the terms and conditions hereof, the Company will deliver to each Purchaser a stock
certificate or certificates or evidence of book entry notation and Warrant or Warrants, in such denominations and registered in
such names as such Purchaser may designate by notice to the Company, representing the Securities, dated as of the Closing Date
(each a “Certificate”), against payment of the purchase price therefor by cash in the form of wire transfer,
unless other means of payment shall have been agreed upon by the Purchasers and the Company.

 

2.        
  Representations and Warranties of the Company.  The Company hereby represents and warrants to each
Purchaser:

 

2.1           Authorization.
All corporate action on the part of the Company, its officers, directors and shareholders necessary for the authorization,
execution and delivery of this Agreement has been taken. The Company has the requisite corporate power to enter into this Agreement
and carry out and perform its obligations under the terms of this Agreement. At the Closing, the Company will have the requisite
corporate power to issue and sell the Securities and the Common Stock issuable upon exercise of the Warrants (the “Warrant
Shares”). This Agreement has been duly authorized, executed and delivered by the Company and, upon due execution and
delivery by the Purchasers, this Agreement will be a valid and binding agreement of the Company, enforceable against the Company
in accordance with its terms, except as enforceability may be limited by bankruptcy, insolvency, reorganization, moratorium or
similar laws affecting creditors’ rights generally or by equitable principles.

 

2.2           No
Conflict with Other Instruments.  The execution, delivery and performance of this Agreement, the issuance and sale of the Securities
to be sold by the Company under this Agreement, the issuance of the Warrant Shares upon exercise of the Warrants and the consummation
of the actions contemplated by this Agreement (which for all purposes herein shall include exercise of the Warrants) will not (A)
result in any violation of, be in conflict with, or constitute a default under, with or without the passage of time or the giving
of notice: (i) any provision of the Company’s or its subsidiaries’ Articles of Incorporation or Bylaws as in effect
on the date hereof or at the Closing; (ii) any provision of any judgment, arbitration ruling, decree or order to which the Company
or its subsidiaries are a party or by which they are bound; (iii) any bond, debenture, note or other evidence of indebtedness,
or any lease, contract, mortgage, indenture, deed of trust, loan agreement, joint venture or other agreement, instrument or commitment
to which the Company or any subsidiary is a party or by which they or their respective properties are bound; or (iv) any statute,
rule, law or governmental regulation applicable to the Company; or (B) result in the creation or imposition of any lien, encumbrance,
claim, security interest or restriction whatsoever upon any of the properties or assets of the Company or any subsidiary or any
acceleration of indebtedness pursuant to any obligation, agreement or condition contained in any bond, debenture, note or any other
evidence of indebtedness or any indenture, mortgage, deed of trust or any other agreement or instrument to which the Company or
any subsidiary are a party or by which they are bound or to which any of the property or assets of the Company or any subsidiary
is subject. No consent, approval, authorization or other order of, or registration, qualification or filing with, any regulatory
body, administrative agency, or other governmental body is required for the execution and delivery of this Agreement by the Company
and the valid issuance or sale of the Securities by the Company pursuant to this Agreement, other than such as have been made or
obtained and that remain in full force and effect, and except for the filing of a Form D, any filings required to be made under
state securities laws and filings with the Nasdaq Global Select Market.

 

2.3           Articles
of Incorporation; Bylaws.  The Company has made available to the Purchasers true, correct and complete copies of the Articles
of Incorporation and Bylaws of the Company, as in effect on the date hereof.

 

2.4           Organization,
Good Standing and Qualification. The Company is a corporation duly organized, validly existing and in good standing under the
laws of the State of Minnesota and has all requisite corporate power and authority to carry on its business as now conducted. The
Company and each of its subsidiaries has full power and authority to own, operate and occupy its properties and to conduct its
business as presently conducted and is duly qualified to transact business and is in good standing in each jurisdiction in which
the failure so to qualify would have a material adverse effect on its or its subsidiaries’ business, financial condition,
properties, operations, prospects or assets or its ability to perform its obligations under this Agreement (a “Material
Adverse Effect”).

 

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2.5           SEC
Filings. The consolidated financial statements contained in each report, registration statement and definitive proxy statement
filed by the Company with the Securities and Exchange Commission (the “SEC,” and the documents, the “Company
SEC Documents”): (i) complied as to form in all material respects with the published rules and regulations of the SEC
applicable thereto and were timely filed; (ii) the information contained therein as of the respective dates thereof did not contain
an untrue statement of a material fact or omit to state a material fact required to be stated therein or necessary to make the
statements therein in light of the circumstances under which they were made not misleading; (iii) were prepared in accordance with
generally accepted accounting principles applied on a consistent basis throughout the periods covered, except as may be indicated
in the notes to such financial statements and (in the case of unaudited statements) as permitted by Form 10-Q of the SEC, and except
that unaudited financial statements may not contain footnotes and are subject to year-end audit adjustments; and (iv) fairly present
the consolidated financial position of the Company and its subsidiaries as of the respective dates thereof and the consolidated
results of operations and the changes in shareholders’ equity of the Company and its subsidiaries for the periods covered
thereby.

 

2.6           Subsidiaries.
 Except as set forth in the Company SEC Documents, the Company does not presently own or control, directly or indirectly, and
has no stock or other interest as owner or principal in, any other corporation or partnership, joint venture, association or other
business venture or entity with material operations (each a “subsidiary”). Each subsidiary is duly incorporated
or organized, validly existing and in good standing under the laws of its jurisdiction of incorporation or organization and has
all requisite power and authority to carry on its business as now conducted. Each subsidiary is duly qualified to transact business
and is in good standing in each jurisdiction in which the failure to so qualify would have a material adverse effect on its business
or properties. All of the outstanding capital stock or other securities of each subsidiary is owned by the Company, directly or
indirectly, free and clear of any liens, claims, or encumbrances.

 

2.7           Valid
Issuance of Securities. The Securities and the Warrant Shares are duly authorized and, when issued, sold and delivered in accordance
with the terms hereof or the Warrants, as the case may be, will be duly and validly authorized and issued, fully paid and nonassessable,
free from all taxes, liens, claims, encumbrances and charges with respect to the issue thereof; provided, however, that the Securities
and the Warrant Shares may be subject to restrictions on transfer under state and/or federal securities laws or as otherwise set
forth herein. The issuance, sale and delivery of the Securities and the Warrant Shares in accordance with the terms hereof or the
Warrant, as the case may be, will not be subject to preemptive rights of shareholders of the Company. The Warrant Shares have been
duly reserved for issuance upon exercise of the Warrant.

 

2.8           Offering.
Assuming the accuracy of the representations of the Purchasers in Section 3.3 of this Agreement on the date hereof, on the
Closing Date and solely as this Section relates to the issue and sale of the Warrant Shares on the date(s) of exercise of the Warrant,
the offer, issue and sale of the Securities and issuance of the Warrant Shares upon exercise of the Warrant (assuming no change
in applicable law prior to the date the Warrant Shares are issued), are and will be exempt from the registration and prospectus
delivery requirements of the Securities Act and have been or will be registered or qualified (or are or will be exempt from registration
and qualification) under the registration, permit or qualification requirements of all applicable state securities laws. Neither
the Company, nor any of its Affiliates, nor any person acting on its or their behalf, has directly or indirectly made any offers
or sales of any security or solicited any offers to buy any security under circumstances that would require registration under
the Securities Act of the issuance of the Securities to the Purchasers or the issuance of the Warrant Shares upon exercise of the
Warrants. Other than the Company SEC Documents, the Company has not distributed and will not distribute prior to the Closing Date
any offering material in connection with the offering and sale of the Securities or Warrant Shares. The Company has not taken any
action to sell, offer for sale or solicit offers to buy any securities of the Company which would bring the offer, issuance or
sale of the Securities or the issuance of the Warrant Shares upon exercise of the Warrants, within the provisions of Section 5
of the Securities Act, unless such offer, issuance or sale was or shall be within the exemptions of Section 4 of the Securities
Act.

 

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2.9           Litigation.
Except as set forth in the Company SEC Documents, there is no action, suit, proceeding nor investigation pending or, to the
Company’s knowledge, currently threatened against the Company or any of its subsidiaries that would be required to be disclosed
in the Company’s Annual Report on Form 10-K under the requirements of Item 103 of Regulation S-K. The foregoing includes,
without limitation, any action, suit, proceeding or investigation, pending or threatened, that questions the validity of this Agreement
or the right of the Company to enter into such Agreement and perform its obligations hereunder. Neither the Company nor any subsidiary
is subject to any material injunction, judgment, decree or order of any court, regulatory body, arbitral panel, administrative
agency or other government body.

 

2.10         Governmental
Consents. No consent, approval, order or authorization of, or registration, qualification, designation, declaration or filing
with, any federal, state, local or provincial governmental authority on the part of the Company is required in connection with
the consummation of the transactions contemplated by this Agreement, except for notices required or permitted to be filed with
certain state and federal securities commissions, which notices will be filed on a timely basis.

 

2.11         No
General Solicitation. Neither the Company, nor any of its Affiliates, nor any person acting on its or their behalf, has engaged
in any form of general solicitation or general advertising (within the meaning of Regulation D promulgated under the Securities
Act) in connection with the offer or sale of the Securities. “Affiliates” has the meaning given to it in Rule 12b-2
under the Securities Exchange Act of 1934.

 

2.12         No
“Bad Actor” Disqualification. The Company has exercised reasonable care, in accordance with SEC rules and guidance,
and has conducted a factual inquiry, the nature and scope of which reflect reasonable care under the relevant facts and circumstances,
to determine whether any Covered Person (as defined below) is subject to any of the “bad actor” disqualifications described
in Rule 506(d)(1)(i) to (viii) under the Securities Act (“Disqualification Events”). To the Company’s
knowledge, after conducting such sufficiently diligent factual inquiries, no Covered Person is subject to a Disqualification Event,
except for a Disqualification Event covered by Rule 506(d)(2) or (d)(3) under the Securities Act. The Company has complied, to
the extent applicable, with any disclosure obligations under Rule 506(e) under the Securities Act. “Covered Persons”
are those persons specified in Rule 506(d)(1) under the Securities Act, including the Company; any predecessor or Affiliate of
the Company; any director, executive officer, other officer participating in the offering, general partner or managing member of
the Company; any beneficial owner of 20% or more of the Company’s outstanding voting equity securities, calculated on the
basis of voting power; any promoter (as defined in Rule 405 under the Securities Act) connected with the Company in any capacity
at the time of the sale of the Shares; and any person that has been or will be paid (directly or indirectly) remuneration for solicitation
of purchasers in connection with the sale of the Shares (a “Solicitor”), any general partner or managing member
of any Solicitor, and any director, executive officer or other officer participating in the offering of any Solicitor or general
partner or managing member of any Solicitor.

 

3.    
      Representations and Warranties of the Purchasers. Each Purchaser, severally and not
jointly, hereby represents and warrants to the Company as follows:

 

3.1           Legal
Power.  Each Purchaser has the requisite authority to enter into this Agreement and to carry out and perform its obligations
under the terms of this Agreement. All action on each Purchaser’s part required for the lawful execution and delivery of
this Agreement have been or will be effectively taken prior to the Closing.

 

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3.2          Due
Execution. This Agreement has been duly authorized, executed and delivered by each Purchaser, and, upon due execution and delivery
by the Company, this Agreement will be a valid and binding agreement of each Purchaser, except as enforceability may be limited
by bankruptcy, insolvency, reorganization, moratorium or similar laws affecting creditors’ rights generally or by equitable
principles.

 

3.3          Investment
Representations. In connection with the sale and issuance of the Securities and Warrant Shares, each Purchaser, for itself
and no other Purchaser, makes the following representations:

 

(a)          Investment
for Own Account. Each Purchaser is acquiring the Securities and the Warrant Shares for its own account, not as nominee or agent,
and not with a view to, or for resale in connection with, any distribution or public offering thereof within the meaning of the
Securities Act; provided, however, that by making the representations herein, each Purchaser does not agree to hold any of the
Securities for any minimum or specific term and reserves the right to dispose of the securities at any time in accordance with
or pursuant to a registration statement or an exemption from the registration requirements of the Securities Act.

 

(b)          Transfer
Restrictions; Legends. Each Purchaser understands that (i) the Securities and Warrant Shares have not been registered under
the Securities Act; (ii) the Securities and Warrant Shares are being offered and sold pursuant to an exemption from registration,
based in part upon the Company’s reliance upon the statements and representations made by each Purchasers in this Agreement,
and that the Securities and Warrant Shares must be held by each Purchaser indefinitely, and that each Purchaser must, therefore,
bear the economic risk of such investment indefinitely, unless a subsequent disposition thereof is registered under the Securities
Act or is exempt from such registration; (iii) each Certificate representing the Securities and Warrant Shares will be endorsed
with the following legend until the earlier of (1) in the case of the Shares and Warrant Shares, such date as the Shares or Warrant
Shares, as the case may be, have been registered for resale by each Purchaser or (2) the date the Shares, the Warrants or the
Warrant Shares, as the case may be, are eligible for sale under Rule 144 under the Securities Act without limitations:

 

THE SECURITIES REPRESENTED HEREBY
HAVE NOT BEEN REGISTERED UNDER THE SECURITIES ACT OF 1933, AS AMENDED (THE “SECURITIES ACT”), OR UNDER THE SECURITIES
LAWS OF ANY STATES. THESE SECURITIES ARE SUBJECT TO RESTRICTIONS ON TRANSFERABILITY AND RESALE AND MAY NOT BE TRANSFERRED OR RESOLD
EXCEPT AS PERMITTED UNDER THE SECURITIES ACT AND THE APPLICABLE STATE SECURITIES LAWS, PURSUANT TO REGISTRATION OR EXEMPTION THEREFROM.
UNLESS SOLD PURSUANT TO AN EFFECTIVE REGISTRATION STATEMENT UNDER THE SECURITIES ACT, THE ISSUER OF THESE SECURITIES MAY REQUIRE
AN OPINION OF COUNSEL IN FORM AND SUBSTANCE SATISFACTORY TO THE ISSUER TO THE EFFECT THAT ANY PROPOSED TRANSFER OR RESALE IS IN
COMPLIANCE WITH THE SECURITIES ACT AND ANY APPLICABLE STATE SECURITIES LAWS.

 

(iv) the Company will instruct any transfer
agent not to register the transfer of the Securities or Warrant Shares (or any portion thereof) until the applicable date set forth
in clause (iii) above unless the conditions specified in the foregoing legends are satisfied or, if the opinion of counsel referred
to above is to the further effect that such legend is not required in order to establish compliance with any provisions of the
Securities Act or this Agreement, or other satisfactory assurances of such nature are given to the Company.

 

    	Purchase Agreement	Page 5

     

    

 

Each Purchaser, severally
and not jointly with the other Purchasers, agrees that the removal of the restrictive legend from certificates representing Securities
as set forth in this Section 3.3(b) is predicated upon the Company’s reliance that each Purchaser will sell any Securities
pursuant to either the registration requirements of the Securities Act, including any applicable prospectus delivery requirements,
or an exemption therefrom.

 

(c)          Financial
Sophistication; Due Diligence. Each Purchaser has such knowledge and experience in financial or business matters that it is
capable of evaluating the merits and risks of the investment in connection with the transactions contemplated in this Agreement.
Such Purchaser has, in connection with its decision to purchase the Securities, relied only upon the representations and warranties
contained herein and the information contained in the Company SEC Documents. Further, each Purchaser has had such opportunity to
obtain additional information and to ask questions of, and receive answers from, the Company, concerning the terms and conditions
of the investment and the business and affairs of the Company, as each Purchaser considers necessary in order to form an investment
decision.

 

(d)          Accredited
Investor Status. Each Purchaser is an “accredited investor” as such term is defined in Rule 501(a) of the rules
and regulations promulgated under the Securities Act and has provided a questionnaire as requested by the Company to document
such status.

 

(e)          Residency.
Each Purchaser is organized under the laws of or resident in the state set forth beneath such Purchaser’s name on the
signature page attached hereto, and its principal place of operations (if applicable) is in the state set forth beneath such Purchaser’s
name on the signature page attached hereto.

 

(f)          General
Solicitation. Each Purchaser is not purchasing the Securities as a result of any advertisement, article, notice or other communication
regarding the Securities published in any newspaper, magazine or similar media or broadcast over the television or radio or presented
at any seminar or any other general solicitation or general advertisement. Prior to the time that each Purchaser was first contacted
by the Company such Purchaser had a pre-existing and substantial relationship with the Company.

 

3.4           No
Investment, Tax or Legal Advice. Each Purchaser understands that nothing in the Company SEC Documents, this Agreement, or any
other materials presented to each Purchaser in connection with the purchase and sale of the Securities constitutes legal, tax or
investment advice. Each Purchaser has consulted such legal, tax and investment advisors as it, in its sole discretion, has deemed
necessary or appropriate in connection with its purchase of Securities.

 

3.5           Additional
Acknowledgement. Each Purchaser acknowledges that it has independently evaluated the merits of the transactions contemplated
by this Agreement, that it has independently determined to enter into the transactions contemplated hereby, that it is not relying
on any advice from or evaluation by any other person.

 

3.6           Limited
Ownership. The purchase of the Securities issuable to each Purchaser at the Closing will not result in such Purchaser (individually
or together with any other person or entity with whom such Purchaser has identified, or will have identified, itself as part of
a “group” in a public filing made with the SEC involving the Company’s securities) acquiring, or obtaining the
right to acquire, in excess of 19.999% of the outstanding shares of Common Stock or voting power of the Company on a post-transaction
basis that assumes that the Closing shall have occurred.

 

3.7           No
Short Position. As of the date hereof, and as of the Closing Date, each Purchaser acknowledges and agrees that it does not
and will not (between the date hereof and the Closing Date) engage in any short sale regarding the Company’s voting stock
or any other type of hedging transaction involving the Company’s securities (including, without limitation, depositing shares
of the Company’s securities with a brokerage firm where such securities are made available by the broker to other customers
of the firm for purposes of hedging or short selling the Company’s securities).

 

    	Purchase Agreement	Page 6

     

    

 

		4.	Conditions to Closing.

 

4.1          Conditions
to Obligations of Purchasers at Closing.  Each Purchaser’s obligation to purchase the Securities at the Closing is subject
to the fulfillment to that Purchaser’s reasonable satisfaction, on or prior to the Closing, of all of the following conditions,
any of which may be waived by the Purchaser:

 

(a)          Representations
and Warranties True; Performance of Obligations. The representations and warranties made by the Company in Section 2 shall
be true and correct in all respects on the Closing Date with the same force and effect as if they had been made on and as of said
date and the Company shall have performed and complied with all obligations and conditions herein required to be performed or complied
with by it on or prior to the Closing and a certificate duly executed by an officer of the Company, to the effect of the foregoing,
shall be delivered to the Purchasers.

 

(b)          Proceedings
and Documents.  All corporate and other proceedings in connection with the transactions contemplated at the Closing and all
documents and instruments incident to such transactions shall be reasonably satisfactory in substance and form to counsel to the
Purchaser, and counsel to the Purchaser shall have received all such counterpart originals or certified or other copies of such
documents as they may reasonably request. The Company shall have delivered (or caused to have been delivered) to each Purchaser,
the certificates required by this Agreement. The Warrant Shares shall have been duly authorized and reserved for issuance upon
exercise of the Warrant.

 

(c)          Qualifications,
Legal Investment.  All authorizations, approvals, or permits, if any, of any governmental authority or regulatory body of the
United States or of any state that are required in connection with the lawful sale and issuance of the Securities and Warrant Shares
shall have been duly obtained and shall be effective on and as of the Closing. No stop order or other order enjoining the sale
of the Securities or Warrant Shares shall have been issued and no proceedings for such purpose shall be pending or, to the knowledge
of the Company, threatened by the SEC, or any commissioner of corporations or similar officer of any state having jurisdiction
over this transaction. At the time of the Closing, the sale and issuance of the Securities and Warrant Shares shall be legally
permitted by all laws and regulations to which Purchasers and the Company are subject. No litigation, statute, rule, regulation,
executive order, decree, ruling or injunction will have been enacted, entered, promulgated or endorsed by or in any court or governmental
authority of competent jurisdiction or any self-regulatory organization having authority over the matters contemplated hereby which
prohibits the consummation of any of the transactions contemplated by this Agreement.

 

(d)          Execution
of Agreements. The Company shall have executed this Agreement and have delivered this Agreement to the Purchasers.

 

(e)          Secretary’s
Certificate. The Company shall have delivered to the Purchasers a certificate of the Secretary of the Company certifying as
to the truth and accuracy of the resolutions of the board of directors relating to the transaction contemplated hereby (a copy
of which shall be included with such certificate).

 

(f)          Trading
and Listing. Trading and listing of the Company’s common stock on the Nasdaq Global Select Market shall not have been
suspended by the SEC or the Nasdaq Global Select Market.

 

(g)          Blue
Sky. The Company shall have obtained all necessary “blue sky” law permits and qualifications, or have the availability
of exemptions therefrom, required by any state for the offer and sale of the Securities and issuance of the Warrant Shares upon
exercise of the Warrant.

 

(h)          Material
Adverse Change. Since the date of this Agreement, there shall not have occurred any event which results in a Material Adverse
Effect.

 

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4.2          Conditions
to Obligations of the Company. The Company’s obligation to issue and sell the Securities at the Closing is subject to
the fulfillment to the Company’s reasonable satisfaction, on or prior to the Closing of the following conditions, any of
which may be waived by the Company:

 

(a)          Representations
and Warranties True.  The representations and warranties made by the Purchasers in Section 3 shall be true and correct in all
material respects on the Closing Date with the same force and effect as if they had been made on and as of said date.

 

(b)          Performance
of Obligations. The Purchasers shall have performed and complied with all agreements and conditions herein required to be performed
or complied with by them on or before the Closing. The Purchasers shall have delivered the Purchase Price, by wire transfer, to
the account designated by the Company for such purpose.

 

(c)          Qualifications,
Legal Investment. All authorizations, approvals, or permits, if any, of any governmental authority or regulatory body of the
United States or of any state that are required in connection with the lawful sale and issuance of the Securities and Warrant Shares
shall have been duly obtained and shall be effective on and as of the Closing. No stop order or other order enjoining the sale
of the Securities or Warrant Shares shall have been issued and no proceedings for such purpose shall be pending or, to the knowledge
of the Company, threatened by the SEC, or any commissioner of corporations or similar officer of any state having jurisdiction
over this transaction. At the time of the Closing, the sale and issuance of the Securities and the Warrant Shares shall be legally
permitted by all laws and regulations to which the Purchasers and the Company are subject. No litigation, statute, rule, regulation,
executive order, decree, ruling or injunction will have been enacted, entered, promulgated or endorsed by or in any court or governmental
authority of competent jurisdiction or any self-regulatory organization having authority over the matters contemplated hereby which
prohibits the consummation of any of the transactions contemplated by this Agreement.

 

(d)          Execution
of Agreements. The Purchasers shall have executed this Agreement and delivered this Agreement to the Company.

 

(e)          Confidential
Vendor Exclusivity Agreement. Sterling Time shall have executed that certain Vendor Exclusivity Agreement between the Company
and Sterling Time and delivered such agreement to the Company.

 

(f)          Clawback
Letter Agreement. Each Purchaser shall have executed that certain Clawback Letter Agreement between the Company and the Purchasers
to be dated on or about the date hereof and delivered such agreement to the Company.

 

(g)          Merchandise
Letter Agreement. Sterling Time shall have executed that certain Merchandise Letter Agreement between the Company and Sterling
Time to be dated on or about the date hereof and delivered such agreement to the Company.

 

(h)          D&O
Questionnaires. Timothy Peterman, Eyal Lalo and Michael Friedman shall not have modified their responses to their D&O Questionnaires
(as defined below) previously provided to the Company and the facts underlying their responses to their D&O Questionnaires
shall not have changed.

 

    	Purchase Agreement	Page 8

     

    

 

		5.	Additional Covenants.

 

5.1           Board
of Directors. Concurrent with the Closing, Thomas Beers and Mark Holtsworth will resign from the Company’s board of directors
and the Company will appoint Eyal Lalo and Michael Friedman to the Company’s board of directors. In addition, the Company’s
board of directors will appoint Eyal Lalo as the Vice Chair of the Company’s board of directors. Each of Eyal Lalo and Michael
Friedman has provided the Company with a completed director questionnaire (“D&O Questionnaire”). Each of
Eyal Lalo and Michael Friedman represents and warrants to the Company that his respective D&O Questionnaire contains no untrue
statement or alleged untrue statement of a material fact, or any omission or alleged omission of a material fact requested to be
stated therein or necessary to make the statements therein, in the light of the circumstances under which they were made, not misleading.
The Company agrees to (a) recommend, and reflect such recommendation in the Company’s definitive proxy statement in connection
with the 2019 annual meeting of shareholders, that the shareholders of the Company vote to re-elect each of Eyal Lalo and Michael
Friedman as a director of the Company at the 2019 annual meeting of shareholders for a term of office expiring at the 2020 annual
meeting of the shareholders of the Company, and (b) solicit, obtain proxies in favor of, and otherwise support the election of
Eyal Lalo and Michael Friedman at the 2019 annual meeting of shareholders, in a manner no less favorable than the manner in which
the Company supports other nominees for election at the 2019 annual meeting of shareholders.

 

5.2           Chief
Executive Officer. Concurrent with the Closing, the Company will appoint Timothy Peterman as Chief Executive Officer of the
Company. Timothy Peterman has provided the Company with a completed officer questionnaire (also a “D&O Questionnaire”).
Timothy Peterman represents and warrants to the Company that his D&O Questionnaire contains no untrue statement or alleged
untrue statement of a material fact, or any omission or alleged omission of a material fact requested to be stated therein or necessary
to make the statements therein, in the light of the circumstances under which they were made, not misleading.

 

5.3.          Policies
and Procedures. The Purchasers acknowledge that each of Eyal Lalo, Michael Friedman and Timothy Peterman shall be required
to comply with all policies, processes, procedures, codes, rules, standards, and guidelines applicable, from time to time, to members
of the Company’s board of directors and executive officers, including the Company’s Code of Conduct, and policies on
confidentiality, ethics, hedging and pledging of Company securities, public disclosures, stock trading, and stock ownership, and
the each of Eyal Lalo, Michael Friedman and Timothy Peterman.

 

5.4           Confidential
Information.  The parties have entered into that certain non-disclosure agreement dated March 26, 2019, which
agreement remains in effect.

 

5.5           Form D
and State Securities Filings. The Company will file with the SEC a Notice of Sale of Securities on Form D with respect
to the Securities, as required under Regulation D under the Securities Act, no later than 15 days after the Closing Date.
The Company will promptly and timely file all documents and pay all filing fees required by any states’ securities laws in
connection with the sale of Securities.

 

5.6           Form
8-K Information. Each Purchaser has reviewed the disclosure contained in the draft Form 8-K announcing the matters described
in this Agreement (the “Form 8-K”). Each Purchaser represents and warrants to the Company that, to such Purchaser’s
knowledge, the Form 8-K contains no untrue statement or alleged untrue statement of a material fact, or any omission or alleged
omission of a material fact required to be stated therein or necessary to make the statements therein, in the light of the circumstances
under which they were made, not misleading.

 

5.7           Candidate
Information. The Purchasers acknowledge that each of Eyal Lalo, Michael Friedman
and Timothy Peterman shall have provided to the Company information required to be, or customarily
disclosed by, directors or director candidates or officers (as applicable) in proxy statements or other filings under applicable
law or stock exchange rules or listing standards, information in connection with assessing eligibility, independence, and other
criteria applicable to directors, and a fully completed, true and accurate copy of the D&O Questionnaires and other reasonable
and customary director onboarding documentation. The Purchasers agree that each of Eyal Lalo, Michael Friedman and Timothy
Peterman shall be required to provide the Company with such information as reasonably requested
from all members of the Company’s board as is required to be disclosed under applicable law or stock exchange regulations,
in each case as promptly as necessary to enable the timely filing of the Company’s proxy statement and other periodic reports
with the SEC.

 

    	Purchase Agreement	Page 9

     

    

  

5.8          Limitation
on Transfer.

 

(a)          “Restricted
Securities” means (i) the Shares, the Warrants, the Warrant Shares and (ii) any other shares of capital stock of the
Company issued in respect of such Shares or Warrant Shares (as a result of stock splits, stock dividends, reclassifications, recapitalizations
or similar events) or securities issued in respect of such Warrants; provided, however, that securities that are Restricted Securities
shall cease to be Restricted Securities upon any sale pursuant to an effective registration statement under the Securities Act
or pursuant to Rule 144 or another exemption available under the Securities Act. In no event may the Restricted Securities be sold
or transferred unless either (A) they first shall have been registered under the Securities Act or (B) the Company shall have been
furnished with an opinion of legal counsel, reasonably satisfactory to the Company, to the effect that such sale or transfer is
exempt from the registration requirements of the Securities Act.

 

(b)          Notwithstanding
any other provision herein to the contrary, (1) a Purchaser shall not sell, transfer, assign, donate, pledge or otherwise dispose
of the Restricted Securities until May 2, 2021, and (2) a Purchaser shall not at any time, directly or indirectly, sell, transfer
or otherwise dispose of any Restricted Securities when Purchaser is in possession of material non-public information about the
Company.

 

(c)          Any
certificate representing Restricted Securities shall bear a legend substantially in the following form:

 

The
securities represented hereby are subject to a restriction on transfer contained in a Common Stock and Warrant Purchase Agreement,
dated as of May 2, 2019. A copy of the agreement is available at the Company’s principal executive offices.

 

(d)          Each
Purchaser acknowledges and agrees that the Company, in its discretion, may cause stop transfer orders to be placed with its transfer
agent with respect to the Restricted Securities in order to facilitate the transfer restrictions referred to in this Section.
The Company shall remove the legend from the certificates representing any Restricted Securities at the request of the holder
thereof at such time as they are sold pursuant to an effective registration statement under the Securities Act or an exemption
from the registration requirements of the Securities Act in compliance with this Section.

 

(e)          No
Purchaser shall engage, directly or indirectly, in any short sales with respect to the Common Stock of the Company until May 2,
2021.

 

5.9          Standstill
Agreement. 

 

(a)          Each
Purchaser agrees that, from the date of this Agreement until May 2, 2021 (the “Standstill Period”), without
the prior written authorization or invitation of the Company’s board of directors, neither it nor any of its Affiliates or
Associates, will, and each Purchaser will cause each of its Affiliates and Associates not to, directly or indirectly, in any manner:

 

(i)          publicly
propose or publicly announce or otherwise publicly disclose an intent to propose or enter into or agree to enter into, singly or
with any other person, directly or indirectly, (x) any form of business combination or acquisition or other transaction relating
to a material amount of assets or securities of the Company or any of its subsidiaries, (y) any form of restructuring, recapitalization,
or similar transaction with respect to the Company or any of its subsidiaries, or (z) any form of tender or exchange offer for
the Common Stock, whether or not such transaction involves a change of control of the Company; provided, however, that this clause
(i) shall not preclude the tender by any Purchaser of any securities of the Company into any tender or exchange offer not made,
financed, or otherwise supported by the Purchaser or any Affiliate or Associate thereof or preclude the ability of any Purchaser
to vote its shares of Common Stock for or against any transaction involving the Company’s securities where the transaction
is not proposed or sponsored by any Purchaser or any Affiliate or Associate thereof;

 

    	Purchase Agreement	Page 10

     

    

  

(ii)         engage
in any solicitation of proxies or written consents to vote any voting securities of the Company, or conduct any non-binding referendum
with respect to any voting securities of the Company, or assist or participate (other than by determining how to vote their own
shares) in any other way, directly or indirectly, in any solicitation of proxies or written consents with respect to any voting
securities of the Company, or otherwise become a “participant” in a “solicitation,” as such terms are defined
in Instruction 3 of Item 4 of Schedule 14A and Rule 14a-1 of Regulation 14A, respectively, under the Securities Exchange Act of
1934, to vote any securities of the Company in opposition to any recommendation or proposal of the Company’s board of directors;

 

(iii)        acquire,
offer, or propose to acquire, or agree to acquire, directly or indirectly, whether by purchase, tender or exchange offer, through
the acquisition of control of another person, by joining a partnership, limited partnership, syndicate, or other group (including
any group of persons that would be treated as a single “person” under Section 13(d) of the Securities Exchange Act
of 1934), through swap or hedging transactions or otherwise, any additional securities of the Company or any rights decoupled from
the underlying securities of the Company, to the extent that the Purchaser’s total beneficial ownership would exceed in the
aggregate (among all of the Purchasers and any Affiliate or Associate thereof) 9.9% of the Common Stock outstanding (except to
the extent that the Purchaser’s total beneficial ownership exceeds in the aggregate (among all of the Purchasers and any
Affiliate or Associate thereof) 9.9% of the Common Stock outstanding as of the date of this Agreement;

 

(iv)        except
in Rule 144 open-market broker-sale transactions where the identity of the purchaser is not known and in underwritten widely-dispersed
public offerings, sell, offer, or agree to sell directly or indirectly, through swap or hedging transactions or otherwise, the
securities of the Company or any rights decoupled from the underlying securities held by the Purchasers to any person or entity
not (A) a party to this Agreement, (B) a member of the Company’s board of directors, (C) an officer of the Company, or (D)
an Affiliate or Associate of the Purchasers (any person or entity not set forth in clauses (A)-(D) shall be referred to as a “Third
Party”) that would knowingly result in such Third Party, together with its Affiliates and Associates, owning, controlling
or otherwise having any, beneficial, economic or other ownership interest representing in the aggregate in excess of 5% of the
shares of Common Stock outstanding at such time;

 

(v)         engage
in any short sale with respect to any security (other than a broad-based market basket or index) that includes, relates to, or
derives any significant part of its value from a decline in the market price or value of the securities of the Company;

 

(vi)        except
as otherwise set forth in this Agreement, take any action in support of or make any proposal or request that constitutes: (A) controlling,
changing, or influencing the Company’s board of directors or management of the Company, including any plans or proposals
to change the number or term of directors or to fill any vacancies on the Company’s board of directors, (B) any material
change in the capitalization, stock repurchase programs and practices, or dividend policy of the Company, (C) any other material
change in the Company’s management, business, or corporate structure, (D) seeking to have the Company waive or make amendments
or modifications to the Company’s Articles of Incorporation or Bylaws, or other actions that may impede or facilitate the
acquisition of control of the Company by any person, (E) causing a class of securities of the Company to be delisted from, or to
cease to be authorized to be quoted on, any securities exchange; or (F) causing a class of securities of the Company to become
eligible for termination of registration pursuant to Section 12(g)(4) of the Securities Exchange Act of 1934;

 

    	Purchase Agreement	Page 11

     

    

  

(vii)   
  call or seek to call, or request the call of, alone or in concert with others, any meeting of
shareholders, whether or not such a meeting is permitted by the Company’s Articles of Incorporation or Bylaws,
including a “town hall meeting”;

 

(viii)   
 publicly seek, alone or in concert with others, representation on the Company’s board of
directors, except as expressly permitted by this Agreement;

 

(ix)        initiate,
encourage or in any “vote no,” “withhold,” or similar campaign;

 

(x)         deposit
any Common Stock in any voting trust or subject any Common Stock to any arrangement or agreement with respect to the voting of
any Common Stock (other than any such voting trust, arrangement, or agreement solely among the members of the Purchaser that is
otherwise in accordance with this Agreement);

 

(xi)        seek,
or knowingly encourage any person, to submit nominations in furtherance of a “contested solicitation” for the election
or removal of directors with respect to the Company or seek or knowingly encourage any action with respect to the election or removal
of any directors of the Company or with respect to the submission of any shareholder proposals (including any submission of shareholder
proposals pursuant to Rule 14a-8 under the Securities Exchange Act of 1934);

 

(xii)       form,
join, or in any other way participate in any “group” (within the meaning of Section 13(d)(3) of the Securities Exchange
Act of 1934) with respect to the Common Stock (other than the Purchasers as a group);

 

(xiii)      demand
a copy of the Company’s list of shareholders or its other books and records, whether pursuant to the Minnesota Business Corporation
Act (the “MBCA”) or pursuant to any other statutory right;

 

(xiv)   
 commence, encourage, or support any derivative action in the name of the Company, or any class action
against the Company or any of its officers or directors in order to, directly or indirectly, effect any of the actions
expressly prohibited by this Agreement or cause the Company to amend or waive any of the provisions of this Agreement; provided, however,
that for the avoidance of doubt, the foregoing shall not prevent any of the Purchasers from (A) bringing litigation to
enforce the provisions of this Agreement, (B) making counterclaims with respect to any proceeding initiated by, or on behalf
of, the Company against a Purchaser, (C) bringing bona fide commercial disputes that do not relate to the subject matter of
this Agreement or the topics covered in any correspondence between the Company and the Purchasers prior to the date hereof,
or (D) exercising statutory dissenter’s, appraisal, or similar rights under the MBCA; provided, further, that
the foregoing shall also not prevent the Purchasers from responding to or complying with a validly issued legal process in
connection with litigation that it did not initiate, invite, facilitate or encourage, except as otherwise permitted in this
Section 5.9(a)(xiv);

 

(xv)   
   disclose publicly or privately in a manner that could reasonably be expected to become public any
intent, purpose, plan, or proposal with respect to the Company’s board of directors, the Company, its management,
policies or affairs, any of its securities or assets, or this Agreement that is inconsistent with the provisions of this
Agreement;

 

    	Purchase Agreement	Page 12

     

    

  

(xvi)  
   enter into any negotiations, agreements, or understandings with any person or entity with respect
to any of the foregoing, or advise, knowingly assist, knowingly encourage, or knowingly seek to persuade any person or entity
to take any action or make any statement with respect to any of the foregoing, or otherwise take or cause any action or make
any statement inconsistent with any of the foregoing;

 

(xvii) 
   make any request or submit any proposal to amend the terms of this Agreement other than through
non-public communications with the Company that would not be reasonably determined to trigger public disclosure obligations
for any party;

 

(xviii)  
take any action challenging the validity or enforceability of any of the provisions of this Section or
publicly disclose, or cause or facilitate the public disclosure (including the filing of any document with the SEC or any
other governmental agency or any disclosure to any journalist, member of the media, or securities analyst) of, any intent,
purpose, plan, or proposal to either (A) obtain any waiver or consent under, or any amendment of, any provision of this
Agreement, or (B) take any action challenging the validity or enforceability of any provisions of this Section; or

 

(xix)      otherwise
take, or solicit, cause or encourage others to take, any action inconsistent with the foregoing.

 

(b)          Notwithstanding
the foregoing, the provisions of this Section shall not limit in any respect the actions of any director or executive officer of
the Company (including Eyal Lalo, Michael Friedman or Timothy Peterman) in his or her capacity as such, recognizing that such actions
are subject to such director’s and officer’s fiduciary duties to the Company and its shareholders (it being understood
and agreed that neither the Purchasers nor any of their Affiliates or Associates shall seek to do indirectly through the Eyal Lalo,
Michael Friedman or Timothy Peterman in their capacity as directors or officers anything that would be prohibited if done by any
of the Purchasers or their Affiliates and Associates directly).

 

(c)          The
foregoing provisions of this Section shall not be deemed to prohibit the Purchasers or their directors, officers, partners, employees,
members, or agents, in each case acting in such capacity (“Purchaser Agents”), from communicating privately
regarding or privately advocating for or against any of the matters described in this Section with the Company’s directors
or officers, so long as such communications are not intended to, and would not reasonably be expected to, require any public disclosure
of such communications or requests.

 

(d)          As
of the date of this Agreement, none of the Purchasers is engaged in any discussions or negotiations with any person, and none of
the Purchasers has any agreements, arrangements, or understandings, written or oral, formal or informal, and whether or not legally
enforceable, with any person concerning the acquisition of economic ownership of any securities of the Company, and none of the
Purchasers has actual and non-public knowledge that any other shareholders of the Company, including any shareholders that have
a Schedule 13D currently on file with the SEC with respect to the Company, have any present or future intention of taking any actions
that if taken by the Purchasers would violate any of the terms of this Agreement. The Purchasers agree to refrain from taking any
actions during the Standstill Period to intentionally encourage other shareholders of the Company or any other persons to engage
in any of the actions referred to in the previous sentence.

 

    	Purchase Agreement	Page 13

     

    

 

(e)          As
used in this Agreement, the term “Associate” shall have the meaning set forth in Rule 12b-2 promulgated by the
SEC under the Securities Exchange Act of 1934; the terms “beneficial owner” and “beneficial ownership”
shall have the same meanings as set forth in Rule 13d-3 promulgated by the SEC under the Securities Exchange Act of 1934; the terms
“economic owner” and “economically own” shall have the same meanings as “beneficial owner”
and “beneficially own,” except that a person will also be deemed to economically own and to be the economic owner of
(i) all shares of Common Stock that such person has the right to acquire pursuant to the exercise of any rights in connection with
any securities or any agreement, regardless of when such rights may be exercised and whether they are conditional, and (ii) all
shares of Common Stock in which such person has any economic interest, including pursuant to a cash-settled call option or other
derivative security, contract, or instrument in any way related to the price of shares of Common Stock; the terms “person”
or “persons” shall mean any individual, corporation (including not-for-profit), general or limited partnership, limited
liability company, joint venture, estate, trust, association, organization, or other entity of any kind or nature; and the term.

 

(f)          Notwithstanding
anything contained in this Agreement to the contrary, the provisions of this Section 5.9 shall automatically terminate upon the
announcement by the Company that it has entered into a definitive agreement with respect to any merger, consolidation, acquisition,
business combination, sale of a division, sale of substantially all assets, recapitalization, restructuring, liquidation, dissolution,
tender offer or other similar extraordinary transaction that would, if consummated, result in the acquisition by any person or
group of persons (other than any direct or indirect subsidiaries of the Company) of more than 50% of the Common Stock.

 

5.10        Voting
Agreement.  Each Purchaser shall cause all shares of Common Stock beneficially owned by it and its Affiliates and Associates
to be (i) present for quorum purposes at all meetings of Company shareholders held during the “Exclusivity Period”
set forth in the Exclusivity Agreement, and at any adjournments or postponements thereof, and (ii) voted at all such meetings in
favor of all directors nominated by the Company’s board of directors for election and in accordance with all Company’s
board of directors recommendations for any other proposals.

 

		6.	Miscellaneous.

 

6.1           Governing
Law. This Agreement shall be governed by and construed in accordance with the laws of the State of Minnesota, without regard
to the choice of law provisions thereof, and the federal laws of the United States.

 

6.2           Successors
and Assigns. Except as otherwise expressly provided herein, the provisions hereof shall inure to the benefit of, and be binding
upon, the successors, assigns, heirs, executors, and administrators of the parties hereto.

 

6.3           Entire
Agreement. This Agreement and the exhibits hereto, and the other documents delivered pursuant hereto, constitute the full and
entire understanding and agreement among the parties with regard to the subjects hereof and no party shall be liable or bound to
any other party in any manner by any representations, warranties, covenants, or agreements except as specifically set forth herein
or therein. Nothing in this Agreement, express or implied, is intended to confer upon any party, other than the parties hereto
and their respective successors and assigns, any rights, remedies, obligations, or liabilities under or by reason of this Agreement,
except as expressly provided herein.

 

6.4           Severability.
 In the event any provision of this Agreement shall be invalid, illegal, or unenforceable, it shall to the extent practicable,
be modified so as to make it valid, legal and enforceable and to retain as nearly as practicable the intent of the parties, and
the validity, legality, and enforceability of the remaining provisions shall not in any way be affected or impaired thereby.

 

6.5           Amendment
and Waiver. Except as otherwise provided herein, any term of this Agreement may be amended and the observance of any term of
this Agreement may be waived (either generally or in a particular instance, either retroactively or prospectively, and either for
a specified period of time or indefinitely), with the written consent of the Company and each Purchaser. Any amendment or waiver
effected in accordance with this Section shall be binding upon any holder of any Securities purchased under this Agreement (including
securities into which such Securities have been converted), each future holder of all such securities, and the Company.

 

    	Purchase Agreement	Page 14

     

    

  

6.6           Fees
and Expenses. Except as otherwise set forth herein, the Company and the Purchasers shall bear their own expenses and legal
fees incurred on their behalf with respect to this Agreement and the transactions contemplated hereby. Each party hereby agrees
to indemnify and to hold harmless of and from any liability the other party for any commission or compensation in the nature of
a finder’s fee to any broker or other person or firm (and the costs and expenses of defending against such liability or asserted
liability) for which such indemnifying party or any of its employees or representatives are responsible.

 

6.7           Notices.
All notices, requests, consents and other communications hereunder shall be in writing, shall be delivered (A) if within the
United States, by first-class registered or certified airmail, or nationally recognized overnight express courier, postage prepaid,
or by facsimile, or (B) if from outside the United States, by International Federal Express (or comparable service) or facsimile,
and shall be deemed given (i) if delivered by first-class registered or certified mail domestic, upon the business day received,
(ii) if delivered by nationally recognized overnight carrier, one business day after timely delivery to such carrier, (iii) if
delivered by International Federal Express (or comparable service), two business days after so mailed, (iv) if delivered by facsimile,
upon electric confirmation of receipt and shall be addressed as follows, or to such other address or addresses as may have been
furnished in writing by a party to another party pursuant to this paragraph:

 

if to the Company, to:

 

Evine Live Inc.

6740 Shady Oak Road

Eden Prairie, MN 55344-3433

Attention: General Counsel

 

with a copy to:

 

Faegre Baker Daniels LLP

2200 Wells Fargo Center

90 S. 7th Street

Minneapolis, MN 55402-3901

Attention: Jonathan Zimmerman

Facsimile: +1 612 766 1600

 

if to the Purchaser, at its address on the
signature page to this Agreement.

 

6.8           Survival
of Representations, Warranties and Agreements. All covenants, agreements, representations and warranties made by the Company
and the Purchaser herein shall survive the execution of this Agreement, the delivery to the Purchaser of the Securities being purchased
and the payment therefor.

 

6.9           Counterparts.
This Agreement may be executed by electronic or facsimile signature and in any number of counterparts, each of which shall
be deemed an original, but all of which together shall constitute one instrument.

 

    	Purchase Agreement	Page 15

     

    

 

6.10         Receipt
of Adequate Information; No Reliance; Representation by Counsel. Each party acknowledges that it has received adequate information
to enter into this Agreement, that it has had adequate opportunity to make whatever investigation or inquiry it may deem necessary
or desirable in connection with the subject matter of this Agreement prior to the execution hereof, and that it has not relied
on any promise, representation, or warranty, express or implied, not contained in this Agreement. Each of the parties hereto acknowledges
that it has been represented by counsel of its choice throughout all negotiations that have preceded the execution of this Agreement,
and that it has executed the same with the advice of said independent counsel. Each party cooperated and participated in the drafting
and preparation of this Agreement and the documents referred to herein, and any and all drafts relating thereto exchanged among
the parties shall be deemed the work product of all of the parties and may not be construed against any party by reason of its
drafting or preparation. Accordingly, any rule of law or any legal decision that would require interpretation of any ambiguities
in this Agreement against any party that drafted or prepared it is of no application and is hereby expressly waived by each of
the parties hereto, and any controversy over interpretations of this Agreement shall be decided without regards to events of drafting
or preparation. Further, any rule of law or any legal decision that would provide any party with a defense to the enforcement of
the terms of this Agreement against such party shall have no application and is expressly waived. The provisions of this Agreement
shall be interpreted in a reasonable manner to effect the intent of the parties.

 

[The Remainder of this Page is Blank]

 

    	Purchase Agreement	Page 16

     

    

 

In witness whereof, the
foregoing Common Stock and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	EVINE LIVE INC.
	 	 	 
	 	By:	/s/ Andrea M. Fike
	 	Name:	Andrea M. Fike
	 	Title:	EVP, General Counsel

 

    	Purchase Agreement	Signature Page

     

    

 

In witness whereof, the
foregoing Common Stock and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	Tim Peterman
	 	Name of Purchaser

 

	 	By:	/s/ Tim Peterman
	 	Name:  	Tim Peterman
	 	Title:	CEO

 

	 	Investment Amount:	 	 
	 	Tax Identification No.:	 	 
	 	State of Organization:	 	 

	 	State of Principal Place of Operations: 	 

 

	 	Address for Notice:
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

	 	Delivery Instructions (if different from above):
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

    	Purchase Agreement	Signature Page

     

    

 

In witness whereof, the foregoing Common Stock
and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	Michael & Leah Friedman
	 	Name of Purchaser

 

	 	By:	/s/ Michael Friedman
	 	Name:	Michael Friedman
	 	Title:	Individually

 

	 	By:	/s/ Leah Friedman
	 	Name:	Leah Friedman
	 	Title:	Individually

 

	 	Investment Amount:	 	 
	 	Tax Identification No.:	 	 
	 	State of Organization:	 	 

	 	State of Principal Place of Operations: 	 

 

	 	Address for Notice:
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

	 	Delivery Instructions (if different from above):
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

    	Purchase Agreement	Signature Page

     

    

 

In witness whereof, the foregoing Common Stock
and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	Invicta Media Investments, LLC
	 	Name of Purchaser

 

	 	By:	/s/ Eyal Lalo
	 	Name:	Eyal Lalo
	 	Title:	Owner

 

	 	Investment Amount:	 	 
	 	Tax Identification No.:	 	 
	 	State of Organization:	 	 

	 	State of Principal Place of Operations: 	 

 

	 	Address for Notice:
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

	 	Delivery Instructions (if different from above):
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

    	Purchase Agreement	Signature Page

     

    

 

In witness whereof, the foregoing Common Stock
and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	Retailing Enterprises, LLC
	 	Name of Purchaser

 

	 	By:	/s/ Mauricio Krantzberg
	 	Name:	Mauricio Krantzberg
	 	Title:	President

 

	 	Investment Amount:	 	 
	 	Tax Identification No.:	 	 
	 	State of Organization:	 	 

	 	State of Principal Place of Operations: 	 

  

	 	Address for Notice:
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

	 	Delivery Instructions (if different from above):
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

    	Purchase Agreement	Signature Page

     

    

 

In witness whereof, the foregoing Common Stock
and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	ZWI Group LLC
	 	Name of Purchaser

 

	 	By:	Marvin Fischman
	 	Name:	/s/ Marvin Fischman
	 	Title:	President

  

	 	Investment Amount:	 	 
	 	Tax Identification No.:	 	 
	 	State of Organization:	 	 

	 	State of Principal Place of Operations: 	 

 

	 	Address for Notice:
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

	 	Delivery Instructions (if different from above):
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

    	Purchase Agreement	Signature Page

     

    

 

In witness whereof, the foregoing Common Stock
and Warrant Purchase Agreement is hereby executed as of the date first above written.

 

	 	Milestone Venture Partners LLC
	 	Name of Purchaser

 

	 	By:	/s/ Edwin A. Goodman
	 	Name:	Edwin A. Goodman
	 	Title:	Managing Member

 

	 	Investment Amount:	 	 
	 	Tax Identification No.:	 	 
	 	State of Organization:	 	 

	 	State of Principal Place of Operations: 	 

 

	 	Address for Notice:
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

	 	Delivery Instructions (if different from above):
	 	 	 
	 	 	 
	 	 	 
	 	Attention:	 
	 	Telephone:	 
	 	Facsimile:	 

 

    	Purchase Agreement	Signature Page

     

    

 

ACCREDITED INVESTOR CRITERIA

[Mark as applicable]

 

		______	The undersigned is an individual with a net worth, or a joint net worth together with his or her spouse, in excess of $1,000,000.
In calculating net worth, you may include equity in personal property and real estate (excluding your principal residence), cash,
short term investments, stock and securities. Indebtedness that is secured by your primary residence up to the estimated fair market
value of the residence shall not be included as a liability unless it exceeds the amount outstanding 60 days before the date of
this agreement other than as a result of acquisition of your primary residence. Indebtedness secured by your primary residence
in excess of the fair market value of the residence shall be included as a liability.

 

		______	The undersigned is an individual that had an individual income in excess of $200,000 in each of the prior two years and reasonably
expects an income in excess of $200,000 in the current year.

 

		______	The undersigned is an individual that had with his or her spouse joint income in excess of $300,000 in each of the prior two
years and reasonably expects joint income in excess of $300,000 in the current year.

 

		______	The undersigned is a director or executive officer of the Company.

 

		______	The undersigned is an entity, and is an “accredited investor” as defined in Rule 501(a) of Regulation D under the
Securities Act. This representation is based on the following (check one or more, as applicable):

 

		______	The undersigned is an entity in which all equity owners are accredited investors. (If relying on this category alone, each
equity owner must complete a separate copy of this Agreement.)

 

		_____	The undersigned (or, in the case of a trust, the undersigned trustee) is a bank or savings and loan association as defined
in Sections 3(a)(2) and 3(a)(5)(A), respectively, of the Securities Act acting either in its individual or fiduciary capacity.

 

		_____	The undersigned is an insurance company as defined in Section 2(13) of the Securities Act.

 

		_____	The undersigned is an investment company registered under the Investment Company Act of 1940 or a business development company
as defined in Section 2(a)(48) of the Securities Act.

 

		_____	The undersigned is a Small Business Investment Company licensed by the U.S. Small Business Administration under Section 301(c)
or (d) of the Small Business Investment Act of 1958.

 

		_____	The undersigned is an employee benefit plan within the meaning of Title I of the Employee Retirement Income Security Act of
1974 and either (check one or more, as applicable):

 

_____the investment decision
is made by a plan fiduciary, as defined in Section 3(21) of the Securities Act, which is either a bank, savings and loan association,
insurance company, or registered investment adviser; or

 

_____the employee benefit
plan has total assets in excess of $5,000,000; or

 

_____the plan is a self-directed
plan with investment decisions made solely by persons who are “Accredited Investors” as defined under the Securities
Act.

 

		_____	The undersigned is a private business development company as defined in Section 202(a)(22) of the Investment Advisers Act of
1940.

 

		_____	The undersigned has total assets in excess of $5,000,000, was not formed for the specific purpose of acquiring Securities and
is one or more of the following (check one or more, as applicable):

 

		_____	an organization described in Section 501(c)(3) of the Internal Revenue Code; or

 

		_____	a corporation; or _____a Massachusetts or similar business trust; or

 

		_____	a partnership.

 

		_____	The undersigned is a trust with total assets exceeding $5,000,000, which was not formed for the specific purpose of acquiring
Securities and whose purchase is directed by a person who has such knowledge and experience in financial and business matters that
Subscriber is capable of evaluating the merits and risks of the investment in the Securities.

 

    	Purchase Agreement	Accredited Investor Questionnaire

     

    

 

EXHIBIT A

 

SCHEDULE OF PURCHASERS

 

	Purchaser	 	Aggregate
 Purchase
 Price	 	 	Common
 Shares	 	 	Warrant
 Shares	 	 	State of
 Organization
 or Residence	 	State of
 Principal
 Place of
 Operations
	Invicta Media Investments, LLC	 	$	3,000,000	 	 	 	4,000,000	 	 	 	2,526,562	 	 	FL	 	FL
	Michael and Leah Friedman, JTWROS	 	 	1,350,000	 	 	 	1,800,000	 	 	 	842,188	 	 	NY	 	–
	Retailing Enterprises, LLC	 	 	1,200,000	 	 	 	1,600,000	 	 	 	–	 	 	FL	 	FL
	ZWI Group LLC	 	 	225,000	 	 	 	300,000	 	 	 	–	 	 	NJ	 	NJ
	Timothy A. Peterman	 	 	125,000	 	 	 	166,667	 	 	 	72,917	 	 	OH	 	–
	Milestone Venture Partners LLC	 	 	100,000	 	 	 	133,333	 	 	 	58,333	 	 	NY	 	NY
	Total	 	$	6,000,000	 	 	 	8,000,000	 	 	 	3,500,000	 	 	 	 	 

 

 

    	Purchase Agreement	Page A-1

     

    

 

EXHIBIT B

 

FORM OF WARRANT

 

NEITHER THE SECURITIES REPRESENTED HEREBY NOR
THE SECURITIES ISSUABLE UPON EXERCISE OF THESE SECURITIES HAVE BEEN REGISTERED UNDER THE SECURITIES ACT OF 1933, AS AMENDED (THE
“SECURITIES ACT”), OR UNDER THE SECURITIES LAWS OF ANY STATES. THESE SECURITIES ARE SUBJECT TO RESTRICTIONS
ON TRANSFERABILITY AND RESALE AND MAY NOT BE TRANSFERRED OR RESOLD EXCEPT AS PERMITTED UNDER THE SECURITIES ACT AND THE APPLICABLE
STATE SECURITIES LAWS, PURSUANT TO REGISTRATION OR EXEMPTION THEREFROM. UNLESS SOLD PURSUANT TO AN EFFECTIVE REGISTRATION STATEMENT
UNDER THE SECURITIES ACT, THE ISSUER OF THESE SECURITIES MAY REQUIRE AN OPINION OF COUNSEL IN FORM AND SUBSTANCE SATISFACTORY TO
THE ISSUER TO THE EFFECT THAT ANY PROPOSED TRANSFER OR RESALE IS IN COMPLIANCE WITH THE SECURITIES ACT AND ANY APPLICABLE STATE
SECURITIES LAWS.

 

EVINE LIVE INC.

 

WARRANT 

 

	Warrant No. 2019-[__]	Original Issue Date:
	 	May 2, 2019

 

Evine
Live Inc., a Minnesota corporation (the “Company”), hereby certifies that, for value received, [______________________]
or its registered assigns (the “Holder”), is entitled to purchase from the Company up to a total of [____________]
shares of Common Stock (each such share, a “Warrant Share” and all such shares, the “Warrant Shares”),
at any time and from time to time from and after the Original Issue Date and through and including May 1, 2024 (the “Expiration
Date”), and subject to the following terms and conditions:

 

1.      
    Definitions. As used in this Warrant, the following terms shall have the respective definitions
set forth in this Section. Capitalized terms that are used and not defined in this Warrant that are defined in the Purchase
Agreement (as defined below) shall have the respective definitions set forth in the Purchase Agreement.

 

“Closing Price”
means, for any date of determination, the price determined by the first of the following clauses that applies: (i) if the Common
Stock is then listed or quoted on a Trading Market, the closing bid price per share of the Common Stock for such date (or the nearest
preceding date) on such market; (ii) if prices for the Common Stock are then quoted on the OTC Bulletin Board, the closing bid
price per share of the Common Stock for such date (or the nearest preceding date) so quoted; (iii) if prices for the Common Stock
are then reported in the “Pink Sheets” published by the National Quotation Bureau Incorporated (or a similar organization
or agency succeeding to its functions of reporting prices), the most recent bid price per share of the Common Stock so reported;
or (iv) in all other cases, the fair market value of a share of Common Stock as determined by an independent qualified appraiser
selected in good faith and paid for by the Company.

 

“Common Stock”
means the common stock of the Company, par value $.01 per share, and any securities into which such common stock may hereafter
be reclassified.

 

    	Purchase Agreement	Page B-1

     

    

 

“Exercise Price” means
$1.50, subject to adjustment in accordance with Section 9.

 

“Fundamental
Transaction” means any of the following: (i) the Company effects any merger or consolidation of the Company with or into
another person, (ii) the Company effects any sale of all or substantially all of its assets in one or a series of related transactions,
(iii) any tender offer or exchange offer (whether by the Company or another person pursuant to an agreement with the Company) is
completed pursuant to which all holders of Common Stock are permitted to tender or exchange their shares for other securities,
cash or property and the holders of at least 50% of the then outstanding Common Stock tender their shares of Common Stock, or (iv)
the Company effects any reclassification of the Common Stock or any compulsory share exchange pursuant to which the Common Stock
is effectively converted into or exchanged for other securities, cash or property.

 

“Original Issue
Date” means the Original Issue Date first set forth on the first page of this Warrant or its predecessor instrument.

 

“Purchase Agreement”
means the Common Stock and Warrant Purchase Agreement, dated May 2, 2019, to which the Company and the original Holder are
parties.

 

“Trading Day”
means (i) a day on which the Common Stock is traded on a Trading Market (other than the OTC Bulletin Board), or (ii) if the Common
Stock is not listed on a Trading Market (other than the OTC Bulletin Board), a day on which the Common Stock is traded in the over-the-counter
market, as reported by the OTC Bulletin Board, or (iii) if the Common Stock is not quoted on any Trading Market, a day on which
the Common Stock is quoted in the over-the-counter market as reported by the National Quotation Bureau Incorporated (or any similar
organization or agency succeeding to its functions of reporting prices); provided, that in the event that the Common Stock is not
listed or quoted as set forth in clauses (i), (ii) and (iii) hereof, then Trading Day shall mean a Business Day.

 

“Trading Market”
means whichever of the New York Stock Exchange, the American Stock Exchange, the Nasdaq Global Select Market, the Nasdaq Global
Market, the Nasdaq Capital Market or the OTC Bulletin Board on which the Common Stock is listed or quoted for trading on the date
in question.

 

2.      
    Registration of Warrant. The Company shall register this Warrant upon records to be maintained by
the Company for that purpose (the “Warrant Register”), in the name of the record Holder hereof from time
to time. The Company may deem and treat the registered Holder of this Warrant as the absolute owner hereof for the purpose of
any exercise hereof or any distribution to the Holder, and for all other purposes, absent actual notice to the contrary.

 

3.   
       Registration of Transfers. The Company shall register the transfer of any
portion of this Warrant in the Warrant Register, upon surrender of this Warrant, with the Form of Assignment attached hereto
duly completed and signed and such other documents as described in the Purchase Agreement, to the Company at its address
specified herein. Upon any such registration or transfer, a new Warrant to purchase Common Stock, in substantially the form
of this Warrant (any such new Warrant, a “New Warrant”), evidencing the portion of this Warrant so
transferred shall be issued to the transferee and a New Warrant evidencing the remaining portion of this Warrant not so
transferred, if any, shall be issued to the transferring Holder. The acceptance of the New Warrant by the transferee thereof
shall be deemed the acceptance by such transferee of all of the rights and obligations of a holder of a Warrant.

 

4.     
     Exercise and Duration of Warrants. 

 

(a)          This
Warrant shall be exercisable by the registered Holder in whole at any time and in part from time to time from the Original Issue
Date through and including the Expiration Date. At 5:30 p.m., Central time on the Expiration Date, the portion of this Warrant
not exercised prior thereto shall be and become void and of no value.

 

    	Purchase Agreement	Page B-2

     

    

 

(b)          Notwithstanding
anything to the contrary set forth in this Warrant, in the event of a Change of Control, at Company’s sole option, the Holder
shall surrender this Warrant in exchange for a number of shares of Company’s securities, such number of securities being
equal to the maximum number of securities issuable pursuant to the terms hereof (after taking into account all adjustments described
herein) had the Holder elected to exercise this Warrant immediately prior to the closing of such Change of Control and purchased
all such shares pursuant to the cashless exercise provision set forth in Section 10(b) (as opposed to the cash exercise provision
set forth in Section 10(a)). The Company acknowledges and agrees that the Holder shall not be required to make any additional payment
(cash or otherwise) for such shares as further consideration for their issuance in exchange for the Holder’s surrender of
this Warrant pursuant to the terms of the preceding sentence. “Change of Control” A “Change of Control”
shall be deemed to occur if the Company shall (a) sell, lease, convey, or otherwise dispose of (including without limitation
the grant of an exclusive license to) all or substantially all of the Company’s intellectual property or assets as an entirety
or substantially as an entirety to any person, entity or group of persons acting in concert, (b) effect a merger, consolidation
or reorganization in which the Company is not the surviving entity and the stockholders of the Company immediately prior to the
merger, consolidation or reorganization fail to possess direct or indirect ownership of more than 50% of the voting power of the
securities of the surviving entity immediately following such transaction (other than a merger or consolidation with a wholly-owned
subsidiary, a reincorporation of the Company, or other transaction in which there is no substantial change in the stockholders
of the Company or their relative stock holdings), or (c) effect a merger, consolidation or reorganization in which the Company
is the surviving corporation and the stockholders of the Company immediately prior to the merger, consolidation or reorganization
fail to possess direct or indirect ownership of more than 50% of the securities of the Company immediately following such transaction.

 

5.      
    Delivery of Warrant Shares. 

 

(a)          To
effect exercises hereunder, the Holder shall not be required to physically surrender this Warrant unless the aggregate Warrant
Shares represented by this Warrant are being exercised. Upon delivery of the Exercise Notice (in the form attached hereto) to the
Company (with the attached Warrant Shares Exercise Log) at its address for notice set forth herein and upon payment of the Exercise
Price multiplied by the number of Warrant Shares that the Holder intends to purchase hereunder, the Company shall promptly (but
in no event later than two Trading Days after the Date of Exercise (as defined herein)) issue and deliver to the Holder, a certificate
for the Warrant Shares issuable upon such exercise. A “Date of Exercise” means each of the (A) the date of a
Change of Control and (B) the date on which the Holder shall have delivered to the Company: (i) the Exercise Notice (with the Warrant
Exercise Log attached to it), appropriately completed and duly signed and (ii) payment of the Exercise Price for the number of
Warrant Shares so indicated by the Holder to be purchased.

 

(b)          If
by the third Trading Day after a Date of Exercise the Company fails to deliver the required number of Warrant Shares in the manner
required pursuant to Section 5(a), then the Holder will have the right to rescind such exercise.

 

6.    
      Charges, Taxes and Expenses. Issuance and delivery of Warrant Shares upon exercise of
this Warrant shall be made without charge to the Holder for any issue or transfer tax, withholding tax, transfer agent fee or
other incidental tax or expense in respect of the issuance of such certificates, all of which taxes and expenses shall be
paid by the Company; provided, however, that the Company shall not be required to pay any tax which may be payable in respect
of any transfer involved in the registration of any certificates for Warrant Shares or Warrants in a name other than that of
the Holder. The Holder shall be responsible for all other tax liability that may arise as a result of holding or transferring
this Warrant or receiving Warrant Shares upon exercise hereof.

 

    	Purchase Agreement	Page B-3

     

    

 

7.         
 Replacement of Warrant. If this Warrant is mutilated, lost, stolen or destroyed, the Company shall issue or cause
to be issued in exchange and substitution for and upon cancellation hereof, or in lieu of and substitution for this Warrant,
a New Warrant, but only upon receipt of evidence reasonably satisfactory to the Company of such loss, theft or destruction
and customary and reasonable indemnity (which shall not include a surety bond), if requested. Applicants for a New Warrant
under such circumstances shall also comply with such other reasonable regulations and procedures and pay such other
reasonable third-party costs as the Company may prescribe. If a New Warrant is requested as a result of a mutilation of this
Warrant, then the Holder shall deliver such mutilated Warrant to the Company as a condition precedent to the Company’s
obligation to issue the New Warrant.

 

8.      
    Reservation of Warrant Shares. The Company covenants that it will at all times reserve and keep
available out of the aggregate of its authorized but unissued and otherwise unreserved Common Stock, solely for the purpose
of enabling it to issue Warrant Shares upon exercise of this Warrant as herein provided, the number of Warrant Shares which
are then issuable and deliverable upon the exercise of this entire Warrant, free from preemptive rights or any other
contingent purchase rights of Persons other than the Holder (taking into account the adjustments and restrictions of Section
9). The Company covenants that all Warrant Shares so issuable and deliverable shall, upon issuance and the payment of the
applicable Exercise Price in accordance with the terms hereof, be duly and validly authorized, issued and fully paid and
nonassessable.

 

9.   
       Certain Adjustments. The Exercise Price and number of Warrant Shares issuable
upon exercise of this Warrant are subject to adjustment from time to time as set forth in this Section 9.

 

(a)          Stock
Dividends and Splits. If the Company, at any time while this Warrant is outstanding, (i) pays a stock dividend on its Common
Stock or otherwise makes a distribution on any class of capital stock that is payable in shares of Common Stock, (ii) subdivides
outstanding shares of Common Stock into a larger number of shares, or (iii) combines outstanding shares of Common Stock into a
smaller number of shares, then in each such case the Exercise Price shall be adjusted to equal the product obtained by multiplying
the then-current Exercise Price by a fraction of which the numerator shall be the number of shares of Common Stock outstanding
immediately before such event and of which the denominator shall be the number of shares of Common Stock outstanding immediately
after such event. Any adjustment made pursuant to clause (i) of this paragraph shall become effective immediately after the record
date for the determination of stockholders entitled to receive such dividend or distribution, and any adjustment pursuant to clause
(ii) or (iii) of this paragraph shall become effective immediately after the effective date of such subdivision or combination.

 

(b)          Fundamental
Transactions. If, at any time while this Warrant is outstanding there is a Fundamental Transaction, then the Holder shall have
the right thereafter to receive, upon exercise of this Warrant, the same amount and kind of securities, cash or property as it
would have been entitled to receive upon the occurrence of such Fundamental Transaction if it had been, immediately prior to such
Fundamental Transaction, the holder of the number of Warrant Shares then issuable upon exercise in full of this Warrant (the “Alternate
Consideration”). For purposes of any such exercise, the determination of the Exercise Price shall be appropriately adjusted
to apply to such Alternate Consideration based on the amount of Alternate Consideration issuable in respect of one share of Common
Stock in such Fundamental Transaction, and the Company shall apportion the Exercise Price among the Alternate Consideration in
a reasonable manner reflecting the relative value of any different components of the Alternate Consideration. If holders of Common
Stock are given any choice as to the securities, cash or property to be received in a Fundamental Transaction, then the Holder
shall be given the same choice as to the Alternate Consideration it receives upon any exercise of this Warrant following such Fundamental
Transaction. Any successor to the Company or surviving entity in such Fundamental Transaction shall issue to the Holder a new warrant
substantially in the form of this Warrant and consistent with the foregoing provisions and evidencing the Holder’s right
to purchase the Alternate Consideration for the aggregate Exercise Price upon exercise thereof.

 

    	Purchase Agreement	Page B-4

     

    

  

(c)          Number
of Warrant Shares. Simultaneously with any adjustment to the Exercise Price pursuant to this Section, the number of Warrant
Shares that may be purchased upon exercise of this Warrant shall be increased or decreased proportionately, so that after such
adjustment the aggregate Exercise Price payable hereunder for the adjusted number of Warrant Shares shall be the same as the aggregate
Exercise Price in effect immediately prior to such adjustment.

 

(d)          Calculations.
 All calculations under this Section shall be made to the nearest cent or the nearest 1/100th of a share, as applicable.
The number of shares of Common Stock outstanding at any given time shall not include shares owned or held by or for the account
of the Company, and the disposition of any such shares shall be considered an issue or sale of Common Stock.

 

(e)          Notice
of Adjustments. Upon the occurrence of each adjustment pursuant to this Section, the Company at its expense will promptly compute
such adjustment in accordance with the terms of this Warrant and prepare a certificate setting forth such adjustment, including
a statement of the adjusted Exercise Price and adjusted number or type of Warrant Shares or other securities issuable upon exercise
of this Warrant (as applicable), describing the transactions giving rise to such adjustments and showing in detail the facts upon
which such adjustment is based. Upon written request, the Company will promptly deliver a copy of each such certificate to the
Holder and to the Company’s Transfer Agent.

 

10.         Payment
of Exercise Price.  The Holder may pay the Exercise Price in one of the following manners:

 

(a)          Cash
Exercise. The Holder may deliver immediately available funds; or

 

(b)          Cashless
Exercise. Solely pursuant to a Company Exercise, the Company shall issue to the Holder the number of Warrant Shares determined
as follows:

 

X = Y [(A-B)/A]  

 

where:  

 

X = the number
of Warrant Shares to be issued to the Holder.  

 

Y = the number
of Warrant Shares with respect to which this Warrant is being exercised.  

 

A = the average of the Closing Prices
for the five Trading Days immediately prior to (but not including) the Exercise Date.  

 

B = the Exercise Price.  

 

11.         No
Fractional Shares.  No fractional shares of Warrant Shares will be issued in connection with any exercise of this Warrant.
In lieu of any fractional shares which would, otherwise be issuable, the Company shall pay cash equal to the product of such fraction
multiplied by the Closing Price of one Warrant Share on the date of exercise.

 

12.         Notices.
Any notice required or permitted under this Warrant (including, without limitation, any Exercise Notice) shall be given in writing
and shall be deemed effectively given upon the earlier of (1) actual receipt or three days after mailing if mailed postage
prepaid by regular or airmail to the Company or the Holder or (2) one day after it is sent by overnight mail via nationally
recognized courier or (3) on the same day as sent via confirmed e-mail or facsimile transmission, provided that the original
is sent by personal delivery or mail by the sending party. Address for such notice will be provided by each party to the other
under separate cover.

 

13.         Standstill
Agreement. Until May 2, 2020, the Holder will not, and the Holder will cause each of its Affiliates and each member, director,
officer, and manager of such Holder or of any of its Affiliates not to, directly or indirectly:

 

    	Purchase Agreement	Page B-5

     

    

  

 (a)          acquire or agree, offer, seek, or propose to acquire (by merger, tender offer, purchase, or otherwise), ownership (including beneficial ownership as defined in Rule 13d-3 under the Securities Exchange Act of 1934) of any of the Company’s assets, businesses, voting stock, or any rights or options to acquire such ownership (including from a third party), except pursuant to any proposal expressly solicited by the Chair of the Company’s board of directors;

 

 (b)         seek or propose, in the capacity of a shareholder or person other than a director or officer to influence or control the management or policies of the Company or to obtain additional representation on the Company’s board of directors, or solicit proxies or consents with respect to any securities of the Company in connection with the election of directors outside of those solicited by the Company’s board of directors;

 

 (c)         make any other public announcement with respect to any of the foregoing or take any other intentional action that would reasonably be expected to require that the Company make a public announcement with respect to any of the foregoing; or

 

 (d)         enter into any discussions, negotiations, arrangements, or understandings with any person (other than the Company or its Affiliates) with respect to any of the foregoing.

 

Notwithstanding anything to the contrary in
this Section, if after the date hereof the Company enters into an acquisition or business combination in which (1) the security
holders of the Company would not own a majority of the surviving entity or (2) the Company is selling all or substantially all
of the Company’s assets, then the Holder shall be entitled to take any of the actions set forth in this Section.

 

14.         Miscellaneous.

 

(a)          This
Warrant shall be binding on and inure to the benefit of the parties hereto and their respective successors and assigns. Subject
to the preceding sentence, nothing in this Warrant shall be construed to give to any Person other than the Company and the Holder
any legal or equitable right, remedy or cause of action under this Warrant. This Warrant may be amended only in writing signed
by the Company and the Holder and their successors and assigns.

 

(b)          All
questions concerning the construction, validity, enforcement and interpretation of this Warrant shall be governed by and construed
and enforced in accordance with the internal laws of the State of Minnesota, without regard to the principles of conflicts of law
thereof.

 

(c)          The
headings herein are for convenience only, do not constitute a part of this Warrant and shall not be deemed to limit or affect any
of the provisions hereof.

 

(d)          In
case any one or more of the provisions of this Warrant shall be invalid or unenforceable in any respect, the validity and enforceability
of the remaining terms and provisions of this Warrant shall not in any way be affected or impaired thereby and the parties will
attempt in good faith to agree upon a valid and enforceable provision which shall be a commercially reasonable substitute therefor,
and upon so agreeing, shall incorporate such substitute provision in this Warrant.

 

(e)          Prior
to exercise of this Warrant, the Holder hereof shall not, by reason of by being a Holder, be entitled to any rights of a stockholder
with respect to the Warrant Shares

 

[Remainder of page intentionally left
blank, signature page follows] 

 

    	Purchase Agreement	Page B-6

     

    

 

In witness whereof, the
Company has caused this Warrant to be duly executed by its authorized officer as of the date first indicated above.

 

	 	EVINE LIVE INC.
	 	 	 
	 	By:	 
	 	Name:	 
	 	Its:	 

 

    	Purchase Agreement	Page B-7

     

    

 

EXERCISE NOTICE

 

The undersigned Holder
hereby irrevocably elects to purchase                     
shares of Common Stock pursuant to the attached Warrant. Capitalized terms used herein and not otherwise defined have the respective
meanings set forth in the Warrant.

 

(1) The undersigned Holder hereby exercises
its right to purchase                     
Warrant Shares pursuant to the Warrant.

 

(2) The Holder intends that payment of the
Exercise Price shall be made as (check one):

 

              “Cash
Exercise” under Section 10

 

              “Cashless
Exercise” under Section 10 (only in connection with Change of Control)

 

(3) If the holder has elected a Cash Exercise,
the Holder shall pay the sum of $____________ to the Company in accordance with the terms of the Warrant.

 

(4) Pursuant to this Exercise Notice, the Company
shall deliver to the holder                     
Warrant Shares in accordance with the terms of the Warrant.

 

	Dated ______________ __, _____	Name of Holder: 
	 	 
	 	(Print)
	 	 
	 	____________________________________
	 	 
	 	By:_________________________________
	 	Its:_________________________________
	 	(Signature must conform in all respects to name of holder as specified on the face of the Warrant)

 

    	Purchase Agreement	Page B-8

     

    

 

Warrant Shares Exercise Log

 

	Date	 	
        Number of Warrant

        Shares Available

        to be Exercised
	 	
        Number of Warrant

        Shares Exercised
	 	
        Number of Warrant

        Shares Remaining

        to be Exercised

	 	 	 	 	 	 	 

 

    	Purchase Agreement	Page B-9

     

    

 

FORM OF ASSIGNMENT

 

[To be completed and signed
only upon transfer of Warrant]

 

FOR VALUE RECEIVED, the
undersigned hereby sells, assigns and transfers unto                             
the right represented by the attached Warrant to purchase                 
shares of Common Stock to which such Warrant relates and appoints                             
attorney to transfer said right on the books of the Company with full power of substitution in the premises.

 

Dated: __________ __, _______

 

	 	 
	 	(Signature must conform in all respects to name of holder as specified on the face of the Warrant)
	 	 
	 	Address of Transferee
	 	 
	 	 
	 	 
	 	 

  

	Attest: 	 
	 	 

 

    	Purchase Agreement	Page B-10Exhibit 10.2

 

VENDOR exclusivity
agreement

Date: May 2, 2019

 

This VENDOR EXCLUSIVITY AGREEMENT (this
“Agreement”), effective as of the date set forth above (the “Effective Date”), is made by
and between Evine Live Inc., a Minnesota corporation (“Company”), and Sterling Time, LLC (“Vendor”),
a New York limited liability company. Each of Company and Vendor may be referred to herein individually as a “Party,”
and Company and Vendor may be referred to collectively as the “Parties.”

 

Recitals

 

A.            Eyal
Lalo, who is the owner of Invicta Watch Company of America (“IWCA”), is, simultaneous with entering into this
Agreement, making an investment in Company. Michael Friedman, who is the owner of Vendor, is, simultaneous with entering into this
Agreement, making an investment in Company.

 

B.             Vendor
serves as a vendor of the Products (as defined below), which are designed by IWCA and simultaneously with this Agreement is entering
into that certain Vendor Agreement with the Company (as amended, modified or supplemented, the “Vendor Agreement”).
Capitalized terms used herein but not otherwise defined shall have the meanings set forth in the Vendor Agreement.

 

C.             Company
and Vendor desire to enter into this Agreement for purposes of Vendor providing certain exclusivity to Company.

 

D.             As
an inducement to Company to enter into this Agreement, Company and IWCA have entered into a separate letter agreement dated on
or about the date hereof and IWCA has required Vendor to enter into this Agreement with Company.

 

Agreement

 

In consideration of the foregoing and the
mutual covenants and promises contained herein and other good and valuable consideration, the receipt and sufficiency of which
are hereby acknowledged, Company and Vendor hereby agree as follows:

 

1.            Definitions.

 

a.        “Change
of Control”: A “Change of Control” shall be deemed to occur if the Company shall (a) sell, lease,
convey, or otherwise dispose of (including without limitation the grant of an exclusive license to) all or substantially all of
the Company’s intellectual property or assets as an entirety or substantially as an entirety to any person, entity or group
of persons acting in concert, (b) effect a merger, consolidation or reorganization in which the Company is not the surviving
entity and the stockholders of the Company immediately prior to the merger, consolidation or reorganization fail to possess direct
or indirect ownership of more than 50% of the voting power of the securities of the surviving entity immediately following such
transaction (other than a merger or consolidation with a wholly-owned subsidiary, a reincorporation of the Company, or other transaction
in which there is no substantial change in the stockholders of the Company or their relative stock holdings), or (c) effect
a merger, consolidation or reorganization in which the Company is the surviving corporation and the stockholders of the Company
immediately prior to the merger, consolidation or reorganization fail to possess direct or indirect ownership of more than 50%
of the securities of the Company immediately following such transaction.

 

b.           “TV
Shopping”: Marketing, promotion, or sales in connection with or through any live or taped direct response video retail
programming, websites, mobile device applications, brick-and-mortar stores, videos-on-demand, interactive television, podcasts,
branded new media, social media (e.g., Facebook) or other media affiliated with Qurate Retail Group, HSN, Inc., QVC, Inc., Jewelry
Television (also known as “Jewelry TV”), Vaibhav Global Limited, or Shop LC, including their affiliates, successors
and assigns; provided, that in the event one of the parties listed above in this definition is acquired by or merges with an unaffiliated
third party, this definition will not include such unaffiliated third party’s websites or media (so long as there is no expansion
of video programming included on such websites and media subsequent to the date of the acquisition or merger), brick-and-mortar
stores, non-video branded new media and non-video social media (e.g., Facebook).

    	Vendor Exclusivity Agreement	Page 1
	 	 

     

    

 

c.           “Non-Competition
Period”: The period beginning with the Effective Date and ending at the end of the Term or other termination of the
Agreement, except for termination under Section 4(c), in which case the Non-Competition Period shall begin on the Effective Date
and end on the effective date of the termination under Section 4(c).

 

2.            Trademark
Exclusivity. During the Non-Competition Period, neither Vendor, Vendor’s affiliates, nor Spokesperson shall, directly
or indirectly, provide any rights to a party engaged in TV Shopping to use the Trademarks or sell the Products or any goods or
services that are substantially similar to or directly competitive with the Products bearing the Trademarks.

 

3.            Vendor’s
Exclusivity. During the Non-Competition Period, Vendor hereby grants to Company the right to market, promote and sell,
through live or taped direct response video retail programming in the United States and its territories and Canada, the Products
and any goods or services that are substantially similar to or directly competitive with the Products. In addition, during the
Non-Competition Period, neither Vendor, Vendor’s affiliates, nor Spokesperson shall, directly or indirectly, market, promote,
offer for sale or sell the Products, or any goods or services that are substantially similar to or directly competitive with the
Products, or any goods and services bearing or otherwise marketed in connection with one or more Trademarks, through TV Shopping.

 

4.            Term.

 

a.           Term.
The term of this Agreement shall begin on the Effective Date and continue for five years (the “Term”).

 

b.           Termination
for Breach. Company shall have the right to terminate this Agreement immediately upon the breach by Vendor of Sections
2 or 3.

 

c.           Termination
Upon a Change of Control. Either Party shall have the right to send notice to terminate this Agreement for 60 days following
a Change of Control of Company. Notice of termination pursuant to this Section shall be in writing and shall be delivered via trackable
courier service and shall be addressed to the General Counsel of the other Party at its main headquarters address. A notice of
termination pursuant to the Section shall be effective one year following the date of receipt of such notice.

 

d.           Effect
of Termination. The expiration or termination of this Agreement shall not relieve either Party of its liabilities or obligations
under this Agreement or the Vendor Agreement which have accrued on or prior to the date of such expiration or termination, including,
without limitation, the liabilities and obligations set forth in Sections 4-7 of the Vendor Agreement.

 

5.            Injunctive
Relief. Vendor agrees that if it engages in any act in breach of Sections 2 or 3 of this Agreement, then Company will be
entitled to, in addition to all other remedies, damages and relief available under applicable law, seek an injunction prohibiting
Vendor from engaging in any such act and to specifically enforce this Agreement.

 

6.            Representations,
Warranties, and Indemnity.

 

a.           Vendor
represents, warrants and certifies that (i) Vendor has the full right and authority to enter into this Agreement and grant all
rights, including but not limited to all rights in the Trademark(s), and to perform all obligations hereunder; (ii) Vendor has
obtained all authorizations, permissions and consents and paid all fees and other charges necessary for Vendor to enter into and
perform this Agreement; and (iii) neither this Agreement nor the grant of rights or performance by Vendor hereunder will conflict
with nor violate any commitment to, or agreement or understanding Vendor has, or will have with, any other person or entity.

    	Vendor Exclusivity Agreement	Page 2
	 	 

     

    

 

b.           Vendor
(including its agents, representatives, and contractors) agrees to defend, hold harmless and indemnify Company, its directors,
employees, affiliates, successors, assigns, agents and customers from and against any and all actual or threatened third-party
disputes, claims, actions, suits, proceedings, (each, a “Claim”) costs, liability, damages and expenses (including,
but not limited to, reasonable attorney’s fees, costs and expenses)(each a “Loss”) whether or not well
founded in law or fact, which arise out of or are directly or indirectly related to Vendor’s violation or alleged violation
of any of the covenants, representations and warranties herein. Regardless of when the Loss occurs or the Claim is asserted, Company
shall have the right to select counsel to conduct, and shall control, any defense subject to this provision.

 

7.            Confidential
Information. The parties shall hold this Agreement, including all of its terms, in strict confidence and will not disclose
or disseminate it to any third parties, except (i) to authorized representatives, advisors, or attorneys of a Party who agree to
protect and maintain the confidentiality of such Confidential Information in accordance with the terms herein, (ii) for the purpose
of enforcing the terms of this Agreement against the other Party, or (iii) in legally required filings with the Securities and
Exchange Commission, and related press releases and investor communications. Notwithstanding the foregoing, in order to effectuate
the purposes of this Agreement, the Parties agree that this Agreement shall be provided to IWCA on a confidential basis.

 

8.            Miscellaneous.

 

a.           Recitals;
Entire Agreement; Amendment. The Parties acknowledge and agree that the recitals set forth at the beginning of this Agreement
are a part of this Agreement and are incorporated herein by reference. This Agreement, including any exhibit(s) and attachment(s)
hereto (all of which are incorporated herein by reference), supersedes all prior negotiations, understandings and agreements of
the Parties relating to the subject matter hereof, and both Parties acknowledge and agree that neither Party has relied on any
representations or promises in connection with this Agreement not contained herein; provided, however, that this Agreement
is intended to supplement, and not supersede, the terms of each PO, that certain Merchandise Letter Agreement between the Parties
dated on or about the date hereof (as amended, modified or supplemented, the “Merchandise Letter”) and the Vendor
Agreement and further provided, that this Agreement is not intended to supersede any prior agreement between the Parties
related to merchandising margins and margin concessions. To the extent there is a direct conflict between this Agreement, the Vendor
Agreement, the Merchandise Letter and any PO terms, following order of precedence shall prevail as to the subject of the conflicting
terms: (1) this Agreement, (2) the Vendor Agreement, (3) the Merchandise Letter and (4) any PO terms. This Agreement may not be
amended or modified except by a subsequent written instrument duly executed by both Parties.

 

b.           Counterparts.
This Agreement may be executed in one or more counterparts, including by facsimile or electronic delivery, each of which shall
be deemed to be an original, but all of which shall be one and the same instrument. Each Party may use such facsimile or electronic
signatures as evidence of the execution and delivery of this Agreement by each Party to the same extent that an original could
be used.

 

c.           Assignment.
Vendor shall not assign any right or claims under this Agreement without Company’s prior written consent, provided that such
consent shall not be unreasonably withheld and that the assignee expressly assumes all duties hereunder. Any attempted assignment
without consent shall be void.

 

d.           Successors
and Assigns. This Agreement shall be binding upon and inure to the benefit of the Parties hereto and their respective successors
and assigns, including but not limited to, any surviving entity of any merger, consolidation, dissolution, joint venture or partnership,
and any entity that assumes the sale of the Products during the Term or any extension thereof.

    	Vendor Exclusivity Agreement	Page 3
	 	 

     

    

 

e.           Governing
Law, Forum Selection, Attorney’s Fees. This Agreement and all terms and conditions hereof shall be construed under
and controlled by the laws of the State of Minnesota regardless of any contrary conflict of laws doctrine (with the parties expressly
waiving the applicability of the United Nations Convention on Contracts for the International Sale of Goods), and the federal and
state courts in Hennepin County, MN shall have sole and exclusive jurisdiction and venue over any action or claim arising from
or relating to this Agreement, or otherwise from the relationship of the Parties, all whether arising from contract, tort, statute
or otherwise.

 

[remainder of page
left blank intentionally – signature page follows]

    	Vendor Exclusivity Agreement	Page 4
	 	 

     

    

 

 

IN WITNESS WHEREOF, this Agreement has been
duly executed by the Parties as of the date first set forth above.

 

	EVINE LIVE INC.	 	STERLING TIME, LLC
	 	 	 	 
	 /s/ Andrea M. Fike	 	Signature: 	/s/ Michael Friedman
	 	Andrea Fike	 	Name:	Michael Friedman
	 	EVP, General Counsel 	 	Title:	President

 

    	Vendor Exclusivity Agreement	Signature Page

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