Document:

Exhibit 10.1

 

PURCHASE AGREEMENT

 

PURCHASE AGREEMENT (this “Agreement”)
dated as of April 29, 2022, by and between Blue Apron Holdings, Inc., a Delaware corporation (the “Company”)
and RJB Partners LLC, a Delaware limited liability company (the “Purchaser”).

 

W I T N E S S E T H:

 

WHEREAS, the Company agrees to sell to Purchaser,
and the Purchaser has agreed to so purchase, (i) at the Initial Closing (as defined below), for an aggregate purchase price of $20,000,000,
1,666,666 shares of Class A Common Stock (the “Initial PIPE Shares”), at a per share price of $12.00, and (ii) at
the Subsequent Closing (as defined below), for an aggregate purchase price of $20,000,000, 1,666,667 shares of Class A Common Stock
(the “Subsequent PIPE Shares” and, together with the Initial PIPE Shares, the “PIPE Shares”), at
a per share price of $12.00 (such transactions, the “PIPE”); and

 

WHEREAS, the Company has agreed to amend and restate
that certain registration rights agreement, dated as of February 14, 2022, by and between the Company and the Purchaser to grant
the Purchaser (including any of its permitted assignees) certain registration rights with respect to the PIPE Shares purchased by the
Purchaser pursuant to this Agreement, in the form attached hereto as Annex A (the “Amended and Restated Registration Rights Agreement”).

 

NOW, THEREFORE, in consideration of the foregoing
and the mutual covenants herein contained, the parties hereto hereby agree as follows:

 

Section 1. Certain Other Definitions.
The following terms used herein shall have the meanings set forth below:

 

“144 Determination” shall have
the meaning set forth in Section 6(d) hereof.

 

“Affiliate” of a Person shall
mean any Person that directly, or indirectly through one or more intermediaries, Controls, or is Controlled by, or is under common Control
with, such other Person; for the purposes of this Agreement, the Company or its subsidiaries shall not be deemed to be an Affiliate of
the Purchaser.

 

“Affiliate Transferee” shall
have the meaning set forth in Section 8(a) hereof.

 

“Agreement” shall have the meaning
set forth in the preamble hereof.

 

“Amended and Restated Registration Rights
Agreement” shall have the meaning set forth in the recitals hereof.

 

“Anti-Money Laundering Laws”
shall have the meaning set forth in Section 3(bb) hereof.

 

“Blue Torch” shall mean Blue
Torch Finance, LLC.

 

“Board” shall mean the board
of directors of the Company.

 

     

     

    

 

“Business Day” shall mean any
day that is not a Saturday, a Sunday or a day on which banks are required or permitted to be closed in the State of New York.

 

“Bylaws” shall mean the Company’s
Amended and Restated By-Laws, as amended to date, as the same may be further amended and/or restated from time to time.

 

“Capitalization Date” shall
mean April 15, 2022.

 

“Charter” shall mean the Company’s
Restated Certificate of Incorporation, as amended to date, as the same may be further amended and/or restated from time to time.

 

“Class A Common Stock”
shall mean the Class A common stock, par value $0.0001 per share, of the Company.

 

“Class B Common Stock”
shall mean the Class B common stock, par value $0.0001 per share, of the Company.

 

“Class C Capital Stock”
shall mean the Class C capital stock, par value $0.0001 per share, of the Company.

 

“Closing” shall mean the Initial
Closing and/or the Subsequent Closing, as applicable, unless otherwise specified.

 

“Closing Date” shall mean the
Initial Closing Date and/or the Subsequent Closing Date, as applicable, unless otherwise specified.

 

“Code” shall have the meaning
set forth in Section 3(v) hereof.

 

“Commission” shall mean the
United States Securities and Exchange Commission, or any successor agency thereto.

 

“Company” shall have the meaning
set forth in the preamble hereof.

 

“Company Indemnified Persons”
shall have the meaning set forth in Section 11(b) hereof.

 

“Company SEC Documents” shall
mean all required reports, schedules, forms, statements and other documents (including exhibits and all other information incorporated
therein) required to be filed by the Company under the Securities Act or the Exchange Act, and any required amendments to any of the foregoing,
with the Commission.

 

“Control” (including the terms
 “controlling,” “controlled by” and “under common control with”) shall mean the possession, direct
or indirect, of the power to direct or cause the direction of the management and policies of a person, whether through the ownership of
voting securities, by contract, or otherwise.

 

“Debt Payoff Amount” shall mean
the aggregate principal amount of indebtedness outstanding under the Existing Financing Agreement, plus any accrued and unpaid interest
and any fees and expenses owed in connection therewith, in each case, calculated as of immediately prior to the Initial Closing.

 

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“Device and Activity Data” shall
have the meaning set forth in Section 3(dd) hereof.

 

“Environmental Laws” shall have
the meaning set forth in Section 3(w) hereof.

 

“Equity Incentive Plan” shall
have the meaning set forth in Section 3(c) hereof.

 

“ERISA” shall have the meaning
set forth in Section 3(v) hereof.

 

“Exchange Act” shall mean the
Securities Exchange Act of 1934, as amended, and the rules and regulations promulgated by the Commission thereunder.

 

“Existing Financing Agreement”
shall mean that certain Financing Agreement, dated as of October 16, 2020, by and among the LLC Subsidiary, the Company, certain
other subsidiaries of the Company party thereto as subsidiary guarantors, the lenders party thereto from time to time, and Blue Torch,
as administrative agent and collateral agent for such lenders, as amended by that certain Amendment No. 1 to Financing Agreement,
dated as of November 19, 2020, by and among the parties thereto, and that certain Amendment No. 2 to Financing Agreement, dated
as of May 5, 2021, by and among the parties thereto, as the same may be amended and/or restated from time to time.

 

“February 2022 Purchase Agreement”
shall mean that certain Purchase Agreement, dated as of February 14, 2022, by and between the Company and the Purchaser.

 

“Fraud” shall mean intentional
fraud (with scienter) under Delaware common law by a Person with respect to the making of the representations and warranties in this Agreement.

 

“GAAP” shall have the meaning
set forth in Section 3(l) hereof.

 

“Government Official” shall
have the meaning set forth in Section 3(aa) hereof.

 

“Hazardous Substances” shall
mean any material, chemical, substance, waste, pollutant, contaminant, compound, mixture, or constituent thereof, in any form or amount,
including petroleum (including crude oil or any fraction thereof) and petroleum products, natural gas liquids, asbestos and asbestos containing
materials, and polychlorinated biphenyls, that is regulated or which can give rise to liability under any Environmental Law.

 

“Indemnified Losses” shall have
the meaning set forth in Section 11(a) hereof.

 

“Indemnified Persons” shall
have the meaning set forth in Section 11(b) hereof.

 

“Initial Closing” shall mean
the closing of the purchase described in Section 2(a) hereof, which shall be held at 10:00 a.m. on the Initial Closing
Date at the offices of Wilmer Cutler Pickering Hale and Dorr LLP located at 7 World Trade Center, 250 Greenwich Street, New York, NY 10007,
or such other time and place as may be agreed to by the parties hereto.

 

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“Initial Closing Date” shall
mean the date of this Agreement.

 

“Initial PIPE Shares” shall
have the meaning set forth in the recitals hereof.

 

“Intellectual Property” shall
have the meaning set forth in Section 3(r) hereof.

 

“LLC Subsidiary” shall mean
Blue Apron, LLC, a Delaware limited liability company.

 

“Material Adverse Effect” shall
mean any change, development, circumstance, fact or effect that, individually or taken together with any other changes, developments,
circumstances, facts or effects is, or would reasonably be expected to be, materially adverse to the condition (financial or otherwise),
assets, liabilities (contingent or otherwise), business operations or results of operations of the Company and its Subsidiaries (taken
as a whole); provided, however, that no change, development, circumstance, fact or effect that resulted directly or indirectly
from the following shall be deemed to constitute or be taken into account in determining whether a Material Adverse Effect has occurred:
(i) any change in the United States or foreign economies or securities or financial markets in general that does not have a disproportionate
effect on the Company and its Subsidiaries (taken as a whole) relative to other participants in the industries in which the Company and
its Subsidiaries conduct their respective businesses; (ii) any change that generally affects the industry in which the Company and
its Subsidiaries operate that does not have a disproportionate effect on the Company and its Subsidiaries (taken as a whole) relative
to other participants in the industries in which the Company and its Subsidiaries conduct their respective businesses; (iii) any
change arising in connection with natural disasters, hostilities, acts of war, sabotage or terrorism or military actions that does not
have a disproportionate effect on the Company and its Subsidiaries (taken as a whole) relative to other participants in the industries
in which the Company and its Subsidiaries conduct their respective businesses; (iv) the effect of any changes in applicable laws
or accounting rules after the date of this Agreement that does not have a disproportionate effect on the Company and its Subsidiaries
(taken as a whole) relative to other participants in the industries in which the Company and its Subsidiaries conduct their respective
businesses; (v) the effect of any natural or man-made disaster or acts of God and any national or global communicable disease outbreak,
epidemic or pandemic or other national or international disaster or calamity, or any governmental response to any of the foregoing that
does not have a disproportionate effect on the Company and its Subsidiaries (taken as a whole) relative to other participants in the industries
in which the Company and its Subsidiaries conduct their respective businesses; (vi) any failure by the Company to meet any internal,
third-party or public projections or forecasts, budgets or estimates of revenues, earnings or other financial measures or results of operations
for any period; provided that the exception in this clause (vi) shall not prevent or otherwise affect a determination that
the facts underlying any such effect has resulted in, or contributed to, or would reasonably be expected to result in, or contribute to,
a Material Adverse Effect; (vii) a change in the market price, or change in trading volume, of the shares of Class A Common
Stock on the New York Stock Exchange; provided that the exception in this clause (vii) shall not prevent or otherwise affect
a determination that the facts underlying any such effect has resulted in, or contributed to, or would reasonably be expected to result
in, or contribute to, a Material Adverse Effect; or (viii) the announcement, pendency or consummation of the transactions contemplated
by this Agreement.

 

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“New Financing Agreement” means
that certain Note Purchase and Guarantee Agreement to be entered into by and among the Company, Bank of New York Mellon and each of the
purchasers specified therein.

 

“Person” shall mean an individual,
corporation, partnership, association, joint stock company, limited liability company, joint venture, trust, governmental entity, unincorporated
organization or other legal entity.

 

“Personal Data” shall have the
meaning set forth in Section 3(dd) hereof.

 

“PIPE” shall have the meaning
set forth in the recitals hereof.

 

“PIPE Shares” shall have the
meaning set forth in the recitals hereof.

 

“Plan” shall have the meaning
set forth in Section 3(v) hereof.

 

“Prior Purchase Agreements”
shall mean, collectively, the February 2022 Purchase Agreement and the September 2021 Purchase Agreement.

 

“Purchaser” shall have the meaning
set forth in the preamble hereof.

 

“Purchaser Indemnified Persons”
shall have the meaning set forth in Section 11(a) hereof.

 

“Registrable Securities” shall
have the meaning set forth in Section 6(d) hereof.

 

“Release” means any spilling,
leaking, pumping, pouring, emitting, emptying, discharging, injecting, escaping, leaching, dumping, disposing or migrating into or through
the indoor or outdoor environment.

 

“Representative” shall mean,
for a party, such party’s and its affiliates’ respective directors, officers, employees, agents and legal, accounting and
financial advisors.

 

“Sanctions” shall have the meaning
set forth in Section 3(cc) hereof.

 

“Securities Act” shall mean
the Securities Act of 1933, as amended, and the rules and regulations promulgated by the Commission thereunder.

 

“September 2021 Purchase Agreement”
shall mean that certain Purchase Agreement, dated as of September 15, 2021, by and among the Company, the Purchaser and Matthew B.
Salzberg.

 

“Shelf Registration Statement”
shall have the meaning set forth in Section 6(d) hereof.

 

“Standstill Period” shall mean
the period from and after the date hereof until the occurrence of the earlier of (i) September 15, 2024; (ii) the date
that a complete liquidation or dilution of the Company is completed; or (iii) the date that the Class A common stock (or any
successor thereto) ceases to be registered pursuant to Section 12 of the Exchange Act.

 

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“Subsequent Closing” shall mean
the closing of purchase described in Section 2(b) hereof, which shall be held at 10:00 a.m. on the Subsequent Closing Date
at the offices of Wilmer Cutler Pickering Hale and Dorr LLP located at 7 World Trade Center, 250 Greenwich Street, New York, NY 10007,
or such other time and place as may be agreed to by the parties hereto.

 

“Subsequent Closing Date” shall
mean May 30, 2022, or such other date as may be agreed to by the Company and the Purchaser.

 

“Subsequent PIPE Shares” shall
have the meaning set forth in the recitals hereof.

 

“Subsidiary” of a Person shall
mean, with respect to such Person, any corporation, partnership or other legal entity of which such Person (either alone or through or
together with any other Subsidiary), owns, directly or indirectly, more than 50% of the stock or other equity interests, has the power
to elect a majority of the board of directors or similar governing body, or has Control.

 

“Transfer” shall have the meaning
set forth in Section 8(a) hereof.

 

Section 2. Closing.

 

(a)            Initial
Purchase.

 

(i)            The
Purchaser hereby agrees, subject to the satisfaction or waiver of the applicable conditions set forth in Section 7(a), to purchase
from the Company, and the Company hereby agrees, subject to the satisfaction or waiver of the applicable conditions set forth in Section 7(a),
to sell to the Purchaser at the Initial Closing, the Initial PIPE Shares, for an aggregate purchase price equal to $20,000,000.

 

(ii)            Payment
for the Initial PIPE Shares shall be made in full, on the Initial Closing Date, against delivery of certificates (including in book-entry
format) evidencing the Initial PIPE Shares, in United States dollars by means of wire transfer of immediately available funds to the order
of the Company, to the account or accounts designated by the Company in writing prior to the Initial Closing.

 

(b)            Subsequent
Purchase.

 

(i)            The
Purchaser hereby agrees, subject to the satisfaction or waiver of the applicable conditions set forth in Section 7(b), to purchase
from the Company, and the Company hereby agrees, subject to the satisfaction or waiver of the applicable conditions set forth in Section 7(b),
to sell to the Purchaser at the Subsequent Closing, the Subsequent PIPE Shares, for an aggregate purchase price equal to $20,000,000.

 

(ii)            Payment
for the Subsequent PIPE Shares shall be made in full, on the Subsequent Closing Date, against delivery of certificates (including in book-entry
format) evidencing the Subsequent PIPE Shares, in United States dollars by means of wire transfer of immediately available funds to the
order of the Company, to the account or accounts designated by the Company in writing prior to the Subsequent Closing.

 

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(c)            Deliveries
at Initial Closing.

 

(i)            At
the Initial Closing, the Company shall deliver or cause to be delivered to the Purchaser evidence of the issuance (including in electronic
book-entry format) of the Initial PIPE Shares issued to the Purchaser pursuant to Section 2(a) hereof.

 

(ii)            At
the Initial Closing, the Purchaser shall deliver or cause to be delivered to the Company payment in cash, by wire transfer of immediately
available funds, of the aggregate purchase price of the Initial PIPE Shares purchased by the Purchaser pursuant to Section 2(a) hereof.

 

(d)            Deliveries
at the Subsequent Closing.

 

(i)            At
the Subsequent Closing, the Company shall deliver or cause to be delivered to the Purchaser evidence of the issuance (including in electronic
book-entry format) of the Subsequent PIPE Shares issued to the Purchaser pursuant to Section 2(b) hereof.

 

(ii)            At
the Subsequent Closing, the Purchaser shall deliver or cause to be delivered to the Company payment in cash, by wire transfer of immediately
available funds, of the aggregate purchase price of the Subsequent PIPE Shares purchased by the Purchaser pursuant to Section 2(b) hereof.

 

Section 3. Representations and Warranties
of the Company. The Company represents and warrants to the Purchaser (it being acknowledged and agreed that each representation and
warranty (other than the representations and warranties set forth in Sections 3(a), 3(b), 3(c), 3(d), 3(e), 3(g) and 3(ee)) is qualified
by and subject to the information set forth in any Company SEC Documents filed after January 1, 2022 and prior to the execution of
this Agreement, but excluding any disclosures set forth in any risk factors section or in any other section, in each case to the extent
they are forward-looking statements or cautionary, predictive or forward-looking in nature) as of the date hereof and as of each applicable
Closing Date, except to the extent such representations and warranties are specifically made as of a particular date (in which case such
representations and warranties will be true and correct as of such date) as follows:

 

(a)            Each
of the Company and its Subsidiaries is duly organized, validly existing and in good standing under the laws of its respective jurisdiction
of incorporation or formation and has all requisite power and authority to own its property and assets and to carry on its business as
now conducted, except, in the case of Subsidiaries of the Company, to the extent that the failure to be in good standing would not reasonably
be expected to have a Material Adverse Effect or prevent the consummation of the transactions contemplated hereby.

 

(b)            The
Company has all corporate power and authority to execute and deliver this Agreement and the Amended and Restated Registration Rights Agreement
to perform its obligations hereunder and thereunder and to consummate the transactions contemplated hereby and thereby. This Agreement
has been, and at the Initial Closing, the Amended and Restated Registration Rights Agreement will be, duly and validly authorized, executed
and delivered by the Company and constitute binding obligations of the Company enforceable against it in accordance with their respective
terms, subject to (i) applicable bankruptcy, insolvency, fraudulent conveyance, reorganization, moratorium and similar laws affecting
creditors’ rights and remedies generally; (ii) as to enforceability, general principles of equity, including principles of
commercial reasonableness, good faith and fair dealing (regardless of whether enforcement is sought in a proceeding at law or in equity);
and (iii) as to any indemnity or contribution provision, federal or state securities laws or considerations of public policy.

 

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(c)            The
authorized capital of the Company consists of (i) 1,500,000,000 shares of Class A Common Stock, of which (A) 32,660,603
shares were issued and outstanding as of the Capitalization Date, (B) 11,656,016 shares are reserved for issuance upon exercise of
outstanding warrants as of the Capitalization Date, (C) 3,052,008 shares are reserved for issuance upon exercise of options and upon
vesting of other awards granted under the Company’s stock option and incentive plans as of the Capitalization Date, and (D) 1,892,079
shares are available for future issuance under the Company’s 2017 Equity Incentive Plan (the “Equity Incentive Plan”)
as of the Capitalization Date; (ii) 175,000,000 shares of Class B Common Stock, none of which was issued and outstanding as
of the Capitalization Date; (iii) 500,000,000 shares of Class C Capital Stock, none of which was issued and outstanding as of
the Capitalization Date; and (iv) 10,000,000 shares of preferred stock, par value $0.0001 per share, none of which was issued and
outstanding as of the Capitalization Date. Except as set forth in the preceding sentence or as contemplated by this Agreement, there are
no other shares of capital stock issued and outstanding or securities convertible into or exchangeable for shares of capital stock of
the Company. Each of the outstanding shares of capital stock or other securities of the Company and its Subsidiaries have been duly authorized
and are validly issued, fully paid and nonassessable, and, in the case of shares of capital stock of the Company’s Subsidiaries,
are owned directly or indirectly by the Company. The Company does not have outstanding any bonds, debentures, notes or other obligations
the holders of which have the right to vote (or convertible into or exercisable for securities having the right to vote) with the stockholders
of the Company on any matter.

 

(d)            All
of the PIPE Shares will have been duly authorized for issuance prior to the Closing. All of the PIPE Shares, when issued and delivered
by the Company against payment therefor as provided in this Agreement, will be validly issued, fully paid and non-assessable. None of
the PIPE Shares will have been issued in violation of the preemptive rights of any security holders of the Company arising as a matter
of law or under or pursuant to the Charter, the Bylaws, or any agreement or instrument to which the Company is a party or by which it
is bound.

 

(e)            No
consent, approval, authorization, order, registration, notice, filing, recording or qualification of or with any court or governmental
agency or body having jurisdiction over the Company or any of its Subsidiaries or any of their properties is required for the execution
and delivery by the Company of this Agreement or the Amended and Restated Registration Rights Agreement, the performance by the Company
of its obligations hereunder or thereunder or the consummation of the transactions contemplated hereby or thereby, except: (i) under
the Securities Act and the Exchange Act, (ii) as required to be made with the New York Stock Exchange, (iii) such consents,
approvals, authorizations, registrations or qualifications as may be required under state securities or “blue sky” laws, and
(iv) such consents, approvals, authorizations, registrations or qualifications, the absence of which would not reasonably be expected
to have a Material Adverse Effect or prevent the consummation of the transactions contemplated hereby.

 

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(f)            Since
January 1, 2022, the Company has timely filed all Company SEC Documents required to be filed with the Commission. The Company SEC
Documents, as of the time they were filed, conformed in all material respects to the requirements of the Exchange Act and the Securities
Act, as applicable, and none of the Company SEC Documents contained any untrue statement of a material fact, or omitted to state a material
fact necessary to make the statements therein, in light of the circumstances under which they were made, not misleading.

 

(g)            The
execution and delivery by the Company of this Agreement and the Amended and Restated Registration Rights Agreement and compliance by the
Company with all of the provisions hereof and thereof and the consummation of the transactions contemplated hereby and thereby: (i) will
not violate of the provisions of the Charter or Bylaws or comparable organizational documents of the Company or any of its Subsidiaries,
(ii) assuming the compliance with the matters set forth in Section 3(e), will not violate any statute or any order, rule or
regulation of any court or governmental agency or body having jurisdiction over the Company or any of its Subsidiaries or any of their
properties or (iii) will not result in any default in the performance or observance of any obligation, agreement, covenant or condition
contained in any indenture, mortgage, deed of trust, loan agreement, lease or other agreement or instrument to which the Company or any
of its Subsidiaries is a party or by which any of the properties of the Company or any of its Subsidiaries may be bound, except, in the
case of clauses (ii) and (iii), for such violations or defaults as would not, individually or in the aggregate, reasonably be expected
to have a Material Adverse Effect or prevent, materially delay or materially impair the consummation of the transactions contemplated
hereby.

 

(h)            No
litigation or proceeding against the Company or its Subsidiaries is pending before any court, arbitrator or administrative or governmental
body, nor, to the Company’s knowledge, is any such proceeding threatened against the Company or its Subsidiaries except as would
not, individually or in the aggregate, reasonably be expected to have a Material Adverse Effect or prevent, materially delay or materially
impair the consummation of the transactions contemplated hereby.

 

(i)            Since
January 1, 2022, there has been no Material Adverse Effect.

 

(j)            The
Company and its Subsidiaries do not own any real property. The Company and its Subsidiaries have good and marketable title to all personal
property owned by them, in each case free and clear of all liens, encumbrances and defects except such as would not, individually or in
the aggregate, reasonably be expected to have a Material Adverse Effect.

 

(k)            Neither
the Company nor any of its Subsidiaries is (i) in violation of its Charter or Bylaws or similar organizational documents, (ii) in
violation of any statute or any order, rule or regulation of any court or governmental agency or body having jurisdiction over the
Company or any of its Subsidiaries or any of their properties or (iii) in default in the performance or observance of any material
obligation, agreement, covenant or condition contained in any indenture, mortgage, deed of trust, loan agreement, lease or other agreement
or instrument to which it is a party or by which it or any of its properties may be bound, except, in the case of clauses (ii) and
(iii), for such violations or defaults as would not, individually or in the aggregate, reasonably be expected to have a Material Adverse
Effect or prevent the consummation of the transactions contemplated hereby.

 

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(l)             The
financial statements, including the notes thereto, and the supporting schedules included in the Company SEC Documents present fairly in
all material respects the financial position of the Company and its Subsidiaries at the dates indicated and for the periods indicated
therein, subject, in the case of unaudited financial statements, to normal year-end audit adjustments. Such financial statements and supporting
schedules have been prepared in conformity with U.S. generally accepted accounting principles (“GAAP”) applied on a
consistent basis throughout the periods involved except as disclosed therein.

 

(m)            Neither
the Company nor any of its Subsidiaries has any liabilities or obligations (accrued, absolute, contingent or otherwise), other than liabilities
or obligations (i) reflected on the most recent balance sheet of the Company included in the Company SEC Documents, (ii) incurred
in the ordinary course of business since the date of the most recent balance sheet of the Company included in the Company SEC Documents,
(iii) incurred in connection with this Agreement, (iv) incurred pursuant to contracts binding on the Company or any of its Subsidiaries
(other than those resulting from a breach thereof), or (v) that would not, individually or in the aggregate, reasonably be expected
to result in a Material Adverse Effect or prevent the consummation of the transactions contemplated hereby.

 

(n)            There
is and has been no failure on the part of the Company or, to the knowledge of the Company, any of the Company’s directors or officers,
in their capacities as such, to comply in all material respects with any provision of the Sarbanes-Oxley Act of 2002, as amended, or of
the rules and regulations promulgated in connection therewith, in each case to the extent applicable to the Company.

 

(o)            The
Company maintains a system of internal control over financial reporting (as such term is defined in Rule 13a-15(f) under the
Exchange Act) that complies with the requirements of the Exchange Act applicable to the Company and has been designed by the Company’s
principal executive officer and principal financial officer, or under their supervision, to provide reasonable assurance that (i) transactions
are executed in accordance with management’s general or specific authorizations; (ii) transactions are recorded as necessary
to permit preparation of financial statements in conformity with GAAP and to maintain asset accountability; (iii) access to assets
is permitted only in accordance with management’s general or specific authorization; and (iv) the recorded accountability for
assets is compared with the existing assets at reasonable intervals and appropriate action is taken with respect to any differences. The
Company’s internal control over financial reporting is effective and the Company is not aware of any material weaknesses in its
internal control over financial reporting (it being understood that this subsection shall not require the Company to comply with Section 404
of the Sarbanes Oxley Act of 2002 as of an earlier date than it would otherwise be required to so comply under applicable law).

 

(p)            Since
the date of the latest audited financial statements included in the Company SEC Documents, there has been no change in the Company’s
internal control over financial reporting that has materially and adversely affected, or is reasonably likely to materially and adversely
affect, the Company’s internal control over financial reporting.

 

    	 	10	 

     

    

 

(q)            The
Company maintains disclosure controls and procedures (as such term is defined in Rule 13a-15(e) under the Exchange Act) that
are designed to comply with the requirements of the Exchange Act applicable to the Company; such disclosure controls and procedures have
been designed to ensure that material information relating to the Company and its Subsidiaries is made known to the Company’s principal
executive officer and principal financial officer by others within those entities; and such disclosure controls and procedures are effective.
The Company has conducted evaluations of the effectiveness of its disclosure controls and procedures as required by Rule 13a-15 of
the Exchange Act.

 

(r)             Except
as would not, individually or in the aggregate, reasonably be expected to result in a Material Adverse Effect, (i) the Company and
its Subsidiaries own, or otherwise have the right to use (including pursuant to license, sublicense, agreement or permission), the patents,
trademarks, service marks, patent applications, trade names, copyrights, trade secrets, domain names, information, know-how, proprietary
rights and processes (collectively, “Intellectual Property”) reasonably necessary to conduct the business of the Company
and its Subsidiaries as described in the Company SEC Documents and as currently conducted (excluding commercially available off-the-shelf
software programs that are licensed to the Company or its Subsidiaries pursuant to “shrink-wrap” licenses for a total cost
of less than $30,000), without any known conflict with or infringement of the Intellectual Property of others, (ii) to the Company’s
knowledge, there has not been any infringement by any third party of any Intellectual Property or other similar rights of the Company
or any of its Subsidiaries, and (iii) neither the Company nor any of its Subsidiaries has received any written communications alleging
that the Company or any of its Subsidiaries has violated, infringed or conflicted with, or, by conducting its business as described in
the Company SEC Documents, would violate, infringe or conflict with any of the Intellectual Property of any other person or entity.

 

(s)            The
Company and its Subsidiaries have (i) paid all material federal, state, local and foreign taxes required to be paid through the date
hereof, except any such taxes being contested in good faith and for which adequate reserves have been established in accordance with GAAP,
and (ii) filed all material tax returns required to be filed through the date hereof, in each case except for those returns for which
a request for extension has been filed; and there is no tax deficiency that has been, or would reasonably be expected to be, asserted
against the Company or any of its Subsidiaries or any of their respective properties or assets, except where such deficiencies, individually
or in the aggregate, would not reasonably be expected to have a Material Adverse Effect.

 

(t)            The
Company and its Subsidiaries possess all licenses, certificates, permits and other authorizations issued by, and have made all declarations
and filings with, the appropriate federal, state, local or foreign governmental or regulatory authorities that are necessary for the ownership
or lease of their respective properties or the conduct of their respective businesses as described in the Company SEC Documents filed
prior to the date of this Agreement, except where the failure to so possess or to have made such declarations or filings would not, individually
or in the aggregate, reasonably be expected to result in a Material Adverse Effect. Neither the Company nor any of its Subsidiaries has
received notice of any revocation or modification of any such license, certificate, permit or authorization or has any reason to believe
that any such license, certificate, permit or authorization will not be renewed in the ordinary course, except where such revocation or
modification would not, individually or in the aggregate, be reasonably expected to result in a Material Adverse Effect.

 

    	 	11	 

     

    

 

(u)            No
labor disturbance by or dispute with employees of the Company or any of its Subsidiaries exists or, to the Company’s knowledge,
is contemplated or threatened, and the Company is not aware of any existing or imminent labor disturbance by, or dispute with, the employees
of any of the Company’s or any of its Subsidiaries’ principal suppliers, manufacturers, contractors or customers, except as
would not, individually or in the aggregate, be reasonably expected to have a Material Adverse Effect. Neither the Company nor any of
its Subsidiaries has received any notice of cancellation or termination with respect to any collective bargaining agreement to which it
is a party.

 

(v)            Each
employee benefit plan, within the meaning of Section 3(3) of the Employee Retirement Income Security Act of 1974, as amended
(“ERISA”), for which the Company or any member of its “Controlled Group” (defined as any organization which
is a member of a controlled group of corporations within the meaning of Section 414 of the Internal Revenue Code of 1986, as amended
(the “Code”)) would have any liability (each, a “Plan”) has been maintained in compliance with its
terms and the requirements of any applicable statutes, orders, rules and regulations, including but not limited to, ERISA and the
Code, except for noncompliance that would not, individually or in the aggregate, reasonably be expected to result in a Material Adverse
Effect. No prohibited transaction, within the meaning of Section 406 of ERISA or Section 4975 of the Code, excluding transactions
effected pursuant to a statutory or administrative exemption, has occurred with respect to any Plan that would, individually or in the
aggregate, reasonably be expected to result in a Material Adverse Effect. Neither the Company nor any member of its Controlled Group have
ever maintained or contributed to or participated in a Plan that is subject to the funding rules of Section 412 of the Code
or Section 302 of ERISA) or a “multiemployer plan” within the meaning of Section 4001(a)(3) of ERISA. There
is no pending audit or investigation by the Internal Revenue Service, the U.S. Department of Labor or any other governmental agency or
any foreign regulatory agency with respect to any Plan that would, individually or in the aggregate, reasonably be expected to result
in a Material Adverse Effect.

 

(w)            (i) The
Company and its Subsidiaries (A) are, and at all times for the two years preceding the date of this Agreement have been, in compliance
in all material respects with any and all applicable federal, state, local and foreign laws, rules, regulations, requirements, decisions,
decrees, orders and other legally enforceable requirements relating to Hazardous Substances, the environment, natural resources or the
protection of human or worker health or safety (collectively, “Environmental Laws”), (B) have obtained and are
in compliance with all permits, licenses, certificates or other authorizations or approvals required of them under applicable Environmental
Laws for the conduct of their respective businesses as currently conducted, (C) have not received notice of any actual or potential
liability (including such liability of a third party that would reasonably be expected to materially and adversely affect the Company
or any of its Subsidiaries) under or relating to, or actual or potential violation of, any Environmental Laws, including for the investigation
or remediation of any Release or threat of Release of Hazardous Substances, (D) are not conducting or paying for, in whole or in
part, any investigation, remediation or other corrective action pursuant to any Environmental Law at any location, and (E) are not
a party to any order, decree or agreement that imposes any obligation or liability under any Environmental Law, and (ii) there are
no costs or liabilities associated with Environmental Laws of or relating to the Company or its Subsidiaries, except, in the case of each
of (i) and (ii) above, for any such failure to comply, or failure to receive required permits, licenses or approvals, or cost,
obligation or liability, as would not, individually or in the aggregate, reasonably be expected to have a Material Adverse Effect.

 

    	 	12	 

     

    

 

(x)            There
has been no storage, generation, transportation, use, handling, treatment, Release or threat of Release of Hazardous Substances by, due
to or caused by the Company or any of its Subsidiaries (or, to the Company’s knowledge, any other entity (including any predecessor)
for whose acts or omissions the Company or any of its Subsidiaries is or would reasonably be expected to be liable) at, on, under or from
any property or facility now or previously owned, operated or leased by the Company or any of its Subsidiaries, or at, on, under or from
any other property, in violation of any Environmental Laws or in a manner or amount or to a location that would reasonably be expected
to result in any liability under any Environmental Law, except for any violation or liability which would not, individually or in the
aggregate, reasonably be expected to have a Material Adverse Effect.

 

(y)            Except
as would not have a Material Adverse Effect, neither the Company nor any of its Subsidiaries has violated (i) any federal, state
or local law or foreign law relating to discrimination in hiring, promotion or pay of employees, or (ii) any applicable wage or hour
laws.

 

(z)             Except
as would not, individually or in the aggregate, reasonably be expected to result in a Material Adverse Effect, (i) the Company and
its Subsidiaries have insurance covering their respective properties, operations, personnel and businesses, including business interruption
insurance, which insurance is in amounts and insures against such losses and risks as are, in the reasonable judgment of the Company,
ordinary and customary for comparable companies in the same or similar businesses and (ii) neither the Company nor any of its Subsidiaries
has any reason to believe that it will not be able to renew its existing insurance coverage as and when such coverage expires or to obtain
similar coverage at reasonable cost from similar insurers as may be necessary to continue its business.

 

(aa)          None
of the Company or any of its Subsidiaries, or any director, officer, or employee thereof, or, to the Company’s knowledge, any Affiliates,
agent, or representative of the Company or of any of its Subsidiaries or Affiliates, has taken or will take any action in furtherance
of an offer, payment, promise to pay, or authorization or approval of the payment, giving or receipt of money, property, gifts or anything
else of value, directly or indirectly, to any government official (including any officer or employee of a government or government-owned
or controlled entity or of a public international organization, or any person acting in an official capacity for or on behalf of any of
the foregoing, or any political party or party official or candidate for political office) (“Government Official”)
in order to influence official action, or to any person in violation in any material respect of any applicable anti-corruption laws. The
Company and each of its Subsidiaries and, to the Company’s knowledge, its Affiliates have conducted their respective businesses
in compliance in all material respects with applicable anti-corruption laws and have instituted and maintained policies and procedures
reasonably designed to promote and achieve compliance with such laws and with the representations and warranties contained herein. Neither
the Company nor any of its Subsidiaries will use, directly or indirectly, the proceeds of the transactions contemplated by this Agreement
in furtherance of an offer, payment, promise to pay, or authorization of the payment or giving of money, or anything else of value, to
any person in violation of any applicable anti-corruption laws.

 

    	 	13	 

     

    

 

(bb)         The
operations of the Company and each of its Subsidiaries are and have been conducted at all times in compliance in all material respects
with all applicable financial recordkeeping and reporting requirements, including those of the Bank Secrecy Act, as amended by Title III
of the Uniting and Strengthening America by Providing Appropriate Tools Required to Intercept and Obstruct Terrorism Act of 2001 (USA
PATRIOT Act), and the applicable anti-money laundering statutes of jurisdictions where the Company and each of its Subsidiaries conduct
business, the rules and regulations thereunder and any related or similar rules, regulations or guidelines, issued, administered
or enforced by any governmental agency (collectively, the “Anti-Money Laundering Laws”), and no action, suit or proceeding
by or before any court or governmental agency, authority or body or any arbitrator involving the Company or any of its subsidiaries with
respect to the Anti-Money Laundering Laws is pending or, to the knowledge of the Company, threatened.

 

(cc)          None
of the Company, any of its Subsidiaries, or any director, officer, or employee thereof, or, to the Company’s knowledge, any agent,
affiliate or representative of the Company or any of its Subsidiaries, is a Person that is, or is owned or controlled by one or more Persons
that are (A) the subject of any sanctions administered or enforced by the U.S. Department of the Treasury’s Office of Foreign
Assets Control, the United Nations Security Council, the European Union, Her Majesty’s Treasury, or other relevant sanctions authority
(collectively, “Sanctions”), or (B) located, organized or resident in a country or territory that is the subject
of Sanctions (including, without limitation, Crimea, Cuba, Iran, North Korea and Syria). The Company will not, directly or indirectly,
use the proceeds of the transactions contemplated by this Agreement, or lend, contribute or otherwise make available such proceeds to
any Subsidiary, joint venture partner or other Person (A) to fund or facilitate any activities or business of or with any Person
or in any country or territory that, at the time of such funding or facilitation, is the subject of Sanctions or (B) in any other
manner that will result in a violation of Sanctions by any Person. The Company and each of its Subsidiaries have not knowingly engaged
in and are not now knowingly engaged in any dealings or transactions with any Person, or in any country or territory, that at the time
of the dealing or transaction is or was the subject of Sanctions.

 

(dd)          Except
as would not, individually or in the aggregate, reasonably be expected to result in a Material Adverse Effect, (i) the Company and
its Subsidiaries have operated their business in a manner compliant with all applicable privacy, data security and data protection laws
and regulations, all contractual obligations and all Company policies applicable to the collection, handling, usage, disclosure and storage
of all personally identifiable data (“Personal Data”), along with all other data, including without limitation, IP
addresses, mobile device identifiers and website usage activity data (“Device and Activity Data”), (ii) in collecting,
handling, using, disclosing and/or storing Device and Activity Data, the Company and its Subsidiaries comply with all applicable industry
guidelines and codes of conduct, (iii) the Company has implemented and maintains policies and procedures designed to ensure the integrity,
security and confidentiality of Personal Data and all Device and Activity Data collected, handled used, disclosed and/or stored by the
Company in connection with the Company’s operation of its business, (iv) the Company has policies and procedures in place reasonably
designed to ensure privacy, data security and data protection laws are complied with and takes appropriate steps which are reasonably
designed to assure compliance with such policies and procedures, (v) the Company requires third parties to which it provides any
Personal Data or Device and Activity Data to maintain the privacy and security of such Personal Data or Device and Activity Data, as applicable,
and (vi) the Company has not experienced any security incident that has compromised the privacy and/or security of any Personal Data.

 

    	 	14	 

     

    

 

(ee)          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 under the Securities Act) in connection with the offer and sale of the PIPE
Shares. Assuming the accuracy of the Purchaser’s representations and warranties, none of the Company, any of its Affiliates, and
any Person acting on their behalf has, directly or indirectly, made any offers or sales of any securities or solicited any offers to buy
any securities, under circumstances that would require registration of the issuance of the PIPE Shares, whether through integration with
prior offerings or otherwise.

 

Section 4. Representations and Warranties
of the Purchaser. The Purchaser represents and warrants to the Company as of the date hereof and as of each applicable Closing Date
as follows:

 

(a)            The
Purchaser is a corporation, partnership or limited liability company duly organized, validly existing and in good standing under the laws
of its state of organization and has all requisite corporate or similar power and authority to own its property and assets and to carry
on its business as now conducted, except to the extent that the failure to be in good standing would not reasonably be expected to prevent
or materially impair the consummation of the transactions contemplated hereby.

 

(b)            The
Purchaser has all corporate or similar power and authority to execute and deliver this Agreement and the Amended and Restated Registration
Rights Agreement and to perform its respective obligations hereunder and thereunder and to consummate the transactions contemplated hereby
and thereby. This Agreement and the Amended and Restated Registration Rights Agreement have been or, in the case of the Amended and Restated
Registration Rights Agreement, will be at the Closing duly and validly authorized, executed and delivered by the Purchaser and constitute
a binding obligation of the Purchaser, enforceable against it in accordance with their respective terms, subject to (i) applicable
bankruptcy, insolvency, fraudulent conveyance, reorganization, moratorium and similar laws affecting creditors’ rights and remedies
generally; (ii) as to enforceability, general principles of equity, including principles of commercial reasonableness, good faith
and fair dealing (regardless of whether enforcement is sought in a proceeding at law or in equity); and (iii) as to any indemnity
or contribution provision, federal or state securities laws or considerations of public policy.

 

(c)            The
Purchaser is an “accredited investor” within the meaning of Rule 501(a) under the Securities Act and is knowledgeable,
sophisticated and experienced in business and financial matters that are necessary to evaluate the risks and merits of an investment in
the PIPE Shares. The Purchaser is acquiring the PIPE Shares for investment for its own account, with no present intention of dividing
its participation with others or reselling or otherwise distributing the same in violation of the Securities Act or any applicable state
securities laws. The Purchaser does not presently have any contract, undertaking, agreement or arrangement with any Person to sell (excluding
any pledge), transfer or grant participations to such Person or to any third person, with respect to any of the PIPE Shares.

 

    	 	15	 

     

    

 

(d)            The
Purchaser understands and acknowledges that: (i) other than pursuant to the Amended and Restated Registration Rights Agreement and
as set forth in this Agreement, the resale of any PIPE Shares has not been and is not being registered under the Securities Act or any
applicable state securities laws, and the PIPE Shares may not be sold or otherwise transferred unless (a) such securities are sold
or transferred pursuant to an effective registration statement under the Securities Act, (b) at the Company’s request, the
Purchaser shall have delivered to the Company an opinion of counsel (which opinion shall be in form, substance and scope reasonably satisfactory
to the Company’s counsel) to the effect that such securities to be sold or transferred may be sold or transferred pursuant to an
exemption from such registration, or (c) such securities are sold pursuant to Rule 144 promulgated under the Securities Act;
(ii) any sale of any PIPE Shares made in reliance on Rule 144 under the Securities Act may be made only in accordance with the
terms of such Rule; and (iii) except as may be set forth in the Amended and Restated Registration Rights Agreement or this Agreement,
neither the Company nor any other Person is under any obligation to register such PIPE Shares under the Securities Act or any state securities
laws or to comply with the terms and conditions of any exemption thereunder. The Purchaser acknowledges that an appropriate restrictive
legend will be placed on the certificate or certificates (including in book-entry format) representing the PIPE Shares.

 

(e)            The
Purchaser acknowledges and affirms that the PIPE Shares will be issued in a private placement in reliance upon exemptions contained in
the Securities Act, rules and regulations promulgated thereunder, or interpretations thereof and in the applicable state securities
laws.

 

(f)            At
each applicable Closing, the Purchaser will have liquid, legally available cash on hand sufficient to consummate each such Closing in
accordance with the terms and conditions of this Agreement. The Purchaser is able to bear the financial risk of its investment in the
PIPE Shares, has no need for liquidity with respect to its investment therein, and has adequate means for providing for its current needs
and contingencies.

 

(g)            The
Purchaser has been given the opportunity to conduct a due diligence review of the Company and has been afforded access to information
about the Company and its financial condition and business sufficient to enable the Purchaser to evaluate its investment in the PIPE Shares.
Other than the representations and warranties set forth in Section 3, the Purchaser acknowledges and agrees that the Company is not
making any other representations or warranties, express or implied, regarding the PIPE Shares, or any other matter contemplated by this
Agreement. The Purchaser hereby disclaims any other express or implied representations or warranties, and the Purchaser is not relying
on, and will not assert any claim against, the Company, its Affiliates or any of their respective employees, directors, agents, stockholders
or representatives or hold the Company or any such Persons liable with respect to any statements, information or representations or warranties,
except with respect to the representations and warranties expressly contained in Section 3 in accordance with the terms of this Agreement.
Notwithstanding anything in this Agreement to the contrary, nothing in this Agreement shall limit the Purchaser’s remedies with
respect to claims of Fraud.

 

(h)            As
of the date hereof, the Purchaser and its Affiliates are the beneficial owners of only the securities of the Company set forth adjacent
to such Person’s name on Annex B hereto.

 

    	 	16	 

     

    

 

Section 5. [Reserved].

 

Section 6. Covenants.

 

(a)            Listing.
The Company shall (i) cause to be submitted a supplemental listing application with respect to the authorization of listing on the
New York Stock Exchange of the Initial PIPE Shares at or prior to the Initial Closing and use its reasonable best efforts to cause such
supplemental listing application to be approved by the New York Stock Exchange as promptly as reasonably practicable following its submission
and (ii) cause the Subsequent PIPE Shares to be authorized for listing on the New York Stock Exchange at or prior to the Subsequent
Closing.

 

(b)            Registration
Rights. At or prior to the Initial Closing, the Company and the Purchaser shall enter into the Amended and Restated Registration Rights
Agreement in the form attached as Annex A.

 

(c)            Stabilization.
In connection with the transactions contemplated hereby, the Purchaser will not take, and will not permit any of its Affiliates to take,
in each case directly or indirectly, any action designed to or that would reasonably be expected to cause or result in any stabilization
or manipulation of the price of the Class A Common Stock in violation of Regulation M under the Exchange Act.

 

(d)            Registration
Rights. Within thirty (30) days of the date requested by the Purchaser or on such other date as mutually agreed by the Company and
the Purchaser, the Company shall prepare and file with the Commission a registration statement (the “Shelf Registration Statement”)
relating to a “shelf” offering in accordance with Rule 415 of the Securities Act, or any similar rule that may be
adopted by the Commission, which covers all of the PIPE Shares or any other common equity securities of the Company issued as a dividend
or distribution with respect to, or in exchange for or in replacement of, the PIPE Shares held by the Purchaser (the “Registrable
Securities”), on an appropriate form under the Securities Act, and all amendments and supplements to such registration statement,
including post-effective amendments, in each case including the prospectus contained therein and all exhibits thereto. Prior to filing
the Shelf Registration Statement and any amendments thereto with the Commission, the Company shall provide drafts thereof to the Purchaser
and its respective counsel and the Purchaser and its respective counsel shall be given a reasonable opportunity to review and comment
upon such Shelf Registration Statement. The Shelf Registration Statement, in the form in which it becomes effective, will conform in all
material respects with the requirements of the Securities Act and the rules and regulations of the Commission thereunder and will
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 the light of the circumstances under which they were made, not misleading. The Purchaser agrees, severally
but not jointly, to furnish to the Company all information with respect to the Purchaser required to be included in the Shelf Registration
Statement and any other information necessary to make any such information previously furnished to the Company by the Purchaser not misleading.
The Company shall use commercially reasonable efforts to cause the Shelf Registration Statement to be declared effective under the Securities
Act as promptly as possible after the filing thereof, but in any event no later than sixty (60) days after the Shelf Registration Statement
is filed pursuant to this Section 6(d), and shall use commercially reasonable efforts to keep such Shelf Registration Statement continuously
effective under the Securities Act until, subject to the Amended and Restated Registration Rights Agreement, the date that all Registrable
Securities covered by such Shelf Registration Statement (i) have been sold, thereunder or pursuant to Rule 144 under the Securities
Act, or (ii) may be sold without volume or manner-of-sale restrictions pursuant to Rule 144 and without the requirement for
the Company to be in compliance with the current public information requirement under Rule 144, as determined by counsel to the Company
pursuant to a written opinion letter to such effect (and the Purchaser shall provide any information reasonably requested by the Company
or its counsel in connection with such determination), addressed and reasonably acceptable to the Company’s transfer agent and the
Purchaser (the “144 Determination”); provided that, for all purposes hereunder “Registrable Securities”
shall be deemed to not include any PIPE Shares beneficially owned by a Purchaser for which there has been a 144 Determination with respect
to such securities.

 

    	 	17	 

     

    

 

(e)            The
Company covenants that it shall exercise commercially reasonable efforts to submit to Purchaser and the Internal Revenue Service within
twenty (20) Business Days after the Purchaser’s written request therefor, such information (to the extent within the Company’s
possession) as may be reasonably required under Section 1202(d)(1)(C) of the Code and the regulations promulgated thereunder.

 

(f)            The
Company covenants to use the proceeds received from the New Financing Agreement and from the issuance and sale of the PIPE Shares (i) to,
together with cash on hand, repay and discharge all outstanding amounts under the Existing Financing Agreement, and (ii) the balance,
if any, for working capital, capital expenditures and general corporate purposes (including, without limitation, marketing, new product
development and potential environmental, social and corporate governance initiatives identified by the Company).

 

(g)            The
Purchaser and the Company shall agree on one or more mutually acceptable press releases announcing the transactions contemplated hereby,
which press releases shall be mutually acceptable to each of Purchaser and the Company.

 

(h)            On
or prior to May 3, 2022, the Company shall (i) deliver to the Purchaser an executed payoff letter and evidence of releases of
liens securing obligations under the Existing Financing Agreement and (ii) pay to Blue Torch an amount equal to the Debt Payoff Amount
pursuant to such payoff letter.

 

(i)            On
or prior to May 3, 2022, the Company shall deliver to the Purchaser evidence, in form and substance reasonably satisfactory to the
Purchaser, of the Company’s entry into the New Financing Agreement.

 

    	 	18	 

     

    

 

Section 7. Conditions to Closing.

 

(a)            Conditions
to Initial Closing.

 

(i)            The
obligation of the Purchaser to consummate the transactions contemplated hereby to be completed at the Initial Closing, including the purchase
of the Initial PIPE Shares, is subject to the fulfillment, prior to or on the Initial Closing Date, of the following conditions:

 

1.            The
representations and warranties of the Company in Section 3(a) shall be true and correct in all material respects as of the date
hereof and as of the Initial Closing Date as if made as of such date. The representations and warranties of the Company in Section 3(b),
Section 3(d), Section 3(i) and Section 3(ee) shall be true and correct as of the date hereof and as of the Initial
Closing Date as if made as of such date. The representations and warranties of the Company in Section 3(c) shall be true and
correct, except for de minimis inaccuracies, as of the date hereof and as of the Initial Closing Date as if made as of such date
(except for representations and warranties made as of a specified date, which shall be true and correct, except for de minimis inaccuracies,
as of such specified date). All other representations and warranties of the Company in Section 3 shall be true and correct (without
giving effect to any qualification as to materiality or Material Adverse Effect contained therein) as of the date hereof and as of the
Initial Closing Date as if made as of such date (except for representations and warranties made as of a specified date, which shall be
true and correct as of such specified date), except where the failure of such representations and warranties to be true and correct (without
giving effect to any qualification as to materiality or Material Adverse Effect contained therein) would not have a Material Adverse Effect;

  

2.            The
Company shall have executed and delivered to the Purchaser a duly executed copy of the Amended and Restated Registration Rights Agreement;
and

 

3.            The
Company shall have performed in all material respects all of its obligations hereunder required to be performed by it, and complied with
the covenants hereunder applicable to it in all material respects, at or prior to the Initial Closing.

 

(ii)            The
obligation of the Company to consummate the transactions contemplated hereby to be completed at the Initial Closing, including the issuance
of the Initial PIPE Shares, is subject to the fulfillment, prior to or on the Initial Closing Date, of the following conditions:

 

1.            The
representations and warranties of the Purchaser in Section 4 shall be true and correct (without giving effect to any qualification
as to materiality contained therein) as of the date hereof and as of Initial Closing Date as if made as of such date (except for representations
and warranties made as of a specified date, which shall be true and correct as of such specified date), except where the failure of such
representations and warranties to be true and correct (without giving effect to any qualification as to materiality contained therein)
would not reasonably be expected to prevent, materially delay or materially impair the consummation of the transactions contemplated hereby;
and

 

2.            The
Purchaser shall have performed in all material respects all of its obligations hereunder required to be performed by it, and complied
with the covenants hereunder applicable to it in all material respects, at or prior to the Initial Closing.

 

    	 	19	 

     

    

 

(iii)          The
obligations of each of the Company and the Purchaser to consummate the transactions contemplated hereby are subject to the fulfillment,
prior to or on the Initial Closing Date, of the following conditions:

 

1.            No
judgment, injunction, decree or other legal restraint issued by a governmental entity shall prohibit, or have the effect of rendering
unachievable, the consummation of the transactions contemplated hereby; and

 

2.            A
supplemental listing application with respect to the authorization for listing on the New York Stock Exchange of the Initial PIPE Shares
shall have been submitted.

 

(b)            Conditions
to Subsequent Closing.

 

(i)            The
obligation of the Purchaser to consummate the transactions contemplated hereby to be completed at the Subsequent Closing, including the
purchase of the Subsequent PIPE Shares, is subject to the fulfillment, prior to or on the Subsequent Closing Date, of the following conditions:

 

1.            The
representations and warranties of the Company in Section 3(a) shall be true and correct in all material respects as of the date
hereof and as of the Subsequent Closing Date as if made as of such date. The representations and warranties of the Company in Section 3(b),
Section 3(d), Section 3(i) and Section 3(ee) shall be true and correct as of the date hereof and as of the Subsequent
Closing Date as if made as of such date. The representations and warranties of the Company in Section 3(c) shall be true and
correct, except for de minimis inaccuracies, as of the date hereof and as of the Subsequent Closing Date as if made as of such date (except
for representations and warranties made as of a specified date, which shall be true and correct, except for de minimis inaccuracies, as
of such specified date). All other representations and warranties of the Company in Section 3 shall be true and correct (without
giving effect to any qualification as to materiality or Material Adverse Effect contained therein) as of the date hereof and as of the
Subsequent Closing Date as if made as of such date (except for representations and warranties made as of a specified date, which shall
be true and correct as of such specified date), except where the failure of such representations and warranties to be true and correct
(without giving effect to any qualification as to materiality or Material Adverse Effect contained therein) would not have a Material
Adverse Effect; and

 

2.            The
Company shall have performed in all material respects all of its obligations hereunder required to be performed by it, and complied with
the covenants hereunder applicable to it in all material respects, at or prior to the Subsequent Closing.

 

(ii)            The
obligation of the Company to consummate the transactions contemplated hereby to be completed at the Subsequent Closing, including the
issuance of the Subsequent PIPE Shares, is subject to the fulfillment, prior to or on the Subsequent Closing Date, of the following conditions:

 

1.            The
representations and warranties of the Purchaser in Section 4 shall be true and correct (without giving effect to any qualification
as to materiality contained therein) as of the date hereof and as of the Subsequent Closing Date as if made as of such date (except for
representations and warranties made as of a specified date, which shall be true and correct as of such specified date), except where the
failure of such representations and warranties to be true and correct (without giving effect to any qualification as to materiality contained
therein) would not reasonably be expected to prevent, materially delay or materially impair the consummation of the transactions contemplated
hereby; and

  

    	 	20	 

     

    

 

 

2.            The
Purchaser shall have performed in all material respects all of its obligations hereunder required to be performed by it, and complied
with the covenants hereunder applicable to it in all material respects, at or prior to the Subsequent Closing.

 

(iii)            The
obligations of each of the Company and the Purchaser to consummate the transactions contemplated hereby are subject to the fulfillment,
prior to or on the Subsequent Closing Date, of the following conditions:

 

1.            No
judgment, injunction, decree or other legal restraint issued by a governmental entity shall prohibit, or have the effect of rendering
unachievable, the consummation of the transactions contemplated hereby; and

 

2.            The
Subsequent PIPE Shares shall have been authorized for listing on the New York Stock Exchange.

 

(c)            Neither
the Company nor the Purchaser may rely on the failure of any condition in this Section 7 to be satisfied if such failure was caused
by such party’s breach of its obligations under this Agreement.

 

Section 8. Restrictions on Transfer.

 

(a)            The
Purchaser shall not, and shall ensure that its Affiliates under common control do not, sell, transfer, assign, convey, gift or otherwise
dispose of, directly or indirectly (“Transfer”), any PIPE Shares; provided, however, that the foregoing
shall not restrict in any manner a Transfer of PIPE Shares, (i) to any other person in a private transaction if the Company first
shall have been furnished with an opinion of legal counsel, reasonably satisfactory to the Company, to the effect that such Transfer is
exempt from the registration requirements of the Securities Act, (ii) made in accordance with Rule 144 under the Securities
Act, provided that the Company shall have the right to receive an opinion of legal counsel for the holder, reasonably satisfactory
to the Company, to the effect that such Transfer is exempt from the registration requirements of the Securities Act, prior to the removal
of the legend subject to Rule 144, (iii) made pursuant to a registration statement declared effective by the Commission, or
(iv) pursuant to a tender offer, merger, consolidation, business combination, stock purchase or other similar transaction or series
of related transactions approved by the Board and, if applicable, made to all holders of the Company’s capital stock, provided
that in the event that such tender offer, merger, consolidation, business combination, stock purchase or transaction or series of related
transactions is not completed, the Purchaser’s PIPE Shares shall remain subject to the restrictions set forth herein; provided,
further, that the foregoing shall not restrict in any manner a Transfer of any PIPE Shares by the Purchaser (1) solely to
one or more of its Affiliates under common control, provided that the transferee in each case agrees in writing to be subject to the terms
of this Section 8 and Section 9 hereof (such transferee, an “Affiliate Transferee”) or (2) pursuant
to a pledge in connection with a bona fide financing transaction with a third party. Any purported Transfers of any PIPE Shares in violation
of this Section 8 shall be null and void and no right, title or interest in or to such PIPE Shares issuable upon exercise thereof
shall be Transferred to the purported transferee, buyer, donee or assignee. The Company will not give, and will not permit the Company’s
transfer agent to give, any effect to such void purported Transfer in its stock records. For the purposes of this Agreement, the Purchaser
and Joseph N. Sanberg shall not be deemed to be under common control with any Person solely because Mr. Sanberg serves as an officer,
director or manager of such Person unless Mr. Sanberg also beneficially owns a majority of the equity interests in such Person.

 

    	 	21	 

     

    

 

(b)            Restrictive
Legends. The Purchaser acknowledges and agrees that the PIPE Shares will bear a legend substantially similar to the legend set forth
below in addition to any other legend that may be required by applicable law or by any agreement between the Company and the Purchaser.
The legend may be removed pursuant to Section 8(a)(iii) and Section 8(a)(iv) as provided above.

 

THE SECURITIES REPRESENTED BY THIS CERTIFICATE
HAVE NOT BEEN REGISTERED UNDER THE SECURITIES ACT OF 1933, AS AMENDED, OR REGISTERED AND/OR QUALIFIED UNDER ANY STATE SECURITIES LAWS.
THE SECURITIES REPRESENTED BY THIS CERTIFICATE MAY NOT BE TRANSFERRED EXCEPT (A) PURSUANT TO AN EFFECTIVE REGISTRATION STATEMENT
UNDER THE SECURITIES ACT OF 1933, AS AMENDED, AND REGISTRATION AND/OR QUALIFICATION UNDER APPLICABLE STATE SECURITIES LAWS, (B) IN
A TRANSACTION WHICH IS EXEMPT FROM REGISTRATION UNDER THE SECURITIES ACT OF 1933, AS AMENDED, AND REGISTRATION AND/OR QUALIFICATION UNDER
APPLICABLE STATE SECURITIES LAWS PROVIDED THAT AT THE ISSUER’S REQUEST, THE TRANSFEROR THEREOF SHALL HAVE DELIVERED TO THE ISSUER
AN OPINION OF COUNSEL (WHICH OPINION SHALL BE IN FORM, SUBSTANCE AND SCOPE REASONABLY SATISFACTORY TO THE ISSUER) TO THE EFFECT THAT SUCH
SECURITIES MAY BE SOLD OR TRANSFERRED PURSUANT TO AN EXEMPTION FROM SUCH REGISTRATION, OR (C) SUCH SECURITIES MAY BE SOLD
PURSUANT TO RULE 144 PROMULGATED UNDER THE SECURITIES ACT OF 1933, AS AMENDED.

 

Section 9. Certain Stockholder Matters.

 

(a)            The
Purchaser shall cause all of the voting securities of the Company that are beneficially owned by it, by Joseph N. Sanberg or any of its
or his respective Affiliates under common control or over which it or he or any of its or his respective Affiliates under common control
have voting control to be voted with respect to any action, proposal or matter to be voted on by the stockholders of the Company (including
through action by written consent), in proportion to and accordance with the vote of all stockholders of the Company; provided
that this Section 9(a) will only apply to voting securities beneficially owned by the Purchaser, together with its Affiliates,
in excess of 19.9% of the total voting power of the outstanding capital stock of the Company.

 

(b)            With
respect to any matter that the Purchaser, Joseph N. Sanberg, and/or its or his respective Affiliates under common control are required
to vote on in accordance with Section 9(a), the Purchaser shall (and shall cause Joseph N. Sanberg and any of its or his respective
Affiliates under common control to) (i) cause each voting security owned by it or over which it has voting control to be voted at
all meetings of stockholders of the Company, either by completing the proxy forms distributed by the Company or by having a designated
proxy present at the meeting, (ii) deliver the completed proxy form to the Company no later than three (3) Business Days prior
to the date of such meeting, and (iii) take such further action or execute such other instruments as may be reasonably necessary
to effectuate the intent of this Section 9.

  

    	 	22	 

     

    

 

(c)            In
furtherance of this Section 9, the Purchaser shall be, and shall cause Joseph N. Sanberg and each of its or his Affiliates under
common control to be, present in person or represented by proxy at all meetings of stockholders to the extent necessary so that all voting
securities of the Company as to which it is entitled to vote shall be counted as present for the purpose of determining the presence of
a quorum at such meeting.

 

(d)            During
the Standstill Period, the Purchaser hereby agrees that neither the Purchaser nor any of its Affiliates under common control will directly
or indirectly: (i) effect, offer or publicly propose to effect, or cause or participate in or in any way knowingly advise, assist
or encourage any other person to effect, offer or publicly propose to effect or participate in, (A) any acquisition in excess of
five percent (5%) of the issued and outstanding Class A Common Stock (or beneficial ownership thereof) of the Company, or any rights
to acquire any such securities (including derivative securities representing the right to vote or economic benefit of any such securities)
(but disregarding any securities acquired by the Purchaser under this Agreement); (B) any tender or exchange offer, merger or other
business combination involving the Company; (C) any liquidation or dissolution with respect to the Company; or (D) any “solicitation”
of “proxies” (as such terms are used in the proxy rules of the Commission) or consents to vote any voting securities
of the Company (other than in accordance with Section 9 hereof); (ii) form, join or in any way participate in a “group”
(as defined under the Exchange Act) with respect to any securities of the Company; (iii) otherwise act, alone or in concert with
others, to seek to control the management, Board or policies of the Company, provided that the Purchaser is not precluded from engaging
in direct, non-public conversations with the Board or management of the Company; (iv) take any action which would be reasonably expected
to force the Company to make a public announcement regarding any of the types of matters set forth in (i) above; or (v) enter
into any discussions or arrangements with any third party with respect to any of the foregoing. Notwithstanding anything to the contrary
contained in this Agreement, if, at any time during the Standstill Period, a third party (1) enters into an agreement with the Company
contemplating the acquisition (by way of merger, tender offer or otherwise) of at least 50% of the outstanding capital stock of the Company
or all or substantially all of its assets, then the restrictions set forth in this paragraph shall terminate and cease to be of any further
force or effect or (2) commences a tender offer, which was approved by the Board and is made to all holders of the Company’s
capital stock, for at least 50% of the outstanding capital stock of the Company or all or substantially all of its assets, then the restrictions
set forth in this paragraph shall be suspended and cease to be of any further force or effect until the expiration or termination of such
tender offer or until the public announcement of its withdrawal or abandonment. Notwithstanding the foregoing, nothing in this Section 9(d) shall
be construed to (i) prevent the Purchaser from purchasing PIPE Shares pursuant to this Agreement, (ii) exercising any warrants
acquired by the Purchaser pursuant to the Prior Purchase Agreements, (iii) subject to Section 9(a), voting in favor of any stockholder
proposal, (iv) tendering any securities or receiving any consideration in connection with a bona fide tender offer, merger, consolidation,
business combination, stock purchase or other similar transaction or series of related transactions that does not otherwise involve the
Purchaser, (v) subject to Section 9(a), announcing how Purchaser intends to vote on any matter presented for a vote by the Company’s
stockholders at an annual or special meeting of the Company, provided such announcement does not include any non-public, confidential
or competitively sensitive information of the Company or (vi) making any private proposals to the Board or management of the Company
or privately requesting any amendments of waivers to this Section 9(d) to the Company. For the avoidance of doubt, the Company
acknowledges and agrees that the Purchaser’s purchase of the PIPE Shares pursuant to this Agreement shall not be deemed an acquisition
of Class A Common Stock for purposes of Section 9(d) of the Prior Purchase Agreements.

 

    	 	23	 

     

    

 

Section 10. Termination.

 

(a)            This
Agreement may be terminated at any time prior to the Subsequent Closing Date:

 

(i)            By
the Purchaser by written notice to the Company, if there is a material breach of this Agreement by the Company that is not cured by thirty
(30) days after receipt of written notice by the Company (provided that the right to terminate this Agreement under this Section 10(a)(i) shall
not be available to the Purchaser if it has failed to perform in any material respect any of its obligations under this Agreement or is
in breach of any representation or warranty such that the condition set forth in Section 7(b)(ii)(1) or Section 7(b)(ii)(2) would
not be satisfied (assuming that the date of such determination is the Subsequent Closing Date)); or

 

(ii)            By
the Company by written notice to the Purchaser, if there is a material breach of this Agreement by the Purchaser that is not cured by
thirty (30) days after receipt of written notice by the Purchaser (provided that the right to terminate this Agreement under this
Section 10(a)(ii) shall not be available to the Company if it has failed to perform in any material respect any of its obligations
under this Agreement or is in breach of any representation or warranty such that the condition set forth in Section 7(b)(i)(1) or
Section 7(b)(i)(3) would not be satisfied (assuming that the date of such determination is the Subsequent Closing Date)).

 

(b)            This
Agreement may be terminated at any time prior to the Subsequent Closing Date, by the mutual written consent of the Company and the Purchaser.

 

(c)            If
this Agreement is terminated pursuant to this Section 10, this Agreement (other than Sections 11 through 22, which shall remain in
full force and effect) shall forthwith become wholly void and of no further force and effect. Nothing herein shall relieve any party from
liability for Fraud or willful breach of this Agreement.

 

Section 11. Indemnification.

 

(a)            The
Company agrees to indemnify and hold harmless the Purchaser and its respective directors, officers, members, employees, agents, Affiliates
and Representatives (all such Persons being hereinafter referred to, collectively, as the “Purchaser Indemnified Persons”),
against any losses, claims, damages or liabilities (“Indemnified Losses”), joint or several, to which any of the Purchaser
Indemnified Persons may become subject as a direct result of any (x) breach or inaccuracy by the Company of any of its representations
or warranties contained herein or (y) breach or failure to comply with any of its covenants or agreements contained herein; provided,
however, that the Company shall not be liable in any such case to any Purchaser Indemnified Person to the extent that any such
Indemnified Losses arise out of or are based upon (i) (x) any breach or inaccuracy of the Purchaser’s representations
or warranties contained herein or (y) any breach or failure to comply with any of the Purchaser’s covenants or agreements contained
herein or (ii) any violations by the Purchaser Indemnified Person of state or federal securities laws or any other conduct by the
Purchaser Indemnified Person which constitutes gross negligence, willful misconduct, or Fraud.

  

    	 	24	 

     

    

 

(b)            The
Purchaser agrees to indemnify and hold harmless the Company, its directors, officers, members, employees, agents, Affiliates and Representatives
(all such Persons being hereinafter referred to, collectively, as the “Company Indemnified Persons,” and together with
the Purchaser Indemnified Persons, the “Indemnified Persons”) against any Indemnified Losses to which any of the Company
Indemnified Persons may become subject as a direct result of any (x) breach or inaccuracy by the Purchaser of any of its representations
or warranties contained herein or (y) breach or failure to comply with any of its covenants or agreements contained herein; provided,
however, that the Purchaser shall not be liable in any such case to any Company Indemnified Person to the extent that any such
Indemnified Losses arise out of or are based upon (i) (x) any breach or inaccuracy of the Company’s representations or
warranties contained herein or (y) any breach or failure to comply with any of the Company’s covenants or agreements contained
herein or (ii) any violations by such Company Indemnified Person of state or federal securities laws or any other conduct by such
Company Indemnified Person which constitutes gross negligence, willful misconduct, or Fraud.

 

(c)            Any
Indemnified Person entitled to indemnification hereunder will (i) give prompt written notice to the indemnifying party of any claim
with respect to which it seeks indemnification (provided that the failure to give such notice shall not limit the rights of such
Indemnified Person, except to the extent the indemnifying party is actually and materially prejudiced thereby) and (ii) unless in
such Indemnified Person’s reasonable judgment a conflict of interest between such Indemnified Person and the indemnifying party
may exist with respect to such claim, permit such indemnifying party to assume the defense of such claim with counsel reasonably satisfactory
to the indemnified party; provided, however, that any Indemnified Person shall have the right to employ separate counsel
and to participate in the defense of such claim, but the fees and expenses of such counsel shall be at the expense of such Indemnified
Person unless (A) the indemnifying party has agreed to pay such fees or expenses or (B) the indemnifying party shall have failed
to assume the defense of such claim and employ counsel reasonably satisfactory to such Indemnified Person. If such defense is not assumed
by the indemnifying party as permitted hereunder, the indemnifying party will not be subject to any liability for any settlement made
by the Indemnified Person without the indemnifying party’s consent (but such consent will not be unreasonably withheld or delayed).
If such defense is assumed by the indemnifying party pursuant to the provisions hereof, such indemnifying party shall not settle or otherwise
compromise the applicable claim unless (i) such settlement or compromise contains a full and unconditional release of the Indemnified
Person or (ii) the Indemnified Person otherwise consents in writing, which consent shall not be unreasonably withheld or delayed.
An indemnifying party who is not entitled to, or elects not to, assume the defense of a claim will not be obligated to pay the fees and
expenses of more than one counsel for all parties indemnified by such indemnifying party with respect to such claim, unless in the reasonable
judgment of any Indemnified Person, a conflict of interest may exist between such Indemnified Person and any other of such Indemnified
Persons with respect to such claim, in which event the indemnifying party shall be obligated to pay the reasonable fees and disbursements
of such additional counsel or counsels.

 

    	 	25	 

     

    

 

(d)            Absent
Fraud, willful misconduct or gross negligence by the party against whom a remedy is sought, from and after the date hereof, the sole and
exclusive remedies with respect to any and all claims relating to the subject matter of this Agreement shall be (i) monetary damages
in accordance with this Section 11, (ii) the remedies set forth in Section 20, and (iii) under the Amended and Restated
Registration Rights Agreement.

 

(e)            Notwithstanding
any other provision of this Agreement, the liability for indemnification of any indemnifying party under this Agreement shall not include
punitive or exemplary damages except to the extent actually awarded pursuant to a third-party claim.

 

Section 12. Survival. The representations
and warranties of the Company and the Purchaser contained in this Agreement shall survive the Initial Closing and the Subsequent Closing,
as applicable, until the date that is twelve (12) months after the Subsequent Closing. All agreements and covenants in this Agreement
to be performed prior to the Subsequent Closing shall survive the Subsequent Closing until the date that is twelve (12) months after the
Subsequent Closing; each other agreement and covenant shall survive the Subsequent Closing until the earlier of its fulfilment and the
expiration of the statute of limitations applicable thereto (except to the extent expressly provided in this Agreement).

 

Section 13. Notices. All notices, communications
and deliveries required or permitted by this Agreement shall be made in writing signed by the party making the same, shall specify the
Section of this Agreement pursuant to which it is given or being made and shall be deemed given or made (i) on the date delivered
if delivered in person, (ii) on the third (3rd) Business Day after it is mailed if mailed by registered or certified mail
(return receipt requested) (with postage and other fees prepaid); (iii) on the date of confirmation of receipt (or the first Business
Day following such receipt if the date of such receipt is not a Business Day) of transmission by email; or (iv) on the day after
it is delivered, prepaid, to an overnight express delivery service that confirms to the sender delivery on such day, as follows:

 

(a)            if
to the Purchaser, at:

 

RJB Partners LLC 

[***]

 

with a copy (which shall not constitute notice) to:

 

Sullivan and Cromwell LLP 

1888 Century Park East, Suite 2100 

Los Angeles, CA 90067 

Attention: Alison S. Ressler 

Email: resslera@sullcrom.com

 

    	 	26	 

     

    

 

(b)            if
to the Company, at:

 

Blue Apron Holdings, Inc.

28 Liberty Street

New York, NY 10005

Attention: Chief Executive Officer

Email: legalnotices@blueapron.com

 

with copies (which shall not constitute notice) to:

 

Blue Apron Holdings, Inc.

28 Liberty Street

New York, NY 10005

Attention: General Counsel

Email: meredith.deutsch@blueapron.com

 

Wilmer Cutler Pickering Hale and Dorr LLP 

60 State Street

Boston, MA 02109

Attention: David A. Westenberg, Esq.

Email: David.Westenberg@wilmerhale.com

 

or to such other representative or at such other address of a party
as such party hereto may furnish to the other parties in writing in accordance with this Section 13. If notice is given pursuant
to this Section 13 of any assignment to a permitted successor or assign of a party hereto, the notice shall be given as set forth
above to such successor or permitted assign of such party.

 

Section 14. Assignment. This Agreement
may not be assigned without the prior written consent of each of the parties hereto; provided, that, the Purchaser may, without
the prior written consent of the Company, assign any and all of its rights and obligations under this Agreement to (a) Long Live
Bruce, LLC, a Delaware limited liability company, or (b) one or more of its Affiliates under common control; provided, that,
(i) any such assignment pursuant to clauses (a) or (b) of this Section 14 shall not relieve the Purchaser of any of
its primary liability for its obligations hereunder or enlarge, alter or change any obligation of the Company or due to the Purchaser
hereunder and (ii) the Purchaser shall give written notice to the Company of any such assignment pursuant to clauses (a) or
(b) of this Section 14 promptly following such assignment. This Agreement will be binding upon, and will inure to the benefit
of and be enforceable by, the parties hereto and their respective successors and assigns.

 

Section 15. Entire Agreement. This
Agreement and the Amended and Restated Registration Rights Agreement embody the entire agreement and understanding between the parties
hereto in respect of the subject matter contained herein and therein. There are no restrictions, promises, warranties, or undertakings,
other than those set forth or referred to herein or therein, with respect to the standby purchase commitments or the registration rights
granted by the Company with respect to the PIPE Shares. This Agreement supersedes all prior agreements and understandings between the
parties with respect to the subject matter of this Agreement.

 

    	 	27	 

     

    

 

Section 16. Governing Law. This Agreement
shall be governed by and construed in accordance with the internal laws of the State of New York (other than its rules of conflict
of laws to the extent the application of the laws of another jurisdiction would be required thereby).

  

Section 17. Waiver of Jury Trial; Consent
to Jurisdiction. EACH PARTY HEREBY IRREVOCABLY WAIVES, TO THE FULLEST EXTENT PERMITTED BY APPLICABLE LAW, ANY AND ALL RIGHT TO TRIAL
BY JURY IN ANY LEGAL PROCEEDING ARISING OUT OF OR RELATING TO THIS AGREEMENT OR THE TRANSACTIONS CONTEMPLATED HEREBY. EACH PARTY HEREBY
IRREVOCABLY SUBMITS TO THE EXCLUSIVE JURISDICTION OF THE COURT OF CHANCERY OF THE STATE OF DELAWARE FOR THE ADJUDICATION OF ANY DISPUTE
HEREUNDER OR IN CONNECTION WITH ANY TRANSACTION CONTEMPLATED HEREBY, AND HEREBY IRREVOCABLY WAIVES, AND AGREES NOT TO ASSERT IN ANY SUIT,
ACTION OR PROCEEDING, ANY CLAIM THAT IT IS NOT PERSONALLY SUBJECT TO THE JURISDICTION OF ANY SUCH COURT, THAT SUCH SUIT, ACTION OR PROCEEDING
IS BROUGHT IN AN INCONVENIENT FORUM OR THAT THE VENUE OF SUCH SUIT, ACTION OR PROCEEDING IS IMPROPER. EACH PARTY HEREBY IRREVOCABLY WAIVES
PERSONAL SERVICE OF PROCESS AND CONSENTS TO PROCESS BEING SERVED IN ANY SUCH SUIT, ACTION OR PROCEEDING BY MAILING A COPY THEREOF (CERTIFIED
OR REGISTERED MAIL, RETURN RECEIPT REQUESTED) TO SUCH PARTY AT THE ADDRESS IN EFFECT FOR NOTICES TO IT UNDER THIS AGREEMENT AND AGREES
THAT SUCH SERVICE SHALL CONSTITUTE GOOD AND SUFFICIENT SERVICE OF PROCESS AND NOTICE THEREOF. NOTHING CONTAINED HEREIN SHALL BE DEEMED
TO LIMIT IN ANY WAY ANY RIGHT TO SERVE PROCESS IN ANY MANNER PERMITTED BY LAW.

 

Section 18. Severability. If any provision
of this Agreement or the application thereof to any person or circumstances is determined by a court of competent jurisdiction to be invalid,
void or unenforceable, the remaining provisions hereof, or the application of such provision to persons or circumstances other than those
as to which it has been held invalid or unenforceable, shall remain in full force and effect and shall in no way be affected, impaired
or invalidated thereby. Upon such determination, the parties shall negotiate in good faith in an effort to agree upon a suitable and equitable
substitute provision to effect the original intent of the parties.

 

Section 19. Prior Purchase Agreements.

 

(a)            Each
party hereby agrees that the September 2021 Purchase Agreement is hereby amended to delete in its entirety Section 6(b)(ii) thereof
and Section 6(j) thereof shall be amended and restated as set forth in Section 19(b) below, and that the February 2022
Purchase Agreement is hereby amended to delete in its entirety Section 6(a) thereof. Each party further agrees to waive and
release the other party from any and all known and unknown claims that such party may have against the other party relating to any rights
granted to such party under Section 6(b)(ii) and under Section 6(j) of the September 2021 Purchase Agreement
and under Section 6(a) of the February 2022 Purchase Agreement. Except as set forth this Section 19, the other terms
and conditions of the September 2021 Purchase Agreement and the February 2022 Purchase Agreement shall remain in full force
and effect.

 

    	 	28	 

     

    

 

(b)            “The
Company covenants to use proceeds from the Rights Offering and the issuance and sale of the PIPE Securities and the Backstopped Securities
for working capital, capital expenditures and general corporate purposes (including, without limitation, marketing, new product development
and potential environmental, social and corporate governance initiatives identified by the Company); provided further that, for the avoidance
of doubt, nothing in this Agreement (including, but not limited to, this section) shall restrict the ability of the Company to repay any
indebtedness under the Existing Financing Agreement (including any outstanding principal balance, any accrued and unpaid interest, and
any fees and expenses owed in connection therewith).”

  

Section 20. Specific Performance. Each
party acknowledges and agrees that each party hereto will be irreparably damaged in the event any of the provisions of this Agreement
are not performed by the parties in accordance with their specific terms or are otherwise breached. Accordingly, it is agreed that each
of the Company and the Purchaser, to the extent entitled to the benefit of the provisions hereof, shall be entitled to an injunction or
injunctions to prevent breaches of this Agreement, and to enforce specifically this Agreement and its terms and provisions in any action
instituted in any court of the United States or any state having subject matter jurisdiction. Each party agrees that it will not oppose
the granting of such injunction, specific performance and other equitable relief on the basis that the other party has an adequate remedy
at law.

 

Section 21. Fees and Expenses. The
Company shall, contingent upon and reasonably promptly following the Subsequent Closing, pay the professional fees, costs and expenses
of outside counsel incurred by the Purchaser and its Affiliates in connection with the negotiation, preparation and consummation of the
transactions contemplated hereunder, in an amount not to exceed, in the aggregate, $75,000.

 

Section 22. Miscellaneous.

 

(a)            The
Company shall not after the date of this Agreement take any action or enter into any agreement with respect to its securities which is
inconsistent with or violates the rights granted to the Purchaser in this Agreement.

 

(b)            The
headings in this Agreement are for purposes of reference only and shall not limit or otherwise affect the meaning of this Agreement.

 

(c)            Whenever
the words “include”, “includes” or “including” are used in this Agreement, they shall be deemed to
be followed by the words “without limitation.”

 

(d)            The
parties have participated jointly in negotiating and drafting this Agreement. In the event that an ambiguity or a question of intent or
interpretation arises, this Agreement shall be construed as if drafted jointly by the parties, and no presumption or burden of proof shall
arise favoring or disfavoring any party by virtue of the authorship of any provision of this Agreement.

 

(e)            This
Agreement may be executed in any number of counterparts, each of which shall be deemed to be an original, but all of which, when taken
together, shall constitute one and the same instrument.

 

[Remainder of this page intentionally
left blank.]

 

    	 	29	 

     

    

 

IN WITNESS WHEREOF, the parties have caused this
Agreement to be duly executed and delivered as of the date first above written.

 

	 	BLUE APRON HOLDINGS, INC.
	 	 
	 	By:	/s/ Linda Findley
	 	Name:	Linda Findley
	 	Title:	President and Chief Executive Officer
	 	 
	 	 
	 	RJB PARTNERS LLC
	 	 
	 	By:	/s/ Joseph Sanberg
	 	Name: 	Joseph Sanberg
	 	Title:	Managing Member

 

     

     

    

 

Annex A

 

Form of Amended and Restated Registration
Rights Agreement

 

    	 	Annex A-1	 

     

    

 

Annex B

 

PURCHASER AND AFFILIATE OWNERSHIP

 

	Person	Company securities beneficially owned as of the date of this Agreement
	RJB Partners LLC	
    6,719,926 shares of Class A Common Stock

     

    20,690,374 warrants to purchase 0.8 shares of Class A Common Stock

     

    21,002,874 warrants to purchase 0.4 shares of Class A Common Stock

     

    21,002,874 warrants to purchase 0.2 shares of Class A Common Stock

     

	Joe Sanberg	214,293 shares of Class A Common Stock
	Aspiration Growth Opportunities II GP, LLC	1,250 shares of Class A Common StockExhibit 10.2

 

PURCHASE AGREEMENT

  

PURCHASE AGREEMENT (this “Agreement”)
dated as of April 29, 2022, by and between Blue Apron Holdings, Inc., a Delaware corporation (the “Company”)
and Linda Findley (the “Purchaser”).

 

W I T N E S S E T H:

 

WHEREAS, the Company agrees to sell to Purchaser,
and the Purchaser has agreed to so purchase, at the Closing (as defined below), for an aggregate purchase price of $500,000, 41,666 shares
of Class A Common Stock (the “PIPE Shares”), at a per share price of $12.00 (such transaction, the “PIPE”);
and

 

WHEREAS, the Company has agreed to grant the Purchaser
(including any of its permitted assignees) certain registration rights with respect to the PIPE Shares purchased by the Purchaser pursuant
to this Agreement, in the form attached hereto as Annex A (the “Registration Rights Agreement”).

 

NOW, THEREFORE, in consideration of the foregoing
and the mutual covenants herein contained, the parties hereto hereby agree as follows:

 

Section 1. Certain Other Definitions.
The following terms used herein shall have the meanings set forth below:

 

“144 Determination” shall have
the meaning set forth in Section 6(d) hereof.

 

“Affiliate” of a Person shall
mean any Person that directly, or indirectly through one or more intermediaries, Controls, or is Controlled by, or is under common Control
with, such other Person; for the purposes of this Agreement, the Company or its subsidiaries shall not be deemed to be an Affiliate of
the Purchaser.

 

“Affiliate Transferee” shall
have the meaning set forth in Section 8(a) hereof.

 

“Agreement” shall have the meaning
set forth in the preamble hereof.

 

“Board” shall mean the board
of directors of the Company.

 

“Business Day” shall mean any
day that is not a Saturday, a Sunday or a day on which banks are required or permitted to be closed in the State of New York.

 

“Bylaws” shall mean the Company’s
Amended and Restated By-Laws, as amended to date, as the same may be further amended and/or restated from time to time.

 

“Capitalization Date” shall
mean April 15, 2022.

 

“Charter” shall mean the Company’s
Restated Certificate of Incorporation, as amended to date, as the same may be further amended and/or restated from time to time.

 

“Class A Common Stock”
shall mean the Class A common stock, par value $0.0001 per share, of the Company.

 

    

     

    

 

“Class B Common Stock”
shall mean the Class B common stock, par value $0.0001 per share, of the Company.

 

“Class C Capital Stock”
shall mean the Class C capital stock, par value $0.0001 per share, of the Company.

 

“Closing” shall mean the closing
of the PIPE pursuant to Section 2 hereof, which shall be held at 10:00 a.m. on the Closing Date at the offices of Wilmer Cutler
Pickering Hale and Dorr LLP located at 7 World Trade Center, 250 Greenwich Street, New York, NY 10007, or such other time and place as
may be agreed to by the parties hereto.

 

“Closing Date” shall mean the
date of this Agreement.

 

“Code” shall mean the Internal
Revenue Code of 1986, as amended.

 

“Commission” shall mean the
United States Securities and Exchange Commission, or any successor agency thereto.

 

“Company” shall have the meaning
set forth in the preamble hereof.

 

“Company Indemnified Persons”
shall have the meaning set forth in Section 11(b) hereof.

 

“Company SEC Documents” shall
mean all required reports, schedules, forms, statements and other documents (including exhibits and all other information incorporated
therein) required to be filed by the Company under the Securities Act or the Exchange Act, and any required amendments to any of the foregoing,
with the Commission.

 

“Control” (including the terms
 “controlling,” “controlled by” and “under common control with”) shall mean the possession, direct
or indirect, of the power to direct or cause the direction of the management and policies of a person, whether through the ownership of
voting securities, by contract, or otherwise.

 

“Equity Incentive Plan” shall
have the meaning set forth in Section 3(c) hereof.

 

“Exchange Act” shall mean the
Securities Exchange Act of 1934, as amended, and the rules and regulations promulgated by the Commission thereunder.

 

“Fraud” shall mean intentional
fraud (with scienter) under Delaware common law by a Person with respect to the making of the representations and warranties in this Agreement.

 

“Indemnified Losses” shall have
the meaning set forth in Section 11(a) hereof.

 

“Indemnified Persons” shall
have the meaning set forth in Section 11(b) hereof.

 

“LLC Subsidiary” shall mean
Blue Apron, LLC, a Delaware limited liability company.

 

    	 	2	 

     

    

 

“Material Adverse Effect” shall
mean any change, development, circumstance, fact or effect that, individually or taken together with any other changes, developments,
circumstances, facts or effects is, or would reasonably be expected to be, materially adverse to the condition (financial or otherwise),
assets, liabilities (contingent or otherwise), business operations or results of operations of the Company and its Subsidiaries (taken
as a whole); provided, however, that no change, development, circumstance, fact or effect that resulted directly or indirectly
from the following shall be deemed to constitute or be taken into account in determining whether a Material Adverse Effect has occurred:
(i) any change in the United States or foreign economies or securities or financial markets in general that does not have a disproportionate
effect on the Company and its Subsidiaries (taken as a whole) relative to other participants in the industries in which the Company and
its Subsidiaries conduct their respective businesses; (ii) any change that generally affects the industry in which the Company and
its Subsidiaries operate that does not have a disproportionate effect on the Company and its Subsidiaries (taken as a whole) relative
to other participants in the industries in which the Company and its Subsidiaries conduct their respective businesses; (iii) any
change arising in connection with natural disasters, hostilities, acts of war, sabotage or terrorism or military actions that does not
have a disproportionate effect on the Company and its Subsidiaries (taken as a whole) relative to other participants in the industries
in which the Company and its Subsidiaries conduct their respective businesses; (iv) the effect of any changes in applicable laws
or accounting rules after the date of this Agreement that does not have a disproportionate effect on the Company and its Subsidiaries
(taken as a whole) relative to other participants in the industries in which the Company and its Subsidiaries conduct their respective
businesses; (v) the effect of any natural or man-made disaster or acts of God and any national or global communicable disease outbreak,
epidemic or pandemic or other national or international disaster or calamity, or any governmental response to any of the foregoing that
does not have a disproportionate effect on the Company and its Subsidiaries (taken as a whole) relative to other participants in the industries
in which the Company and its Subsidiaries conduct their respective businesses; (vi) any failure by the Company to meet any internal,
third-party or public projections or forecasts, budgets or estimates of revenues, earnings or other financial measures or results of operations
for any period; provided that the exception in this clause (vi) shall not prevent or otherwise affect a determination that
the facts underlying any such effect has resulted in, or contributed to, or would reasonably be expected to result in, or contribute to,
a Material Adverse Effect; (vii) a change in the market price, or change in trading volume, of the shares of Class A Common
Stock on the New York Stock Exchange; provided that the exception in this clause (vii) shall not prevent or otherwise affect
a determination that the facts underlying any such effect has resulted in, or contributed to, or would reasonably be expected to result
in, or contribute to, a Material Adverse Effect; or (viii) the announcement, pendency or consummation of the transactions contemplated
by this Agreement.

 

“New Financing Agreement” means
that certain Note Purchase and Guarantee Agreement to be entered into by and among the Company, Bank of New York Mellon and each of the
purchasers specified therein.

 

“Person” shall mean an individual,
corporation, partnership, association, joint stock company, limited liability company, joint venture, trust, governmental entity, unincorporated
organization or other legal entity.

 

“PIPE” shall have the meaning
set forth in the recitals hereof.

 

    	 	3	 

     

    

 

“PIPE Shares” shall have the
meaning set forth in the recitals hereof.

  

“Purchaser” shall have the meaning
set forth in the preamble hereof.

 

“Purchaser Indemnified Persons”
shall have the meaning set forth in Section 11(a) hereof.

 

“Registrable Securities” shall
have the meaning set forth in Section 6(d) hereof.

 

“Registration Rights Agreement”
shall have the meaning set forth in the recitals hereof.

 

“Representative” shall mean,
for a party, such party’s and its affiliates’ respective directors, officers, employees, agents and legal, accounting and
financial advisors.

 

“Securities Act” shall mean
the Securities Act of 1933, as amended, and the rules and regulations promulgated by the Commission thereunder.

 

“Shelf Registration Statement”
shall have the meaning set forth in Section 6(d) hereof.

 

“Subsidiary” of a Person shall
mean, with respect to such Person, any corporation, partnership or other legal entity of which such Person (either alone or through or
together with any other Subsidiary), owns, directly or indirectly, more than 50% of the stock or other equity interests, has the power
to elect a majority of the board of directors or similar governing body, or has Control.

 

“Transfer” shall have the meaning
set forth in Section 8(a) hereof.

 

Section 2. Closing.

 

(a)            Purchase.

 

(i)            The
Purchaser hereby agrees, subject to the satisfaction or waiver of the applicable conditions set forth in Section 7, to purchase from
the Company, and the Company hereby agrees, subject to the satisfaction or waiver of the applicable conditions set forth in Section 7,
to sell to the Purchaser at the Closing, the PIPE Shares, for an aggregate purchase price equal to $500,000.

 

(ii)            Payment
for the PIPE Shares shall be made in full, on the Closing Date, against delivery of certificates (including in book-entry format) evidencing
the PIPE Shares, in United States dollars by means of wire transfer of immediately available funds to the order of the Company, to the
account or accounts designated by the Company in writing prior to the Closing.

 

(b)            Deliveries
at Closing.

 

(i)            At
the Closing, the Company shall deliver or cause to be delivered to the Purchaser evidence of the issuance (including in electronic book-entry
format) of the PIPE Shares issued to the Purchaser pursuant to Section 2(a) hereof.

 

    	 	4	 

     

    

 

(ii)            At
the Closing, the Purchaser shall deliver or cause to be delivered to the Company payment in cash, by wire transfer of immediately available
funds, of the aggregate purchase price of the PIPE Shares purchased by the Purchaser pursuant to Section 2(a) hereof.

 

Section 3. Representations and Warranties
of the Company. The Company represents and warrants to the Purchaser (it being acknowledged and agreed that each representation and
warranty (other than the representations and warranties set forth in Sections 3(a), 3(b), 3(c), 3(d), 3(e), 3(f) and 3(h)) is qualified
by and subject to the information set forth in any Company SEC Documents filed after January 1, 2022 and prior to the execution of
this Agreement, but excluding any disclosures set forth in any risk factors section or in any other section, in each case to the extent
they are forward-looking statements or cautionary, predictive or forward-looking in nature) as of the date hereof and as of the Closing
Date, except to the extent such representations and warranties are specifically made as of a particular date (in which case such representations
and warranties will be true and correct as of such date) as follows:

 

(a)            Each
of the Company and its Subsidiaries is duly organized, validly existing and in good standing under the laws of its respective jurisdiction
of incorporation or formation and has all requisite power and authority to own its property and assets and to carry on its business as
now conducted, except, in the case of Subsidiaries of the Company, to the extent that the failure to be in good standing would not reasonably
be expected to have a Material Adverse Effect or prevent the consummation of the transactions contemplated hereby.

 

(b)            The
Company has all corporate power and authority to execute and deliver this Agreement and the Registration Rights Agreement to perform its
obligations hereunder and thereunder and to consummate the transactions contemplated hereby and thereby. This Agreement has been, and
at the Closing, the Registration Rights Agreement will be, duly and validly authorized, executed and delivered by the Company and constitute
binding obligations of the Company enforceable against it in accordance with their respective terms, subject to (i) applicable bankruptcy,
insolvency, fraudulent conveyance, reorganization, moratorium and similar laws affecting creditors’ rights and remedies generally;
(ii) as to enforceability, general principles of equity, including principles of commercial reasonableness, good faith and fair dealing
(regardless of whether enforcement is sought in a proceeding at law or in equity); and (iii) as to any indemnity or contribution
provision, federal or state securities laws or considerations of public policy.

 

(c)            The
authorized capital of the Company consists of (i) 1,500,000,000 shares of Class A Common Stock, of which (A) 32,660,603
shares were issued and outstanding as of the Capitalization Date, (B) 11,656,016 shares are reserved for issuance upon exercise of
outstanding warrants as of the Capitalization Date, (C) 3,052,008 shares are reserved for issuance upon exercise of options and upon
vesting of other awards granted under the Company’s stock option and incentive plans as of the Capitalization Date, and (D) 1,892,079
shares are available for future issuance under the Company’s 2017 Equity Incentive Plan (the “Equity Incentive Plan”)
as of the Capitalization Date; (ii) 175,000,000 shares of Class B Common Stock, none of which was issued and outstanding as
of the Capitalization Date; (iii) 500,000,000 shares of Class C Capital Stock, none of which was issued and outstanding as of
the Capitalization Date; and (iv) 10,000,000 shares of preferred stock, par value $0.0001 per share, none of which was issued and
outstanding as of the Capitalization Date. Except as set forth in the preceding sentence or as contemplated by this Agreement, there are
no other shares of capital stock issued and outstanding or securities convertible into or exchangeable for shares of capital stock of
the Company. Each of the outstanding shares of capital stock or other securities of the Company and its Subsidiaries have been duly authorized
and are validly issued, fully paid and nonassessable, and, in the case of shares of capital stock of the Company’s Subsidiaries,
are owned directly or indirectly by the Company. The Company does not have outstanding any bonds, debentures, notes or other obligations
the holders of which have the right to vote (or convertible into or exercisable for securities having the right to vote) with the stockholders
of the Company on any matter.

 

    	 	5	 

     

    

 

(d)            All
of the PIPE Shares will have been duly authorized for issuance prior to the Closing. All of the PIPE Shares, when issued and delivered
by the Company against payment therefor as provided in this Agreement, will be validly issued, fully paid and non-assessable. None of
the PIPE Shares will have been issued in violation of the preemptive rights of any security holders of the Company arising as a matter
of law or under or pursuant to the Charter, the Bylaws, or any agreement or instrument to which the Company is a party or by which it
is bound.

 

(e)            No
consent, approval, authorization, order, registration, notice, filing, recording or qualification of or with any court or governmental
agency or body having jurisdiction over the Company or any of its Subsidiaries or any of their properties is required for the execution
and delivery by the Company of this Agreement or the Registration Rights Agreement, the performance by the Company of its obligations
hereunder or thereunder or the consummation of the transactions contemplated hereby or thereby, except: (i) under the Securities
Act and the Exchange Act, (ii) as required to be made with the New York Stock Exchange, (iii) such consents, approvals, authorizations,
registrations or qualifications as may be required under state securities or “blue sky” laws, and (iv) such consents,
approvals, authorizations, registrations or qualifications, the absence of which would not reasonably be expected to have a Material Adverse
Effect or prevent the consummation of the transactions contemplated hereby.

 

(f)            The
execution and delivery by the Company of this Agreement and the Registration Rights Agreement and compliance by the Company with all of
the provisions hereof and thereof and the consummation of the transactions contemplated hereby and thereby: (i) will not violate
of the provisions of the Charter or Bylaws or comparable organizational documents of the Company or any of its Subsidiaries, (ii) assuming
the compliance with the matters set forth in Section 3(e), will not violate any statute or any order, rule or regulation of
any court or governmental agency or body having jurisdiction over the Company or any of its Subsidiaries or any of their properties or
(iii) will not result in any default in the performance or observance of any obligation, agreement, covenant or condition contained
in any indenture, mortgage, deed of trust, loan agreement, lease or other agreement or instrument to which the Company or any of its Subsidiaries
is a party or by which any of the properties of the Company or any of its Subsidiaries may be bound, except, in the case of clauses (ii) and
(iii), for such violations or defaults as would not, individually or in the aggregate, reasonably be expected to have a Material Adverse
Effect or prevent, materially delay or materially impair the consummation of the transactions contemplated hereby.

 

    	 	6	 

     

    

 

(g)            Neither
the Company nor any of its Subsidiaries is (i) in violation of its Charter or Bylaws or similar organizational documents, (ii) in
violation of any statute or any order, rule or regulation of any court or governmental agency or body having jurisdiction over the
Company or any of its Subsidiaries or any of their properties or (iii) in default in the performance or observance of any material
obligation, agreement, covenant or condition contained in any indenture, mortgage, deed of trust, loan agreement, lease or other agreement
or instrument to which it is a party or by which it or any of its properties may be bound, except, in the case of clauses (ii) and
(iii), for such violations or defaults as would not, individually or in the aggregate, reasonably be expected to have a Material Adverse
Effect or prevent the consummation of the transactions contemplated hereby.

 

(h)            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 under the Securities Act) in connection with the offer and sale of the PIPE
Shares. Assuming the accuracy of the Purchaser’s representations and warranties, none of the Company, any of its Affiliates, and
any Person acting on their behalf has, directly or indirectly, made any offers or sales of any securities or solicited any offers to buy
any securities, under circumstances that would require registration of the issuance of the PIPE Shares, whether through integration with
prior offerings or otherwise.

 

Section 4. Representations and Warranties
of the Purchaser. The Purchaser represents and warrants to the Company as of the date hereof and as of the Closing as follows:

 

(a)            The
Purchaser has all requisite power and authority and capacity to execute and deliver this Agreement and the Registration Rights Agreement
and to perform her respective obligations hereunder and thereunder and to consummate the transactions contemplated hereby and thereby.
This Agreement and the Registration Rights Agreement have been or, in the case of the Registration Rights Agreement, will be at the Closing
duly and validly authorized, executed and delivered by the Purchaser and constitute a binding obligation of the Purchaser, enforceable
against her in accordance with their respective terms, subject to (i) applicable bankruptcy, insolvency, fraudulent conveyance, reorganization,
moratorium and similar laws affecting creditors’ rights and remedies generally; (ii) as to enforceability, general principles
of equity, including principles of commercial reasonableness, good faith and fair dealing (regardless of whether enforcement is sought
in a proceeding at law or in equity); and (iii) as to any indemnity or contribution provision, federal or state securities laws or
considerations of public policy.

 

(b)            The
Purchaser is an “accredited investor” within the meaning of Rule 501(a) under the Securities Act and is knowledgeable,
sophisticated and experienced in business and financial matters that are necessary to evaluate the risks and merits of an investment in
the PIPE Shares. The Purchaser is acquiring the PIPE Shares for investment for her own account, with no present intention of dividing
her participation with others or reselling or otherwise distributing the same in violation of the Securities Act or any applicable state
securities laws. The Purchaser does not presently have any contract, undertaking, agreement or arrangement with any Person to sell (excluding
any pledge), transfer or grant participations to such Person or to any third person, with respect to any of the PIPE Shares.

 

    	 	7	 

     

    

 

(c)            The
Purchaser understands and acknowledges that: (i) other than pursuant to the Registration Rights Agreement and as set forth in this
Agreement, the resale of any PIPE Shares has not been and is not being registered under the Securities Act or any applicable state securities
laws, and the PIPE Shares may not be sold or otherwise transferred unless (a) such securities are sold or transferred pursuant to
an effective registration statement under the Securities Act, (b) at the Company’s request, the Purchaser shall have delivered
to the Company an opinion of counsel (which opinion shall be in form, substance and scope reasonably satisfactory to the Company’s
counsel) to the effect that such securities to be sold or transferred may be sold or transferred pursuant to an exemption from such registration,
or (c) such securities are sold pursuant to Rule 144 promulgated under the Securities Act; (ii) any sale of any PIPE Shares
made in reliance on Rule 144 under the Securities Act may be made only in accordance with the terms of such Rule; and (iii) except
as may be set forth in the Registration Rights Agreement or this Agreement, neither the Company nor any other Person is under any obligation
to register such PIPE Shares under the Securities Act or any state securities laws or to comply with the terms and conditions of any exemption
thereunder. The Purchaser acknowledges that an appropriate restrictive legend will be placed on the certificate or certificates (including
in book-entry format) representing the PIPE Shares.

  

(d)            The
Purchaser acknowledges and affirms that the PIPE Shares will be issued in a private placement in reliance upon exemptions contained in
the Securities Act, rules and regulations promulgated thereunder, or interpretations thereof and in the applicable state securities
laws.

 

(e)            At
the Closing, the Purchaser will have liquid, legally available cash on hand sufficient to consummate the Closing in accordance with the
terms and conditions of this Agreement. The Purchaser is able to bear the financial risk of her investment in the PIPE Shares, has no
need for liquidity with respect to her investment therein, and has adequate means for providing for her current needs and contingencies.

 

(f)            The
Purchaser has been given the opportunity to conduct a due diligence review of the Company and has been afforded access to information
about the Company and its financial condition and business sufficient to enable the Purchaser to evaluate her investment in the PIPE Shares.
Other than the representations and warranties set forth in Section 3, the Purchaser acknowledges and agrees that the Company is not
making any other representations or warranties, express or implied, regarding the PIPE Shares, or any other matter contemplated by this
Agreement. The Purchaser hereby disclaims any other express or implied representations or warranties, and the Purchaser is not relying
on, and will not assert any claim against, the Company, its Affiliates or any of their respective employees, directors, agents, stockholders
or representatives or hold the Company or any such Persons liable with respect to any statements, information or representations or warranties,
except with respect to the representations and warranties expressly contained in Section 3 in accordance with the terms of this Agreement.
Notwithstanding anything in this Agreement to the contrary, nothing in this Agreement shall limit the Purchaser’s remedies with
respect to claims of Fraud.

 

(g)            As
of the date hereof, the Purchaser and her Affiliates are the beneficial owners of only the securities of the Company set forth adjacent
to such Person’s name on Annex  B hereto.

 

    	 	8	 

     

    

 

Section 5. [Reserved].

 

Section 6. Covenants.

 

(a)            Listing.
The Company shall cause the PIPE Shares to be authorized for listing on the New York Stock Exchange at or prior to the Closing.

 

(b)            Registration
Rights. At or prior to the Closing, the Company and the Purchaser shall enter into the Registration Rights Agreement in the form attached
as Annex A.

 

(c)            Stabilization.
In connection with the transactions contemplated hereby, the Purchaser will not take, and will not permit any of her respective Affiliates
to take, in each case directly or indirectly, any action designed to or that would reasonably be expected to cause or result in any stabilization
or manipulation of the price of the Class A Common Stock in violation of Regulation M under the Exchange Act.

 

(d)            Registration
Rights. Within thirty (30) days of the date requested by the Purchaser or on such other date as mutually agreed by the Company and
the Purchaser, the Company shall prepare and file with the Commission a registration statement (the “Shelf Registration Statement”)
relating to a “shelf” offering in accordance with Rule 415 of the Securities Act, or any similar rule that may be
adopted by the Commission, which covers all of the PIPE Shares or any other common equity securities of the Company issued as a dividend
or distribution with respect to, or in exchange for or in replacement of, the PIPE Shares held by the Purchaser (the “Registrable
Securities”), on an appropriate form under the Securities Act, and all amendments and supplements to such registration statement,
including post-effective amendments, in each case including the prospectus contained therein and all exhibits thereto. Prior to filing
the Shelf Registration Statement and any amendments thereto with the Commission, the Company shall provide drafts thereof to the Purchaser
and her respective counsel and the Purchaser and her respective counsel shall be given a reasonable opportunity to review and comment
upon such Shelf Registration Statement. The Shelf Registration Statement, in the form in which it becomes effective, will conform in all
material respects with the requirements of the Securities Act and the rules and regulations of the Commission thereunder and will
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 the light of the circumstances under which they were made, not misleading. The Purchaser agrees, severally
but not jointly, to furnish to the Company all information with respect to the Purchaser required to be included in the Shelf Registration
Statement and any other information necessary to make any such information previously furnished to the Company by the Purchaser not misleading.
The Company shall use commercially reasonable efforts to cause the Shelf Registration Statement to be declared effective under the Securities
Act as promptly as possible after the filing thereof, but in any event no later than sixty (60) days after the Shelf Registration Statement
is filed pursuant to this Section 6(d), and shall use commercially reasonable efforts to keep such Shelf Registration Statement continuously
effective under the Securities Act until, subject to the Registration Rights Agreement, the date that all Registrable Securities covered
by such Shelf Registration Statement (i) have been sold, thereunder or pursuant to Rule 144 under the Securities Act, or (ii) may
be sold without volume or manner-of-sale restrictions pursuant to Rule 144 and without the requirement for the Company to be in compliance
with the current public information requirement under Rule 144, as determined by counsel to the Company pursuant to a written opinion
letter to such effect (and the Purchaser shall provide any information reasonably requested by the Company or its counsel in connection
with such determination), addressed and reasonably acceptable to the Company’s transfer agent and the Purchaser (the “144
Determination”); provided that, for all purposes hereunder “Registrable Securities” shall be deemed to not
include any PIPE Shares beneficially owned by a Purchaser for which there has been a 144 Determination with respect to such securities.

 

    	 	9	 

     

    

 

(e)            Purchaser
Covenants. Notwithstanding anything else contained in this Agreement, following the Closing Date and until such date that no indebtedness
remains outstanding under the New Financing Agreement or any refinancing indebtedness thereof, the Purchaser shall not consummate any
transaction or series of transactions, including the exercise of any warrant, option or other derivative securities, which would result
in a “Change in Control” under the New Financing Agreement without the prior written consent of the Company.

 

(f)            The
Company covenants that it shall exercise commercially reasonable efforts to submit to Purchaser and the Internal Revenue Service within
twenty (20) Business Days after the Purchaser’s written request therefor, such information (to the extent within the Company’s
possession) as may be reasonably required under Section 1202(d)(1)(C) of the Code and the regulations promulgated thereunder.

 

(g)            [Reserved.]

 

(h)            The
Purchaser and the Company shall agree on a mutually acceptable press release announcing the transactions contemplated hereby, which press
release shall be mutually acceptable to each of Purchaser and the Company.

 

Section 7. Conditions to Closing.

 

(a)            The
obligation of the Purchaser to consummate the transactions contemplated hereby is subject to the fulfillment, prior to or on the Closing
Date, of the following conditions:

 

(i)            The
representations and warranties of the Company in Section 3(a) shall be true and correct in all material respects as of the date
hereof and as of the Closing Date as if made as of such date. The representations and warranties of the Company in Section 3(b),
Section 3(d) and Section 3(h) shall be true and correct as of the date hereof and as of the Closing Date as if made
as of such date. The representations and warranties of the Company in Section 3(c) shall be true and correct, except for de
minimis inaccuracies, as of the date hereof and as of the Closing Date as if made as of such date (except for representations and
warranties made as of a specified date, which shall be true and correct, except for de minimis inaccuracies, as of such specified
date). All other representations and warranties of the Company in Section 3 shall be true and correct (without giving effect to any
qualification as to materiality or Material Adverse Effect contained therein) as of the date hereof and as of the Closing Date as if made
as of such date (except for representations and warranties made as of a specified date, which shall be true and correct as of such specified
date), except where the failure of such representations and warranties to be true and correct (without giving effect to any qualification
as to materiality or Material Adverse Effect contained therein) would not have a Material Adverse Effect;

 

    	 	10	 

     

    

 

(ii)            The
Company shall have executed and delivered to the Purchaser a duly executed copy of the Registration Rights Agreement; and

 

(iii)            The
Company shall have performed in all material respects all of its obligations hereunder required to be performed by it, and complied with
the covenants hereunder applicable to it in all material respects, at or prior to the Closing.

 

(b)            The
obligation of the Company to consummate the transactions contemplated hereby is subject to the fulfillment, prior to or on the Closing
Date, of the following conditions:

 

(i)            The
representations and warranties of the Purchaser in Section 4 shall be true and correct (without giving effect to any qualification
as to materiality contained therein) as of the date hereof and as of Closing Date as if made as of such date (except for representations
and warranties made as of a specified date, which shall be true and correct as of such specified date), except where the failure of such
representations and warranties to be true and correct (without giving effect to any qualification as to materiality contained therein)
would not reasonably be expected to prevent, materially delay or materially impair the consummation of the transactions contemplated hereby;
and

 

(ii)            The
Purchaser shall have performed in all material respects all of her obligations hereunder required to be performed by her, and complied
with the covenants hereunder applicable to her in all material respects, at or prior to the Closing.

 

(c)            The
obligations of each of the Company and the Purchaser to consummate the transactions contemplated hereby are subject to the fulfillment,
prior to or on the Closing Date, of the following conditions:

 

(i)            No
judgment, injunction, decree or other legal restraint issued by a governmental entity shall prohibit, or have the effect of rendering
unachievable, the consummation of the transactions contemplated hereby; and

 

(ii)            The
PIPE Shares shall have been authorized for listing on the New York Stock Exchange.

 

(d)            Neither
the Company nor the Purchaser may rely on the failure of any condition in this Section 7 to be satisfied if such failure was caused
by such party’s breach of its or her obligations under this Agreement.

 

Section 8. Restrictions on Transfer.

 

(a)            The
Purchaser shall not, and shall ensure that her Affiliates under common control do not, sell, transfer, assign, convey, gift or otherwise
dispose of, directly or indirectly (“Transfer”), any PIPE Shares; provided, however, that the foregoing
shall not restrict in any manner a Transfer of PIPE Shares, (i) to any other person in a private transaction if the Company first
shall have been furnished with an opinion of legal counsel, reasonably satisfactory to the Company, to the effect that such Transfer is
exempt from the registration requirements of the Securities Act, (ii) made in accordance with Rule 144 under the Securities
Act, provided that the Company shall have the right to receive an opinion of legal counsel for the holder, reasonably satisfactory
to the Company, to the effect that such Transfer is exempt from the registration requirements of the Securities Act, prior to the removal
of the legend subject to Rule 144, (iii) made pursuant to a registration statement declared effective by the Commission, or
(iv) pursuant to a tender offer, merger, consolidation, business combination, stock purchase or other similar transaction or series
of related transactions approved by the Board and, if applicable, made to all holders of the Company’s capital stock, provided
that in the event that such tender offer, merger, consolidation, business combination, stock purchase or transaction or series of related
transactions is not completed, the Purchaser’s PIPE Shares shall remain subject to the restrictions set forth herein; provided,
further, that the foregoing shall not restrict in any manner a Transfer of any PIPE Shares by the Purchaser (1) solely to
one or more of her Affiliates under common control, provided that the transferee in each case agrees in writing to be subject to the terms
of this Section 8 (such transferee, an “Affiliate Transferee”) or (2) pursuant to a pledge in connection
with a bona fide financing transaction with a third party. Any purported Transfers of any PIPE Shares in violation of this Section 8
shall be null and void and no right, title or interest in or to such PIPE Shares issuable upon exercise thereof shall be Transferred to
the purported transferee, buyer, donee or assignee. The Company will not give, and will not permit the Company’s transfer agent
to give, any effect to such void purported Transfer in its stock records.

 

    	 	11	 

     

    

 

(b)            Restrictive
Legends. The Purchaser acknowledges and agrees that the PIPE Shares will bear a legend substantially similar to the legend set forth
below in addition to any other legend that may be required by applicable law or by any agreement between the Company and the Purchaser.
The legend may be removed pursuant to Section 8(a)(iii) and Section 8(a)(iv) as provided above.

 

THE SECURITIES REPRESENTED BY THIS CERTIFICATE
HAVE NOT BEEN REGISTERED UNDER THE SECURITIES ACT OF 1933, AS AMENDED, OR REGISTERED AND/OR QUALIFIED UNDER ANY STATE SECURITIES LAWS.
THE SECURITIES REPRESENTED BY THIS CERTIFICATE MAY NOT BE TRANSFERRED EXCEPT (A) PURSUANT TO AN EFFECTIVE REGISTRATION STATEMENT
UNDER THE SECURITIES ACT OF 1933, AS AMENDED, AND REGISTRATION AND/OR QUALIFICATION UNDER APPLICABLE STATE SECURITIES LAWS, (B) IN
A TRANSACTION WHICH IS EXEMPT FROM REGISTRATION UNDER THE SECURITIES ACT OF 1933, AS AMENDED, AND REGISTRATION AND/OR QUALIFICATION UNDER
APPLICABLE STATE SECURITIES LAWS PROVIDED THAT AT THE ISSUER’S REQUEST, THE TRANSFEROR THEREOF SHALL HAVE DELIVERED TO THE ISSUER
AN OPINION OF COUNSEL (WHICH OPINION SHALL BE IN FORM, SUBSTANCE AND SCOPE REASONABLY SATISFACTORY TO THE ISSUER) TO THE EFFECT THAT SUCH
SECURITIES MAY BE SOLD OR TRANSFERRED PURSUANT TO AN EXEMPTION FROM SUCH REGISTRATION, OR (C) SUCH SECURITIES MAY BE SOLD
PURSUANT TO RULE 144 PROMULGATED UNDER THE SECURITIES ACT OF 1933, AS AMENDED.

 

Section 9. [Reserved].

 

    	 	12	 

     

    

 

Section 10. Termination.

 

(a)            This
Agreement may be terminated at any time prior to the Closing Date:

 

(i)            By
the Purchaser by written notice to the Company, if there is a material breach of this Agreement by the Company that is not cured by thirty
(30) days after receipt of written notice by the Company (provided that the right to terminate this Agreement under this Section 10(a)(i) shall
not be available to the Purchaser if she has failed to perform in any material respect any of her obligations under this Agreement or
is in breach of any representation or warranty such that the condition set forth in Section 7(b)(i) or Section 7(b)(ii) would
not be satisfied (assuming that the date of such determination is the Closing Date)); or

 

(ii)            By
the Company by written notice to the Purchaser, if there is a material breach of this Agreement by the Purchaser that is not cured by
thirty (30) days after receipt of written notice by the Purchaser (provided that the right to terminate this Agreement under this
Section 10(a)(ii) shall not be available to the Company if it has failed to perform in any material respect any of its obligations
under this Agreement or is in breach of any representation or warranty such that the condition set forth in Section 7(a)(i) or
Section 7(a)(iii) would not be satisfied (assuming that the date of such determination is the Closing Date)).

 

(b)            This
Agreement may be terminated at any time prior to the Closing Date, by the mutual written consent of the Company and the Purchaser.

 

(c)            If
this Agreement is terminated pursuant to this Section 10, this Agreement (other than Sections 11 through 22, which shall remain in
full force and effect) shall forthwith become wholly void and of no further force and effect. Nothing herein shall relieve any party from
liability for Fraud or willful breach of this Agreement.

 

Section 11. Indemnification.

 

(a)            The
Company agrees to indemnify and hold harmless the Purchaser and her respective directors, officers, members, employees, agents, Affiliates
and Representatives (all such Persons being hereinafter referred to, collectively, as the “Purchaser Indemnified Persons”),
against any losses, claims, damages or liabilities (“Indemnified Losses”), joint or several, to which any of the Purchaser
Indemnified Persons may become subject as a direct result of any (x) breach or inaccuracy by the Company of any of its representations
or warranties contained herein or (y) breach or failure to comply with any of its covenants or agreements contained herein; provided,
however, that the Company shall not be liable in any such case to any Purchaser Indemnified Person to the extent that any such
Indemnified Losses arise out of or are based upon (i) (x) any breach or inaccuracy of the Purchaser’s representations
or warranties contained herein or (y) any breach or failure to comply with any of the Purchaser’s covenants or agreements contained
herein or (ii) any violations by the Purchaser Indemnified Person of state or federal securities laws or any other conduct by the
Purchaser Indemnified Person which constitutes gross negligence, willful misconduct, or Fraud.

 

(b)            The
Purchaser agrees to indemnify and hold harmless the Company, its directors, officers, members, employees, agents, Affiliates and Representatives
(all such Persons being hereinafter referred to, collectively, as the “Company Indemnified Persons,” and together with
the Purchaser Indemnified Persons, the “Indemnified Persons”) against any Indemnified Losses to which any of the Company
Indemnified Persons may become subject as a direct result of any (x) breach or inaccuracy by the Purchaser of any of her representations
or warranties contained herein or (y) breach or failure to comply with any of her covenants or agreements contained herein; provided,
however, that the Purchaser shall not be liable in any such case to any Company Indemnified Person to the extent that any such
Indemnified Losses arise out of or are based upon (i) (x) any breach or inaccuracy of the Company’s representations or
warranties contained herein or (y) any breach or failure to comply with any of the Company’s covenants or agreements contained
herein or (ii) any violations by such Company Indemnified Person of state or federal securities laws or any other conduct by such
Company Indemnified Person which constitutes gross negligence, willful misconduct, or Fraud.

 

    	 	13	 

     

    

 

(c)            Any
Indemnified Person entitled to indemnification hereunder will (i) give prompt written notice to the indemnifying party of any claim
with respect to which it seeks indemnification (provided that the failure to give such notice shall not limit the rights of such
Indemnified Person, except to the extent the indemnifying party is actually and materially prejudiced thereby) and (ii) unless in
such Indemnified Person’s reasonable judgment a conflict of interest between such Indemnified Person and the indemnifying party
may exist with respect to such claim, permit such indemnifying party to assume the defense of such claim with counsel reasonably satisfactory
to the indemnified party; provided, however, that any Indemnified Person shall have the right to employ separate counsel
and to participate in the defense of such claim, but the fees and expenses of such counsel shall be at the expense of such Indemnified
Person unless (A) the indemnifying party has agreed to pay such fees or expenses or (B) the indemnifying party shall have failed
to assume the defense of such claim and employ counsel reasonably satisfactory to such Indemnified Person. If such defense is not assumed
by the indemnifying party as permitted hereunder, the indemnifying party will not be subject to any liability for any settlement made
by the Indemnified Person without the indemnifying party’s consent (but such consent will not be unreasonably withheld or delayed).
If such defense is assumed by the indemnifying party pursuant to the provisions hereof, such indemnifying party shall not settle or otherwise
compromise the applicable claim unless (i) such settlement or compromise contains a full and unconditional release of the Indemnified
Person or (ii) the Indemnified Person otherwise consents in writing, which consent shall not be unreasonably withheld or delayed.
An indemnifying party who is not entitled to, or elects not to, assume the defense of a claim will not be obligated to pay the fees and
expenses of more than one counsel for all parties indemnified by such indemnifying party with respect to such claim, unless in the reasonable
judgment of any Indemnified Person, a conflict of interest may exist between such Indemnified Person and any other of such Indemnified
Persons with respect to such claim, in which event the indemnifying party shall be obligated to pay the reasonable fees and disbursements
of such additional counsel or counsels.

 

(d)            Absent
Fraud, willful misconduct or gross negligence by the party against whom a remedy is sought, from and after the date hereof, the sole and
exclusive remedies with respect to any and all claims relating to the subject matter of this Agreement shall be (i) monetary damages
in accordance with this Section 11, (ii) the remedies set forth in Section 20, and (iii) under the Registration Rights
Agreement.

 

(e)            Notwithstanding
any other provision of this Agreement, the liability for indemnification of any indemnifying party under this Agreement shall not include
punitive or exemplary damages except to the extent actually awarded pursuant to a third-party claim.

 

    	 	14	 

     

    

 

Section 12. Survival. The representations
and warranties of the Company and the Purchaser contained in this Agreement shall survive the Closing until the date that is twelve (12)
months after the Closing. All agreements and covenants in this Agreement to be performed prior to the Closing shall survive the Closing
until the date that is twelve (12) months after the Closing; each other agreement and covenant shall survive the Closing until the earlier
of its fulfilment and the expiration of the statute of limitations applicable thereto (except to the extent expressly provided in this
Agreement).

 

Section 13. Notices. All notices, communications
and deliveries required or permitted by this Agreement shall be made in writing signed by the party making the same, shall specify the
Section of this Agreement pursuant to which it is given or being made and shall be deemed given or made (i) on the date delivered
if delivered in person, (ii) on the third (3rd) Business Day after it is mailed if mailed by registered or certified mail (return
receipt requested) (with postage and other fees prepaid); (iii) on the date of confirmation of receipt (or the first Business Day
following such receipt if the date of such receipt is not a Business Day) of transmission by email; or (iv) on the day after it is
delivered, prepaid, to an overnight express delivery service that confirms to the sender delivery on such day, as follows:

 

(a)           if
to the Purchaser, at:

 

Linda Findley

 

[***]

 

with a copy (which shall not constitute notice) to:

 

(b)           if
to the Company, at:

 

Blue Apron Holdings, Inc.

28 Liberty Street

New York, NY 10005

Attention: Chief Executive Officer

Email: legalnotices@blueapron.com

 

with copies (which shall not constitute notice) to:

 

Blue Apron Holdings, Inc.

28 Liberty Street

New York, NY 10005

Attention: General Counsel

Email: meredith.deutsch@blueapron.com

 

Wilmer Cutler Pickering Hale and Dorr LLP 

60 State Street

Boston, MA 02109

Attention: David A. Westenberg, Esq.

Email: David.Westenberg@wilmerhale.com

 

    	 	15	 

     

    

 

or to such other representative or at such other address of a party
as such party hereto may furnish to the other parties in writing in accordance with this Section 13. If notice is given pursuant
to this Section 13 of any assignment to a permitted successor or assign of a party hereto, the notice shall be given as set forth
above to such successor or permitted assign of such party.

 

Section 14. Assignment. This Agreement
may not be assigned without the prior written consent of each of the parties hereto; provided, that, in the case of the Purchaser, this
Agreement may be assigned with only the prior written consent of the Company. This Agreement will be binding upon, and will inure to the
benefit of and be enforceable by, the parties hereto and their respective successors and assigns.

 

Section 15. Entire Agreement. This
Agreement and the Registration Rights Agreement embody the entire agreement and understanding between the parties hereto in respect of
the subject matter contained herein and therein. There are no restrictions, promises, warranties, or undertakings, other than those set
forth or referred to herein or therein, with respect to the standby purchase commitments or the registration rights granted by the Company
with respect to the PIPE Shares. This Agreement supersedes all prior agreements and understandings between the parties with respect to
the subject matter of this Agreement.

 

Section 16. Governing Law. This Agreement
shall be governed by and construed in accordance with the internal laws of the State of New York (other than its rules of conflict
of laws to the extent the application of the laws of another jurisdiction would be required thereby).

 

Section 17. Waiver of Jury Trial; Consent
to Jurisdiction. EACH PARTY HEREBY IRREVOCABLY WAIVES, TO THE FULLEST EXTENT PERMITTED BY APPLICABLE LAW, ANY AND ALL RIGHT TO TRIAL
BY JURY IN ANY LEGAL PROCEEDING ARISING OUT OF OR RELATING TO THIS AGREEMENT OR THE TRANSACTIONS CONTEMPLATED HEREBY. EACH PARTY HEREBY
IRREVOCABLY SUBMITS TO THE EXCLUSIVE JURISDICTION OF THE COURT OF CHANCERY OF THE STATE OF DELAWARE FOR THE ADJUDICATION OF ANY DISPUTE
HEREUNDER OR IN CONNECTION WITH ANY TRANSACTION CONTEMPLATED HEREBY, AND HEREBY IRREVOCABLY WAIVES, AND AGREES NOT TO ASSERT IN ANY SUIT,
ACTION OR PROCEEDING, ANY CLAIM THAT IT IS NOT PERSONALLY SUBJECT TO THE JURISDICTION OF ANY SUCH COURT, THAT SUCH SUIT, ACTION OR PROCEEDING
IS BROUGHT IN AN INCONVENIENT FORUM OR THAT THE VENUE OF SUCH SUIT, ACTION OR PROCEEDING IS IMPROPER. EACH PARTY HEREBY IRREVOCABLY WAIVES
PERSONAL SERVICE OF PROCESS AND CONSENTS TO PROCESS BEING SERVED IN ANY SUCH SUIT, ACTION OR PROCEEDING BY MAILING A COPY THEREOF (CERTIFIED
OR REGISTERED MAIL, RETURN RECEIPT REQUESTED) TO SUCH PARTY AT THE ADDRESS IN EFFECT FOR NOTICES TO IT UNDER THIS AGREEMENT AND AGREES
THAT SUCH SERVICE SHALL CONSTITUTE GOOD AND SUFFICIENT SERVICE OF PROCESS AND NOTICE THEREOF. NOTHING CONTAINED HEREIN SHALL BE DEEMED
TO LIMIT IN ANY WAY ANY RIGHT TO SERVE PROCESS IN ANY MANNER PERMITTED BY LAW.

 

Section 18. Severability. If any provision
of this Agreement or the application thereof to any person or circumstances is determined by a court of competent jurisdiction to be invalid,
void or unenforceable, the remaining provisions hereof, or the application of such provision to persons or circumstances other than those
as to which it has been held invalid or unenforceable, shall remain in full force and effect and shall in no way be affected, impaired
or invalidated thereby. Upon such determination, the parties shall negotiate in good faith in an effort to agree upon a suitable and equitable
substitute provision to effect the original intent of the parties.

 

    	 	16	 

     

    

 

Section 19. [Reserved.]

 

Section 20. Specific Performance. Each
party acknowledges and agrees that each party hereto will be irreparably damaged in the event any of the provisions of this Agreement
are not performed by the parties in accordance with their specific terms or are otherwise breached. Accordingly, it is agreed that each
of the Company and the Purchaser, to the extent entitled to the benefit of the provisions hereof, shall be entitled to an injunction or
injunctions to prevent breaches of this Agreement, and to enforce specifically this Agreement and its terms and provisions in any action
instituted in any court of the United States or any state having subject matter jurisdiction. Each party agrees that it will not oppose
the granting of such injunction, specific performance and other equitable relief on the basis that the other party has an adequate remedy
at law.

 

Section 21. [Reserved.]

 

Section 22. Miscellaneous.

 

(a)            The
Company shall not after the date of this Agreement take any action or enter into any agreement with respect to its securities which is
inconsistent with or violates the rights granted to the Purchaser in this Agreement.

 

(b)            The
headings in this Agreement are for purposes of reference only and shall not limit or otherwise affect the meaning of this Agreement.

 

(c)            Whenever
the words “include”, “includes” or “including” are used in this Agreement, they shall be deemed to
be followed by the words “without limitation.”

 

(d)            The
parties have participated jointly in negotiating and drafting this Agreement. In the event that an ambiguity or a question of intent or
interpretation arises, this Agreement shall be construed as if drafted jointly by the parties, and no presumption or burden of proof shall
arise favoring or disfavoring any party by virtue of the authorship of any provision of this Agreement.

 

(e)            This
Agreement may be executed in any number of counterparts, each of which shall be deemed to be an original, but all of which, when taken
together, shall constitute one and the same instrument.

 

[Remainder of this page intentionally
left blank.]

 

    	 	17	 

     

    

 

IN WITNESS WHEREOF, the parties have caused this
Agreement to be duly executed and delivered as of the date first above written.

 

	 	BLUE APRON HOLDINGS, INC.
	 	 
	 	By:	/s/ Randy Greben
	 	Name:	Randy J. Greben
	 	Title:	Chief Financial Officer and Treasurer
	 	 
	 	 
	 	By:	/s/ Linda Findley
	 	 	Linda Findley

 

    

     

    

 

Annex A

 

Form of Registration Rights Agreement

 

    Annex A-1

     

    

 

Annex B

 

PURCHASER AND AFFILIATE OWNERSHIP

 

	Person	 	Company securities beneficially owned as 

of the date of this Agreement	 
	Linda Findley	 	 	189,078	 

 

    Annex B-1

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