Document:

Form of Subscription Agreement

 Exhibit 10.16 

FORM OF SUBSCRIPTION TO CAPITAL STOCK OF 

VERA BRADLEY, INC. 

The undersigned hereby subscribes to shares of the Common Stock of Vera Bradley, Inc., a corporation incorporated and existing under the
Indiana Business Corporation Law, as amended. The subscription shall be for the number and class of shares of Common Stock set forth opposite the name and address of the subscriber. The undersigned hereby represents that the shares are being
purchased for investment and not for distribution or resale. 
  

									
	Name and Address of Subscriber:	 	 	 	Number of Shares:	 	 	 	Total Consideration:
					
	  
	 		 	             shares of Class A Voting Common Stock of Vera Bradley, Inc.	 		 	             shares of Class A Voting Common Stock of Vera Bradley Designs, Inc.
					
	  
	 		 		 		 	
					
	  
	 		 	             shares of Class B Non-Voting Common Stock of Vera Bradley, Inc.	 		 	             shares of Class B Non-Voting Common Stock of Vera Bradley Designs, Inc.

 

	 	1.	The undersigned hereby acknowledges and agrees that, to the extent that his or her shares of Common Stock of Vera Bradley Designs, Inc. (“Designs”) are
subject to a Restricted Stock Award Agreement (the “Restricted Stock Agreement”) under the Vera Bradley Designs, Inc. 2010 Restricted Stock Plan as of the date of this instrument, his or her shares of Common Stock of Vera Bradley, Inc.
shall upon their issuance be subject to the same restrictions set forth in the Restricted Stock Agreement as if Vera Bradley, Inc. were the Company, as that term is defined in the Restricted Stock Agreement. The undersigned hereby further agrees to
take, or cause to be taken, all actions and do, or cause to be done, all other things necessary, proper or appropriate under applicable laws, rules, and regulations to make effective the assignment of rights (if applicable) under the Restricted
Stock Agreement contemplated by this paragraph. 

  

	 	2.	The undersigned hereby acknowledges and agrees that, to the extent that his or her shares of Common Stock of Designs are subject to the Amended and Restated Stock
Purchase and Sale Agreement re Non-Voting Shares dated February 26, 2003, as amended to date (the “Non-Voting Agreement”), his or her shares of Common Stock of Vera Bradley, Inc. shall upon their issuance be subject to the same
restrictions set forth in the Non-Voting Agreement as if Vera Bradley, Inc. were the Corporation, as that term is defined in the Non-Voting Agreement. The undersigned hereby further agrees to take, or cause to be taken, all actions and do, or cause
to be done, all other things necessary, proper or appropriate under applicable laws, rules, and regulations to make effective the assignment of rights (if applicable) under the Non-Voting Agreement contemplated by this paragraph.

	 	3.	The undersigned acknowledges that he or she will be allocated income of Designs through August 28, 2010 based on actual receipts and expenses through such date.
The undersigned further acknowledges that, except for his or her share of the dividend in the amount of $            , which Designs paid in the form of promissory notes dated
August 28, 2010, Designs will not pay any other dividends regardless of the amount of income allocated to the undersigned in 2010 and regardless of whether the amount of income or deductions allocated to the undersigned from Designs for 2010 or
any prior year is adjusted by reason of an audit by the IRS or otherwise. However, in consideration of the undersigned’s transfer of shares of Designs to Vera Bradley, Inc. pursuant to this Subscription, Vera Bradley, Inc. agrees that, in the
event that the income or deductions allocated to the undersigned by Designs for 2010 or any prior years is adjusted by reason of an audit by the IRS or otherwise, and the undersigned incurs additional tax, penalties and interest thereon, then within
thirty (30) days after the undersigned paying such taxes, interest and penalties, Vera Bradley, Inc. shall pay to the undersigned an amount sufficient to reimburse the undersigned, on an after-tax basis, for the amount of interest and penalties
(but not taxes) incurred by the undersigned as a result of such adjustment. 

  

	 	4.	If, and to the extent that this subscription involves the contribution by the undersigned of shares of Restricted Shares (as defined below), then to the extent Vera
Bradley, Inc. realizes a reduction in its state and federal income taxes (the “Tax Savings”) as a result of a deduction arising out of the issuance or vesting of the Restricted Shares or arising out of any election under section 83(b)
of the Internal Revenue Code of 1986 with respect to the Restricted Shares, then on or before March 15 following the year in which the Tax Savings are realized, Vera Bradley, Inc. shall pay to the shareholders of record of Designs as of
July 29, 2010, in proportion to their ownership of Common Stock as of such date, the amount of such Tax Savings. Notwithstanding the foregoing, any payments of Tax Savings may be deferred without interest to the extent Vera Bradley, Inc. is
prohibited from making such distribution under the terms of any agreement to which it is subject. “Restricted Shares” means any shares of Common Stock of Designs which are subject to a Restricted Stock Agreement and any corresponding
issuance of shares pursuant to this subscription agreement which are subject to a Restricted Stock Agreement. 

  

	 	5.	The undersigned hereby consents to any election required by Designs or Vera Bradley, Inc. in order to cause the allocation of Designs’ income, loss, deductions and
credits to be determined by computing such amounts on a closing of the books of Designs through the day prior to the termination of Designs’ S election rather than having such items determined for the entire calendar year and then
allocated on a daily basis. The undersigned agrees to execute such additional consents, agreements or other documents as may be necessary in connection with such election by Designs or Vera Bradley, Inc. 

 

	 	6.	In the event that a public offering of Vera Bradley, Inc.’s capital stock is not consummated, the undersigned agrees that Vera Bradley, Inc. and Designs may take
such action as may be necessary to cause Vera Bradley, Inc. to be taxed as an S corporation without any additional action by the undersigned. The undersigned further agrees to consent to any election made by Vera Bradley, Inc. to cause Vera
Bradley, Inc. to be treated as an S corporation. 

 Each of Designs and Vera Bradley, Inc. hereby
acknowledges and agrees that the Plan and the Restricted Stock Agreement are deemed amended in accordance with paragraph 1 and the Non-Voting Agreement is deemed amended in accordance with paragraph 2. 

 Dated:             
    , 2010. 
  

											
	SUBSCRIBER:	 		 		 	VERA BRADLEY DESIGNS, INC.:	 		 	VERA BRADLEY, INC.:
					
	  
	 		 	  
	 		 	  

	  
	 		 		 	Name:	 		 	Name:
		 		 		 	Title:	 		 	Title:Form of Share Repurchase Agreement

 Exhibit 10.17 

FORM OF SHARE REPURCHASE AGREEMENT 

THIS AGREEMENT (the “Agreement”) is made as of the      day of
            , 2010, among Vera Bradley, Inc., an Indiana corporation (the “Company”), Barbara Bradley Baekgaard, Patricia R. Miller, Jill A. Nichols, Michael C. Ray,
Kimberly F. Colby and P. Michael Miller (each, a “Shareholder” and together, the “Shareholders”). 

Recitals 

A. Effective June 30, 2010, the Company issued a total of one hundred (100) shares of common stock, no par value (the
“Shares”), to the Shareholders for aggregate consideration of One Hundred and 00/100 Dollars ($100.00). 
 B. As of
the date of this Agreement, the Company holds no assets other than the One Hundred and 00/100 Dollars ($100.00) of paid in capital proceeds from the original issuance of the Shares. 

C. In anticipation of certain transactions involving the Company, including, without limitation, the initial public offering of capital
stock of the Company, the Company and the Shareholders believe that it is in the best interests of all parties for the Company to repurchase the Shares from the Shareholders on the terms provided in this Agreement. 

Agreement 

In consideration of the foregoing and the following undertakings, the Company and each of the Shareholders agree as follows: 

1. Sale of the Shares. Each Shareholder hereby sells, assigns, transfers, and delivers to the Company that number of the Shares
set forth next to his or her name in the table provided below: 
  

			
	 SHAREHOLDER
	  	NUMBER OF
SHARES
	 Barbara Bradley Baekgaard
	  	40
	 Patricia R. Miller
	  	37
	 Jill A. Nichols
	  	10
	 Michael C. Ray
	  	5
	 Kimberly F. Colby
	  	5
	 P. Michael Miller
	  	3

 2. Purchase of the
Shares. The Company hereby purchases from each Shareholder that number of the Shares set forth next to his or her name in the table provided above in Section 1 (the “Ownership Table”) for a purchase price of One and 00/100 Dollars
($1.00) per share, the payment of which is made concurrently with the execution of this Agreement and the receipt of which each Shareholder hereby acknowledges. 

 3. Delivery of Stock. Upon the execution of this Agreement, each Shareholder shall
deliver, or cause to be delivered, to the Company certificates evidencing the number of the Shares owned by each such Shareholder, as provided in the Ownership Table (such portion of the Shares owned by each Shareholder hereafter referred to as such
“Shareholder’s Shares”), endorsed for transfer to the Company, together with all other documents necessary to complete an absolute and effective transfer, assignment and delivery of such Shareholder’s Shares to the Company.

 4. Warranty of Title. Each Shareholder represents and warrants to the Company and each other Shareholder that he or
she has not assigned or transferred any right, title, or interest in his or her Shareholder’s Shares to any person, and that all of his or her rights, title and interests in such Shareholder’s Shares are being transferred and assigned to
the Company under this Agreement. 
 5. Benefit. This Agreement shall be binding upon and inure to the benefit of the
parties to this Agreement and their heirs, personal representatives, successors and assigns. 
 6. Further Assurances.
Each party hereto respectively shall use all reasonable efforts to take, or cause to be taken, all actions and do, or cause to be done, all other things necessary, proper or appropriate under applicable laws, rules, and regulations to consummate and
thereafter make effective the transactions contemplated by this Agreement. 
 7. Counterparts. This Agreement may be
executed in the original or by telecopy or electronic transmission of a pdf file containing an executed signature page, in any number of counterparts, each of which shall be deemed to be an original and all of which together shall constitute one and
the same instrument. 
 8. Governing Law. This Agreement shall be governed by and construed in accordance with the law of
the State of Indiana, without regard to the conflicts of laws principles thereof. 
 9. Waiver of Jury Trial. Each
party hereto hereby irrevocably waives any right to have a jury participate in resolving any suit, action or proceeding arising out of or relating to this Agreement or any of the transactions contemplated hereby. 

[REMAINDER OF PAGE INTENTIONALLY LEFT BLANK] 
  

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 IN WITNESS WHEREOF, the parties have executed, or in the case of the Company caused to be
executed by its duly authorized officer, this Agreement as of the day and year first written above. 
  

			
	VERA BRADLEY, INC.
		
	By:	 	  

		
	Its:	 	  

	
	  

	Barbara Bradley Baekgaard
	
	  

	Patricia R. Miller
	
	  

	Jill A. Nichols
	
	  

	Michael C. Ray
	
	  

	Kimberly F. Colby
	
	  

	P. Michael Miller

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