Document:

Professional Services Agreement, dated as of December 19, 2005

 Exhibit 10.3 
  
 PROFESSIONAL SERVICES AGREEMENT 
  
 This Professional Services Agreement (#2005-0001) is entered into as of December 19, 2005 (the “Execution Date”)
by and between Alloy Inc., a Delaware corporation having an office at 151 W. 26th Street, 11th Floor, New York, NY 10001 (“ALLOY”), and dELiA*s, Inc having an office at 435 Hudson Street, New York, NY 100114
(“dELiA*s”). 
  
 In the event of a conflict among this Professional
Services Agreement, Statement(s) of Work and/or Change Order(s), the order of precedence among the provisions of them shall be: first, this Professional Services Agreement, second, Change Order(s), and third, Statement(s) of Work. 
  
 The parties hereby agree as follows: 
  

  

	1.	DEFINITIONS 

  
 (a) “Agreement” means this Professional Services Agreement together with each Statement of Work and each Change Order, attached to this
Professional Services Agreement and executed by both parties’ duly authorized representatives. 
  
 (b) “Change Order” means a document in either paper or electronic form (e.g., e-mail that can be reasonably dated, traced and/or
otherwise identified) that originates from a representative of dELiA*s, and is accepted by ALLOY, authorizing additional services or changes to services under a Statement of Work. 
  
 (c) “Data” means data, software, content and other information including, but not limited to, writings, designs,
specifications, reproductions, pictures, drawings, or other graphical representations, and any works of a similar nature. 
  
 (d) “Effective Date” means the date that Alloy completes a spinoff of dELiA*s. 
  
 (e) “Professional Services” means services for which a monthly fee is charged as set forth each Statement of Work
or Change Order. 
  
 (f) “Statement of Work” means a
document attached to this Agreement that describes Services to be provided by ALLOY (and any additional related terms and conditions) under this Agreement. 
  
 (g) “Services” means Professional Services or other services to be provided by ALLOY in accordance with this Agreement, as specified in
Statement(s) of Work and Change Orders. 
  
 (h) “Tools”
means ALLOY’s proprietary information and know-how used at any time by ALLOY in the conduct of its business, including without limitation, technical information, designs, templates, software modules, software code, processes, methodologies,
systems used to create computer programs or software, procedures, code books, computer programs, plans, or any other similar information including improvements, modifications or developments thereto. 
  

	2.	SERVICES, FEES, TERM AND GENERAL PAYMENT TERMS 

  
 (a) dELiA*s, on behalf of itself and its subsidiaries, hereby retains ALLOY to provide Services in accordance with this Agreement, as specified on
Statement(s) of Work or Change Order(s). 
  
 (b) Unless otherwise
provided for in a Statement of Work, services to be provided under a Statement of Work for Services shall have an initial term of one (1) year from the Effective Date, which term shall renew automatically for successive one (1) year
periods unless either party provides written notice to the other party of at least six (6) months. Notwithstanding anything contained herein to the contrary, this Agreement shall terminate no later than the fifth annual anniversary of the
Effective Date. 
  
 (c) Except as otherwise provided in a
Statement of Work or Change Order, dELiA*s shall pay ALLOY its then-current published rates for Services provided, as such rates may be adjusted from time to time. All ALLOY rates are exclusive of any applicable sales, use, value-added, or other
federal, state or local taxes, or any import duties or tariffs imposed on the subject matter or transactions under this Agreement, and dELiA*s shall be responsible for all such taxes, duties and tariffs, except that ALLOY shall be responsible for
any corporate franchise taxes imposed on ALLOY by law and for any taxes based on its net income or gross receipts. 
  
 (d) Except as otherwise provided above or in a Statement of Work, ALLOY shall invoice dELiA*s for payments due under this Agreement on a monthly basis for
Services rendered. Each ALLOY invoice shall be due net thirty (30) days from the date of invoice. dELiA*s acknowledges and agrees that under the terms of this Agreement, no dELiA*s purchase order (“PO”) is required for the payment of
ALLOY invoices by dELiA*s. 
  
 (e) dELiA*s shall pay in full all
reasonable travel expenses incurred by ALLOY that result from providing the Services to dELiA*s under this Agreement. 

 (f) dELiA*s shall notify ALLOY of any dispute regarding an invoice within sixty (60) days of the
date of invoice. If dELiA*s fails to notify ALLOY of any dispute with respect to an invoice within such thirty day period, dELiA*s shall be deemed to have accepted the invoice in its entirety. The parties agree to work in good faith to resolve any
dispute in a timely manner. dELiA*s shall not have any right to withhold or setoff any amounts due ALLOY that are not disputed in good faith. 
  
 (g) Notwithstanding any other provision of this Agreement, if dELiA*s fails to pay any ALLOY invoice in full by the due date, ALLOY may, in its sole
discretion, suspend all or any part of the Services to dELiA*s upon thirty (30) days written notice until payment is received or, if such failure remains uncured for an additional ten (10) days after such notice to dELiA*s, terminate
Services in whole or part. ALLOY also reserves the right to charge interest at the maximum rate allowed by law on all amounts past due, and to assert appropriate liens to ensure payment. The rights and remedies set forth herein are in addition to
any other rights or remedies ALLOY may have against dELiA*S in connection with any non-payment. 
  
 (h) In the event that Alloy is substantially the prevailing party in an action to collect any sum due under this Agreement, ALLOY shall be entitled to
recover its related costs and expenses (including without limitation reasonable attorneys’ fees and court costs) from dELiA*s. 
  

	3.	CONFIDENTIAL INFORMATION 

  
 (a) Each party acknowledges that it may be the recipient of confidential information (“Confidential Information”) of the other party including,
without limitation, software, computer programs, object code, source code, database schemas, specifications, flow charts, marketing plans, financial information, business plans and procedures, the terms of this Agreement, employee information, and
other information that the receiving party may reasonably understand, from legends, the nature of such information or the circumstances of its disclosure, to be confidential. Confidential Information does not include (i) information
independently developed by the recipient without reference to the other party’s Confidential Information; (ii) information in the public domain through no wrongful act of the recipient, or (iii) information received by the recipient
from a third party who was rightfully in possession of such information and had no obligation to refrain from disclosing it. 
  
 (b) Except as expressly authorized in this Agreement, or as required by law, the party that is the recipient of Confidential Information of the other
party agrees that during the term hereof, and at all times thereafter, it shall not use, commercialize or disclose such Confidential Information to any person or entity, except to its own employees having a need to know and to such other recipients
as the other party may approve in writing. Each party shall use at least the same degree of care in safeguarding the other party’s Confidential Information as it uses in safeguarding its own Confidential Information, but in no event shall less
than reasonable care be exercised. 
  
 (c) All Confidential
Information of ALLOY disclosed to dELiA*s shall remain the exclusive property of ALLOY. All Confidential Information of dELiA*s disclosed to ALLOY shall remain the exclusive property of dELiA*s. 
  
 (d) Each party agrees that it will not remove any proprietary, trademark,
copyright, confidentiality, patent or other intellectual property notice or marking from an original or any copy of any software, documentation, display, media or other materials or Confidential Information, delivered or disclosed to such party, by
the other party or under this Agreement. 
  
 (e) dELiA*s agrees
that is shall not (nor shall it permit anyone else to) decompile, disassemble, or modify any software delivered or disclosed to dELiA*s by ALLOY or separate any such software into components or its component files, or recreate, or attempt to
determine the makeup of any such software. dELiA*s agrees that all information discovered through any failure to comply with the preceding sentence is and shall at all times remain the exclusive property and Confidential Information of ALLOY.

  
 (f) In the event that a party is required by law or judicial
or administrative process to disclose Confidential Information of the other party, such party shall use all reasonable efforts to promptly notify the other party and allow the party a reasonable opportunity to oppose disclosure. In addition, a party
shall furnish only the portion of the Confidential Information that it is legally required to disclose and shall use all reasonable efforts to obtain reliable assurances that confidential treatment will be accorded the Confidential Information.

  

	4.	INTELLECTUAL PROPERTY 

  
 (a) Nothing in this Agreement shall be deemed to authorize dELiA*s to use any copyright, name, trademark, service mark, or patent or other intellectual
property right of ALLOY. 
  
 (b) dELiA*s acknowledges and agrees
that, except and unless certain discrete and identifiable work product has been developed specifically and uniquely for dELiA*s under a Statement of Work (or pursuant to another, separately negotiated agreement with its own terms and conditions,
signed by both parties), and such work product has been mutually agreed to and identified by the parties in such a Statement of Work (or other, separate agreement) as work product, ALLOY is and shall at all times remain the exclusive owner of all
hardware and software (including without limitation all Tools) upon which, and from which, all ALLOY Professional Services are provided hereunder. 
  
 (c) dELiA*s represents and warrants that (A) all materials and information delivered to ALLOY by dELiA*s, and ALLOY’s use thereof in connection
with transactions contemplated under this Agreement, does not and shall not, infringe any copyright, trademark, trade secret, patent or other intellectual property right, (B) that dELiA*s has the right to use, disclose, publish, translate,
reproduce, and deliver all such materials and information, and (C) ALLOY has the right to use, disclose, publish, translate, reproduce and deliver all such materials and information in accordance with this Agreement. dELiA*s shall indemnify and
hold harmless ALLOY, its directors, officers, employees and agents, against any and all losses, liabilities, costs and expenses (including reasonable attorneys’ fees and court costs), arising out of or related to any claim that the materials or
information, or use, disclosure, publication, translation or reproduction thereof, infringes a copyright, trademark, trade secret, patent or other intellectual property right. 
  

 Page 2 of 6 

 (d) With respect to any materials or other information supplied by dELiA*s, ALLOY is hereby granted the
nonexclusive irrevocable right and license, without the right of sublicense, to use the same solely in connection with providing Services hereunder. Except as specified in the preceding sentence, ALLOY is acquiring no rights in, or title to, the
materials or information supplied by dELiA*s hereunder. 
  

	5.	DISCLAIMER OF WARRANTY AND LIMITATIONS ON LIABILITY 

  
 (A) EXCEPT AS SET FORTH IN THIS AGREEMENT, ALLOY MAKES NO WARRANTY EXPRESS OR IMPLIED AND EXPRESSLY DISCLAIMS ALL WARRANTIES EXPRESS OR IMPLIED, WITH
RESPECT TO SERVICES OR THE RESULTS OBTAINED FROM ALLOY’S WORK, INCLUDING WITHOUT LIMITATION ANY IMPLIED WARRANTY OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. 
  
 (B) EXCEPT AS SET FORTH IN A STATEMENT OF WORK, UNDER NO CIRCUMSTANCES SHALL ALLOY BE LIABLE FOR ANY DIRECT, SPECIAL,
INCIDENTAL, INDIRECT, STATUTORY, EXEMPLARY, PUNITIVE OR CONSEQUENTIAL DAMAGES, OF ANY KIND WHATSOEVER, OR FOR ANY LOST PROFITS, BUSINESS OR REVENUE, LOSS OF USE OR GOODWILL, OR OTHER LOST ECONOMIC ADVANTAGE, ARISING OUT OF OR RELATED TO THIS
AGREEMENT OR THE BREACH HEREOF, OR THE SERVICES TO BE PROVIDED HEREUNDER, WHETHER SUCH CLAIMS ARE BASED ON BREACH OF CONTRACT, STRICT LIABILITY, TORT, ANY FEDERAL OR STATE STATUTORY CLAIM, OR ANY OTHER LEGAL THEORY, EVEN IF ALLOY KNEW, SHOULD HAVE
KNOWN, OR HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES, UNLESS SUCH DAMAGES RESULTED FROM ALLOY’S FRAUDULENT OR INTENTIONAL MISCONDUCT. THE FOREGOING LIMITATION SHALL SURVIVE AND APPLY EVEN IF ANY LIMITED REMEDY SPECIFIED IN THIS
AGREEMENT IS DETERMINED TO HAVE FAILED OF ITS ESSENTIAL PURPOSE. 
  
 (C) DELIA*S EXPRESSLY ACKNOWLEDGES AND AGREES THAT EXCEPT AS SPECIFICALLY SET FORTH IN THIS AGREEMENT OR IN A STATEMENT OF WORK, IN NO EVENT SHALL ALLOY BE HELD LIABLE TO, OR BE REQUIRED TO INDEMNIFY, DELIA*S FOR ANY DAMAGES DELIA*S INCURS
OR ALLEGES TO INCUR IN CONNECTION WITH THE SERVICES, THIS AGREEMENT OR ANY BREACH OF ANY REPRESENTATION, WARRANTY OR COVENANT HEREIN CONTAINED UNLESS SUCH DAMAGE IS DIRECTLY ATTRIBUTABLE TO ALLOY’S FRAUDULENT OR INTENTIONAL MISCONDUCT. TO THE
EXTENT THAT DELIA*S SUFFERS DAMAGES RELATED TO ALLOY’S FAILURE TO MEET A SERVICE LEVEL COMMITMENT SET FORTH IN A STATEMENT OF WORK, DELIA*S SHALL BE ENTITLED TO THE REMEDIES EXPRESSLY SET FORTH IN SUCH STATEMENT OF WORK. 
  

	6.	AUDIT 

  
 dELiA*s and ALLOY agree to use commercially reasonable efforts to maintain complete and accurate records containing all data reasonably required for
verification of its compliance with the terms of this Agreement. 
  

	7.	TERMINATION 

  
 (a) Except as otherwise provided in this Agreement, either party may terminate this Agreement or any Statement of Work, and/or any related licenses
granted hereunder or thereunder, by giving the other party written notice to that effect, effective on the date of receipt of such notice, if: 
  

	 	(i)	the other party enters into liquidation, whether or not voluntarily, or a receiver is appointed to all or any material part of its assets, or the other party becomes bankrupt or
insolvent or enters into any arrangement with its creditors, or takes or suffers any similar action in consequence of debt or becomes unable to pay its debts as they become due; or 

  

	 	(ii)	the other party materially breaches this Agreement and fails to cure such breach within thirty (30) days of delivery to the breaching party of written notice of such breach.

  
 (b) If a license granted by ALLOY to dELiA*s is
terminated for any reason, dELiA*s shall, on the effective date of such termination, cease using any and all of the subject matter of the license and dELiA*s shall promptly deliver to ALLOY all originals and all copies of any and all of such subject
matter and any related documentation. 
  

	8.	FORCE MAJEURE 

  
 A party shall be relieved from an obligation (other than the obligation to make payments or an obligation under Section 3 or 9(b)) while a cause,
outside of its reasonable control, and that it cannot reasonably circumvent, prevents the performance of such obligation. 
  

	9.	RELATIONSHIP OF THE PARTIES; CONTENT 

  
 (a) Nothing in this Agreement shall be construed as making either party an agent of the other party, and neither party shall have the power to bind the
other party or to contract in the name of, or create a liability against, the other party. Neither party shall be responsible for the acts or defaults of the other party or any of the other party’s employees or agents. The parties are
independent contractors with respect to all matters arising under this Agreement. Nothing in this Agreement shall be deemed to establish a partnership, joint venture, association or employment relationship between the parties. With respect to its
employees, a party shall remain responsible, and shall indemnify and hold harmless the other party, for the withholding and payment of all federal, state and local personal income, wage, earnings, occupation, social security, worker’s
compensation, unemployment, sickness and disability insurance taxes, payroll levies, or employee benefit obligations. 
  

 Page 3 of 6 

 (b) To the extent ALLOY has actual control over systems or facilities; ALLOY agrees to use commercially
reasonable security consistent with its business practices and facilities. The parties acknowledge that the Internet is neither owned nor controlled by any one entity and that one or more third parties may gain access to ALLOY systems. Electronic
mail and other transmissions passing through ALLOY systems or over the Internet are not secure, and ALLOY cannot guarantee the security or privacy of any of the information or communications passing through ALLOY systems. NOTWITHSTANDING ANYTHING
CONTAINED HEREIN TO THE CONTRARY, ALLOY SHALL NOT BE LIABLE FOR ANY LOSS OR DAMAGE CAUSED BY A BREACH OF SECURITY. ALLOY will not intentionally monitor or disclose any private electronic communications, except to the extent necessary to identify
or resolve system problems or as otherwise permitted or required by law. ALLOY does, however, reserve the right to monitor transmissions, other than private electronic communications, as necessary to provide the services hereunder and otherwise to
protect the rights and property of ALLOY. Notwithstanding the foregoing, ALLOY does not assume any liability for any action or inaction with respect to such communication or content posted or provided by an authorized or unauthorized third party.
ALLOY is a distributor and not a publisher of dELiA*s’ data or any other content provided by dELiA*s or others (including end users). Because communication of data and other content over the Internet occurs in real time, ALLOY cannot, and does
not intend to, screen, police, edit, or monitor communications and content. IN NO EVENT WILL ALLOY BE LIABLE FOR ANY LOSS OR DAMAGE CAUSED BY A USER’S RELIANCE ON ANY THIRD PARTY DATA OR OTHER CONTENT OBTAINED THROUGH OR FROM DELIA*S.

  

	10.	FURTHER ASSURANCES 

  
 The parties agree to do all such things and to execute such further documents as may reasonably be required to give full effect to this Agreement.

  

	11.	WAIVER 

  
 No waiver of any part of this Agreement shall be effective unless made in writing by the waiving party. No waiver of any breach of this Agreement shall
constitute a waiver of any other breach of the same, or any other provision, of this Agreement. 
  

	12.	ENTIRE AGREEMENT AND CONSTRUCTION 

  
 This Agreement constitutes the entire agreement between the parties with respect to the subject matter thereof and supersedes all prior oral and written
understandings, arrangements and agreements between the parties relating to such subject matter. The parties agree that there are no other representations or warranties relating to the subject matter of this Agreement. Headings are included in this
Agreement for convenience only and shall not affect the meaning or construction of this Agreement’s provisions. 
  

	13.	AMENDMENT 

  
 This Agreement may be modified or amended only by means of a writing executed by both parties (but not by means of a PO). 
  

	14.	ASSIGNIBILITY AND RESALE 

  
 Neither party may assign, transfer, sublicense, resell or encumber by security interest or otherwise this Agreement without obtaining the prior written
consent of the other party which shall not be unreasonably withheld or delayed. Alloy shall have the right to terminate this Agreement immediately if dELiA*s withholds its consent for any reason whatsoever. Notwithstanding anything contained herein
to the contrary, dELiA*s hereby acknowledges and agrees that ALLOY shall in its sole discretion work with third parties to provide any or all of the Services. Alloy shall remain liable for the actions of any such third party, but only to the extent
Alloy would be liable under the terms and conditions of this Agreement if it had committed such actions. 
  

	15.	COMPLIANCE WITH LAWS 

  
 Each party shall carry out the obligations contemplated by this Agreement and shall otherwise deal with the subject matter hereof in compliance with all
applicable laws, rules and regulations, of all governmental authorities, including, without limitation, any applicable legal restrictions on exports, and shall, at its own expense, obtain all permits and licenses required in connection with the
subject matter hereof. Without limiting the foregoing, each party agrees that it shall comply fully with all applicable export and import laws, rules and regulations of the United States and other jurisdictions so that nothing provided by it under
this Agreement is either (a) exported or imported, whether directly or indirectly, in violation of such laws, rules or regulations; or (b) used for any illegal purpose, including without limitation the proliferation of nuclear, chemical or
biological weapons. 
  

	16.	SUCCESSORS AND ASSIGNS 

  
 This Agreement shall inure to the benefit of, and be binding upon the parties, their successors and permitted assigns. 
  

	17.	SEVERABILITY 

  
 If any provision of this Agreement is held to be unenforceable, all remaining provisions shall remain in full force and effect. 
  

	18.	SURVIVAL 

  
 Sections 2(g), 3, 5, 9, 10, 12, 14, 16, 19 and 20 shall survive the expiration or termination of this Agreement. 
  

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	19.	ENFORCEMENT 

  
 (a) This Agreement shall be governed by and construed in accordance with the law of the State of New York, applied without regard to its law of conflicts.

  

	20.	NOTICES 

  
 (a) Any notice or other communication to the parties shall be sent to the contact points identified below or at such other places as they may from time to
time specify by notice in writing to the other party. Any such notice or other communication shall be in writing and shall be given by delivery to the designated party of the addressee by pre-paid courier or facsimile with confirmation. Any such
notice or other communication shall be deemed to have been given when the designated party of the addressee receives such notice. 
  
 (b) Point of Contact addresses are as follows: 
  
 For ALLOY: (Technical) 
  
 Alloy, Inc. 
 151 West 26th St. 
 New York, NY
10001 
 Attn: CTO 
  
 For ALLOY: (Contract and Admin.) 
  
 Alloy Inc. 
 151 West 26th Street 
 11th Floor 
 New York, NY 10001 
 Attn: General Counsel 
  
 For dELiA*s: (Technical) 
  
 dELiA*s, Inc. 
 435 Hudson Street 

New York, NY 10014 
 Attn: Chief Operating
Officer 
  
 For dELiA*s: (Contractual and Admin.) 
  
 dELiA*s, Inc. 
 435 Hudson Street 
 New York, NY 10014

 Attn: General Counsel 
  

 Page 5 of 6 

 IN WITNESS WHEREOF, the parties have caused this Services Agreement to be executed by their duly
authorized representatives as of the date first written above. 
  

									
	Alloy, Inc.	 	 	 	dELiA*s, Inc.
					
	By:	 	/s/ James K. Johnson, Jr.	 	 	 	By:	 	/s/ Robert E. Bernard
	 	 	 	 	 	 	 	 	 
					
	Name:	 	James K. Johnson, Jr.	 	 	 	Name:	 	Robert E. Bernard
	 	 	 	 	 	 	 	 	 
					
	Title:	 	Chief Operating Officer and Chief Financial Officer	 	 	 	Title:	 	Chief Executive Officer
	 	 	 	 	 	 	 	 	 

  

 Page 6 of 6Call Center Services Agreement, dated as of December 19, 2005

 Exhibit 10.4 
  
 CALL CENTER SERVICES AGREEMENT 
  
 BY AND BETWEEN 
  
 AMG DIRECT, LLC 
  
 AND 
  
 ON CAMPUS MARKETING, LLC 
  
 DATED AS OF DECEMBER 19, 2005 

 TABLE OF CONTENTS 
  

					
	 	  	 	  	Page

	  
  
 ARTICLE I
  

	Engagement  

	1.1	  	Engagement	  	1
	1.2	  	Term	  	1
	  
  
 ARTICLE II
  

	Services Provided by Contact Center  

	2.1	  	Services Provided by Contact Center	  	2
	2.2	  	Implementation of Provided Services	  	2
	2.3	  	Delegation and Quarterly Meetings	  	2
	2.4	  	Excusable Delay	  	2
	2.5	  	Contact Center Activities	  	2
	2.6	  	Standard of Care and Errors	  	3
	2.7	  	Cooperation	  	3
	2.8	  	No Warranties	  	3
	2.9	  	Limitation of Liability	  	4
	  
  
 ARTICLE III
  

	Contact Center’s Fees  

	3.1	  	Compensation	  	4
	3.2	  	Invoicing and Payment	  	4
	3.3	  	Reimbursement of Expenses	  	5
	3.4	  	Taxes	  	5
	  
  
 ARTICLE IV
  

	Liability of Contact Center; Indemnification  

	4.1	  	Indemnification	  	5

					
	 	  	 ARTICLE V
  
	  	 
	 	  	 Miscellaneous
  
	  	 
	5.1	  	Insurance	  	6
	5.2	  	Independent Contractor	  	6
	5.3	  	OCM Support of Provided Services	  	6
	5.4	  	Headings	  	7
	5.5	  	Binding Effect	  	7
	5.6	  	Integration	  	7
	5.7	  	Counterparts	  	7
	5.8	  	Applicable Law	  	7
	5.9	  	Severability	  	7
	5.10	  	Amendments	  	7
	5.11	  	No Waiver	  	7
	5.12	  	Assignment	  	7
	5.13	  	Force Majeure	  	7
	5.14	  	Notices	  	8

  

 - ii - 

 CALL CENTER SERVICES AGREEMENT 
  
 THIS CALL CENTER SERVICES AGREEMENT is made and entered into as of December 19, 2005 by and between AMG Direct, LLC
(hereinafter “Contact Center”), a Delaware limited liability company and an indirect, wholly-owned subsidiary of Alloy, Inc. (“Alloy”), and On Campus Marketing, LLC, a Delaware limited liability company and an
indirect, wholly-owned subsidiary of Alloy. 
  
 WITNESSETH

  
 WHEREAS, On Campus Marketing, LLC, together with its
affiliated companies, Collegiate Carpets, LLC and Carepackages, LLC (hereinafter collectively “OCM”) are in the business of direct marketing to college students and their parents a variety of college or university endorsed products;

  
 WHEREAS, Alloy, which currently is the ultimate parent
corporation of dELiA*s, Inc. (“dELiA*s”), contemplates the distribution to Alloy’s shareholders of all of the outstanding shares of dELiA*s common stock owned by it on a pro rata basis (the “Spinoff”);

  
 WHEREAS, after giving effect to the Spinoff, Contact Center
will be a wholly owned subsidiary of dELiA*s, and will maintain a facility and the personnel available to handle call center related services for, among others, OCM in the conduct of its business and operations; and 
  
 WHEREAS, OCM wishes to continue to utilize the call center services and
experience of Contact Center personnel subsequent to the Spinoff in connection with the conduct of its business and operations and Contact Center wishes to continue to provide such services. 
  
 NOW, THEREFORE, for good and valuable consideration, the receipt and
sufficiency of which is hereby acknowledged, the parties hereto, intending to be legally bound hereby, agree as follows: 
  
 ARTICLE I 
  
 Engagement 
  

	1.1	Engagement. Contact Center hereby agrees to provide to OCM call center services utilizing Contact Center employees as is more fully set forth in Article II (the
“Provided Services”). 

	1.2	Term. The term of this Agreement shall begin as of the Spinoff effective date and continue for a period of one year. Thereafter, this Agreement shall automatically renew for
successive one year renewal terms. Notwithstanding the foregoing, this Agreement may be terminated by Contact Center upon one (1) years prior written notice to OCM or by OCM upon ninety (90) days written notice. Notwithstanding anything to
the contrary contained herein, however, this Agreement shall, if not terminated earlier, terminate automatically and without further action of either party on the fifth anniversary of the Spinoff effective date. 

  
 ARTICLE II 
  
 Services Provided by Contact Center 
  

	2.1	Services Provided by Contact Center. Contact Center will provide to OCM during the term of this Agreement Provided Services as set forth on Attachment “A”
hereto and any other services as may from time to time be mutually agreed to by the parties in writing. 

  

	2.2	Implementation of Provided Services. Contact Center shall provide all Provided Services in a professional manner, consistent with reasonable industry standards and in
compliance with all applicable laws, rules and regulations and the provisions of all agreements known to Contact Center by which OCM is bound. Contact Center shall, either directly or through one or more third parties, provide the Provided Services
on a full-time or part-time basis as needed in sufficient amounts to provide the Provided Services as may reasonably be required by OCM. Contact Center personnel providing the Provided Services shall at all times be considered the employees of
Contact Center. 

  

	2.3	Delegation and Quarterly Meetings. Contact Center may, at its sole discretion, at any time or from time to time, delegate some or all of its duties to perform the Provided
Services hereunder to one or more third parties; provided, however, that Contact Center shall first inform OCM that it will be delegating such duties; and provided further, however, that Contact Center shall remain liable for
the performance of this Agreement notwithstanding any such delegation. The parties agree to meet no less than once per fiscal quarter to discuss any issues that might reasonably be anticipated to affect Contact Center performing the Provided
Services directly, including without limitation any capacity issues. 

  

	2.4	Excusable Delay. Notwithstanding anything to the contrary contained herein, Contact Center shall not be required to perform any Provided Services if and to the extent that
(a) it cannot provide the Provided Services due to causes which are outside of its reasonable control as determined under Section 5.13 hereof or (b) if providing such Provided Services would be prohibited by, or violate, any law, rule
or regulation or any order of any court, arbitrabal panel or government authority. 

  

 - 2 - 

	2.5	Contact Center Activities. OCM hereby acknowledges that Contact Center has, and shall be entitled to continue to have, create and acquire, directly or indirectly, business
interests in addition to those relating to the provision of Provided Services hereunder, including, without limitation, the provision of services similar to the Provided Services to other direct and indirect subsidiaries of dELiA*s and other third
parties. OCM acknowledges that during and subsequent to the term hereof, Contact Center shall be entitled to have, create and acquire business interests and activities for its own account and for the account of others, without having or incurring
any obligation to offer any interest in such businesses, activities or opportunities to OCM. OCM shall not have any rights by virtue of this Agreement or the relationship created hereby in any such business interests, activities, or opportunities,
whether now existing or hereafter created or acquired. 

  

	2.6	Standard of Care and Errors. Except as set forth in this Agreement, Contact Center’s sole responsibility to OCM with respect to errors and delays in performing the
Provided Services hereunder are as follows: 

  

	 	(i)	for errors or omissions in Provided Services, shall be to furnish correct information and/or adjustment in the Provided Services, at no additional cost or expense to OCM; provided,
OCM must promptly advise Contact Center of any such error or omission of which OCM becomes aware after having used reasonable efforts to detect any such errors or omissions; and 

  

	 	(ii)	for failure to deliver any Provided Services shall be to use reasonable efforts, subject to the other provisions hereof, to make the Provided Services available and/or to resume
performing the Provided Services as promptly as reasonably practicable. 

  

	2.7	Cooperation. The parties will use good faith efforts to cooperate with each other in all matters relating to the provision and receipt of Provided Services. Such cooperation
shall include exchanging information, performing reconciliations and adjustments, and, upon request, obtaining all third party consents, licenses, sublicenses or approvals necessary to permit Contact Center to perform its obligations hereunder
(including, rights to use third party software needed for the performance of the Provided Services). The costs of obtaining such third party consents, licenses, sublicenses or approvals for the relevant Provided Services shall be borne by OCM,
provided that Contact Center obtains OCM’s written approval prior to incurring such cost. Contact Center will maintain in accordance with Contact Center’s standard document retention procedures, documentation supporting the information
relevant to the Provided Services provided hereunder and Contact Center agrees to cooperate with OCM in making such information available as needed in the event of a tax audit or other governmental inquiry, whether in the United States or in any
other country or jurisdiction. 

  

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	2.8	No Warranties. EXCEPT AS SET FORTH IN THIS AGREEMENT, CONTACT CENTER DOES NOT MAKE ANY WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, INCLUDING BUT NOT LIMITED TO THE IMPLIED
WARRANTIES OF MERCHANTABILITY, BUSINESS CONTINUITY OR FITNESS FOR A PARTICULAR PURPOSE, WITH RESPECT TO THE PROVIDED SERVICES TO BE PROVIDED BY CONTACT CENTER HEREUNDER. 

  
 IN NO EVENT SHALL CONTACT CENTER BE LIABLE TO OCM FOR ANY LOST PROFITS, LOSS OF DATA, LOSS OF USE, BUSINESS INTERRUPTION OR
OTHER SPECIAL, INCIDENTAL, INDIRECT OR CONSEQUENTIAL DAMAGES, INCLUDING, WITHOUT LIMITATION, PUNITIVE DAMAGES, UNLESS INCURRED AS A RESULT OF OR IN CONNECTION WITH CONTACT CENTER’S FRAUDULENT OR INTENTIONAL MISCONDUCT. 
  
 CONTACT CENTER ASSUMES NO RESPONSIBILITIES OR OBLIGATIONS WHATEVER, OTHER
THAN THE RESPONSIBILITIES AND OBLIGATIONS EXPRESSLY SET FORTH IN THIS AGREEMENT. 
  

	2.9	Limitation of Liability. Notwithstanding anything contained to the contrary herein, Contact Center’s maximum total liability, and that of any of its affiliates and their
officers, directors, employees, agents and representatives (collectively, the “Contact Center Affiliates”), arising out of, relating to or in connection with this Agreement shall in no event exceed the amount of compensation and fees paid
to Contact Center pursuant to the terms of this Agreement in the twelve (12) month period ending immediately prior to the event giving rise to such liability, unless such liability resulted from or arose in connection with Contact Center’s
fraudulent or intentional misconduct. The provisions of this paragraph will apply regardless of the form of action, damage, claim, liability, cost, expense, or loss whether in contract, statute, tort (including without limitation, negligence) or
otherwise. 

  
 ARTICLE III 
  
 Contact Center’s Fees 
  

	3.1	 Compensation. In consideration of the performance of Contact Center’s duties set forth herein, OCM shall pay to Contact Center a management fee of
$7,000 per month plus a fee equal to 105% of OCM’s proportionate share of all variable costs incurred in connection with the Provided Services, which shall currently include telephone and labor costs (collectively the “Service Fee”).
Any other specifically requested variable costs requested by OCM shall be paid by OCM at a rate of 105% of such costs and shall be added to the Service Fee. The management fee portion of the Service Fee may be adjusted annually to reflect increased
fixed costs subject, however, to a 10% capped increase per year. Contact Center shall give OCM at 

  

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least ninety (90) days prior notice of any increase, including, in reasonable detail, the reasons for such increase. 

  

	3.2	Invoicing and Payment. Contact Center shall invoice OCM on a monthly basis during the term of this Agreement, with such invoice payable by OCM within thirty (30) days of
receipt thereof. Charges shall be paid in United States Dollars upon receipt of the invoice. A finance charge of one and one-half percent (1 1/2%) per month or the highest amount allowed by law, whichever is greater, will be assessed on all payments that are more than ten (10) days past due. Any amounts outstanding for more than
thirty (30) days after the due date shall constitute a material breach on the part of OCM, and shall entitle Contact Center to cease providing the Provided Services unless and until all past due amounts are paid in full.

  

	3.3	Reimbursement of Expenses. All extraordinary out-of-pocket expenses incurred by Contact Center in connection with the Provided Services, such as outside legal, accountants,
auditors, valuation consultants, casualty losses and excess insurance coverage, shall be invoiced to and reimbursed by OCM to Contact Center under section 3.2 above. This shall be in addition to the Service Fee. 

  

	3.4	Taxes. The fees and expenses for Provided Services do not include taxes. If Contact Center is required to pay any federal, state, country or local taxes based on the Provided
Services provided under this Agreement, other than taxes based solely on Contact Center’s income, such taxes shall be billed to and paid by OCM under section 3.2 above. 

  
 ARTICLE IV 
  
 Liability of Contact Center; Indemnification 
  

	4.1	 Indemnification. Except to the extent required by applicable law, neither Contact Center, nor any of its employees (including the Provided Services),
officers, managers, agents or members (collectively, “Indemnitees”) shall be liable to OCM, and OCM agrees to indemnify and hold harmless the Indemnitees from and against any and all liabilities, losses, damages, costs and expenses
(including, without limitation, attorneys’ and accountants’ fees), deficiencies, judgments, actions, causes of action, proceedings, demands or claims of whatever nature (collectively, “Damages”) arising from or in any way
related to (i) Provided Services provided by Contact Center pursuant to this Agreement unless due to Contact Center’s fraudulent or intentional misconduct, or (ii) any accident, injury or damage whatsoever during the conduct of
OCM’s operations caused to any person or to the property of any person, occurring on or after the date hereof and prior to the termination of this Agreement, except to the extent such Damages are caused by or result from any fraudulent or
intentional misconduct by Contact Center or its employees, officers, directors or agents. The termination of a proceeding by 

  

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judgment, order, settlement or conviction, or upon a plea of nolo contendere or its equivalent, shall not, of itself, create a presumption that an action or
inaction involves fraudulent or intentional misconduct. 

  
 ARTICLE V 
  
 Miscellaneous 
  

	5.1	Insurance. To the extent that Contact Center maintains commercial liability coverage and business interruption insurance, it shall list OCM and its affiliates and
subsidiaries as additional insured on such policies and will provide OCM a certificate of insurance evidencing any such coverage. Any additional costs whatsoever and howsoever incurred by Contact Center in connection with OCM being named an
additional insured on such policies shall be borne in full by OCM. 

  

	5.2	Independent Contractor. Nothing herein shall be construed or deemed to create a joint venture, contract of employment or partnership. All debts and liabilities to and
contracts or agreements with any person or entity incurred or entered into by Contact Center in the performance of the Provided Services hereunder shall be the debts and liabilities of, and be binding upon, OCM. Contact Center shall not be liable to
any person or organization for any debt, liability or obligation of OCM incurred or created pursuant to the authority granted in this Agreement or by reason of its other management, direction or conduct of OCM’s operations unless Contact
Center, by written agreement with the party seeking to enforce such debt, liability or obligation, expressly assumes or guarantees any such debt, liability or obligation. Contact Center shall not be required, under any circumstances, to guarantee or
assume any obligation or liability of OCM. The Board of Managers of OCM shall be deemed to control all aspects of the manner in which OCM’s business is conducted. Contact Center shall not be liable by virtue of the performance of its duties
hereunder for any breach of any licensing or other agreement between OCM and any other party, or for any liability for any trademark infringement, unfair competition, patent infringement or other violation of the intellectual property rights of
another entity as a result of the manner in which OCM’s business is conducted, except to the extent such violation is the result of the willful misconduct of Contact Center. 

  

	5.3	 OCM Support of Provided Services. OCM acknowledges that the timely, complete and accurate provision of the Provided Services requires assistance,
cooperation, information and data from its officers, agents, managers, partners, members and employees, and suitably configured computers and software, and that Contact Center’s ability to complete any Provided Services is dependent upon the
same. If any of the aforementioned items are not provided or provided in such a way that Contact Center is hindered in its ability to effectively perform the Provided Services, Contact Center shall so inform OCM. Failure on the part of OCM to meet
its obligations under this section may result in increased cost, delayed 

  

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schedule and/or a breach of this Agreement. Contact Center and OCM shall cooperate and work in good faith independently and together to remedy any such
instances. 

  

	5.4	Headings. All article and section headings in this Agreement are for convenience only and shall not be deemed to control or affect the meaning or construction of any
provisions hereof. 

  

	5.5	Binding Effect. This Agreement shall be binding upon and inure to the benefit of the parties hereto and their respective successors and assigns. 

  

	5.6	Integration. This Agreement constitutes the entire agreement between the parties pertaining to the subject matter hereof and supersedes all prior agreements and
understandings, oral or written, pertaining thereto. 

  

	5.7	Counterparts. This Agreement may be executed in any number of counterparts, all of which together shall constitute one agreement binding on the parties hereto.

  

	5.8	Applicable Law. This Agreement shall be governed by and construed and enforced in accordance with the laws of the State of New York, without giving effect to its principles
of conflicts of laws. 

  

	5.9	Severability. In the event any provision of this Agreement is held to be invalid or unenforceable, the valid or enforceable portion thereof and the remaining provisions of
this Agreement will remain in full force and effect. 

  

	5.10	Amendments. This Agreement may not be amended or modified, nor may any provision hereof be waived, other than by a written instrument signed by the parties hereto.

  

	5.11	No Waiver. Failure by either party hereto to enforce at any time or for any period of time any provision or right hereunder shall not constitute a waiver of such provision or
of the right of such party thereafter to enforce each and every such provision. 

  

	5.12	Assignment. Either party hereto shall have the right to assign this Agreement with the prior written consent of the other party, which consent shall not be unreasonably
withheld or delayed; provided that no such consent shall be needed in connection with any merger, consolidation or reorganization or in connection with a transfer of all or substantially all of such party’s business and assets.

  

	5.13	 Force Majeure. Contact Center will be excused for any failure or delay in performing any of its obligations under this Agreement if such failure or delay is
caused by Force Majeure. “Force Majeure” means any act of God or the public 

  

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enemy, any accident, explosion, fire, storm, earthquake, flood, strike, computer outage or virus, telecommunications failure or any other circumstance or
event beyond Contact Center’s reasonable control. 

  

	5.14	Notices. Any notice, request, consent or communication (collectively a “Notice”) under this Agreement shall be effective only if it is in writing and
(a) personally delivered, (b) sent by certified or registered mail, return receipt requested, postage prepaid, (c) sent by a nationally recognized overnight delivery service, with delivery confirmed, or (d) telexed or telecopied,
with receipt confirmed, as indicated below. A Notice shall be deemed to have been given as of the date when (i) personally delivered, (ii) three days after when deposited with the United States mail properly addressed, (iii) the next
day when delivered during business hours to said overnight delivery service, properly addressed and prior to such delivery service’s cutoff time for next day delivery, or (iv) when receipt of the telex or telecopy is confirmed, as the case
may be, unless the sending party has actual knowledge that a Notice was not received by the intended recipient. 

  
 If to AMG Direct, LLC: 
  
 Ronda Wagner 
 AMG Direct, LLC 
 780 Brooksedge Plaza Drive 
 Westerville, Ohio
43081 
  
 With a copy to: 
  
 dELiA*s, Inc. 
 435 Hudson Street 
 New York, New York 10014

 Attn: General Counsel 
  
 If to On Campus Marketing, LLC: 
  
 On Campus Marketing 
 3 Graphic Drive

 West Trenton, New Jersey 08628 
 Attn: Andrew McDade 
  
 With a copy to: 
  
 Alloy, Inc. 
 151 West 26th Street

 New York, New York 10001 
 Attn: General Counsel 
  

 - 8 - 

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

	
	 AMG DIRECT, LLC
  

	 By: /s/ Robert E.
Bernard                                       
      

	 Name: Robert E. Bernard

	 Title:   Chief Executive Officer

	  
  
 ON CAMPUS MARKETING, LLC
  

	 By: /s/ James K. Johnson,
Jr.                                      
 

	 Name: James K. Johnson, Jr.

	 Title:   President

  

 - 9 -

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