Selecting the right merchandising assortment is risky, but Starbucks reduces the inherent risks by adhering to the following five unwritten merchandise relevancy guardrails:

1. Merchandise quality matches the high quality of Starbucks’ coffee.
2. Merchandise links directly to coffee or to a “coffee moment.”
3. Starbucks can make the product uncommonly better by adding innovation and or unique style.
4. The product offers distribution opportunities outside of Starbucks stores, such as grocery stores, online, etc.
5. The product provides customers “rewarding moments,” be it in a Starbucks store, in a customer’s home, at a customer’s place of work, or while a customer is on the go.