The Virginia Retail Federation (VRF) is a statewide trade association that represents retailers and allied businesses in the Commonwealth of Virginia. VRF’s mission is to proactively present and support the legislative interests of Virginia retailers at the federal, state, and local levels and to build a collective, pro-business voice for the retail industry.
Advocates a pro-business legislative agenda that typically opposes additional employer mandates, private cause-of-action expansions, industry-specific taxes, and burdensome reporting requirements; focuses on employment and workforce regulation, taxes and fees, sales and marketing rules, consumer protection and credit issues, retail crime and public safety, and state and local regulatory matters affecting retailers.
Primarily funded by member dues and fees, PAC contributions and political fundraising, sponsorships and event revenue, and financial support from partnering retail organizations.
Partner organizations include Retail Alliance and InUnison (formerly the Retail Merchants Association); associated entities include the Retail Alliance Foundation and consulting/lobbying partners such as Lamar Consulting; prominent individuals publicly connected to VRF activity include Jennifer Crittenden (Retail Alliance leadership) and Jodi Roth (VRF Director, Government Affairs).
Trade association / membership advocacy organization
