Yep, they can sell for less in store. Kimpex just wants them to have the same advertised price on line and in their catalogue as every other distributor of theirs.
In its simplest form, Minimum Advertised Pricing (or MAP, as it is more commonly referred) is the lowest price a retailer can advertise the product for sale. Not the lowest price they can sell it in their store, but the lowest they can show online or in an advertisement.