diff --git a/viz/app/item_page.js b/viz/app/item_page.js
index 3ea09cf..cf1a209 100644
--- a/viz/app/item_page.js
+++ b/viz/app/item_page.js
@@ -11,12 +11,40 @@ let CHART = null;
 
 /* ---------------- Static marker lines ---------------- */
 
-const BC_STORE_KEYS = new Set(["vessel", "tudor", "bcl", "strath", "gull", "vintagespirits", "legacy"]);
+// --- Province store matching (robust to labels like "Vessel Liquor", "BCL", etc.) ---
+const BC_STORE_NAMES = new Set([
+  "bcl",
+  "tudorhouse",
+  "vesselliquor",
+  "strathliquor",
+  "gullliquor",
+  "vintagespirits",
+  "legacyliquor",
+]);
 
 function normStoreLabel(s) {
   return String(s || "")
     .toLowerCase()
-    .replace(/[^a-z0-9]+/g, "");
+    .replace(/&/g, "and")
+    .replace(/[^a-z0-9]+/g, " ")
+    .trim()
+    .replace(/\s+/g, "");
+}
+
+function isBcStoreLabel(label) {
+  const n = normStoreLabel(label);
+  if (BC_STORE_NAMES.has(n)) return true;
+
+  // extra fuzzy contains for safety
+  if (n.includes("vessel")) return true;
+  if (n.includes("tudor")) return true;
+  if (n === "bcl") return true;
+  if (n.includes("strath")) return true;
+  if (n.includes("gull")) return true;
+  if (n.includes("vintagespirits")) return true;
+  if (n.includes("legacy")) return true;
+
+  return false;
 }
 
 function meanFinite(arr) {
@@ -79,27 +107,22 @@ const StaticMarkerLinesPlugin = {
     const { ctx } = chart;
     const { left, right, top, bottom } = area;
 
-    const lineWidth = Number.isFinite(opts?.lineWidth) ? opts.lineWidth : 2;
-    const baseAlpha = Number.isFinite(opts?.alpha) ? opts.alpha : 0.22; // faint
-    const labelAlpha = Number.isFinite(opts?.labelAlpha) ? opts.labelAlpha : 0.75;
-    const strokeStyle = String(opts?.color || "#9aa4b2"); // light grey-blue
+    const lineWidth = Number.isFinite(opts?.lineWidth) ? opts.lineWidth : 1.25; // thinner
+    const baseAlpha = Number.isFinite(opts?.alpha) ? opts.alpha : 0.38; // brighter than before
+    const strokeStyle = String(opts?.color || "#7f8da3"); // light grey-blue
+
+    // "marker on Y axis" text
     const font =
       opts?.font ||
-      "12px system-ui, -apple-system, Segoe UI, Roboto, Helvetica, Arial, sans-serif";
-
-    // Put labels "on the Y axis" (left side of plot) with a small background pill
-    const labelPadX = 6;
-    const labelPadY = 3;
-    const labelInset = 4; // from chartArea.left
-    const labelBgAlpha = Number.isFinite(opts?.labelBgAlpha) ? opts.labelBgAlpha : 0.9;
-    const labelBg = String(opts?.labelBg || "rgba(255,255,255,0.92)");
-    const labelBorderAlpha = Number.isFinite(opts?.labelBorderAlpha) ? opts.labelBorderAlpha : 0.25;
+      "600 11px system-ui, -apple-system, Segoe UI, Roboto, Helvetica, Arial, sans-serif";
+    const labelColor = String(opts?.labelColor || "#556274");
+    const axisInset = Number.isFinite(opts?.axisInset) ? opts.axisInset : 2;
 
     ctx.save();
     ctx.setLineDash([]); // SOLID
     ctx.lineWidth = lineWidth;
     ctx.font = font;
-    ctx.textBaseline = "middle";
+    ctx.fillStyle = labelColor;
 
     for (const m of markers) {
       const yVal = Number(m?.y);
@@ -116,67 +139,27 @@ const StaticMarkerLinesPlugin = {
       ctx.lineTo(right, py);
       ctx.stroke();
 
-      // label at Y axis (left edge)
+      // tiny tick mark on the y-axis edge
+      ctx.beginPath();
+      ctx.moveTo(left, py);
+      ctx.lineTo(left + 6, py);
+      ctx.stroke();
+
+      // label just to the left of the plot area, aligned like an axis marker
       const text = String(m?.text || "");
       if (text) {
-        const label = `${text}`;
-        const value = `$${yVal.toFixed(2)}`;
-
-        // two-line label: name + value
-        const line1 = label;
-        const line2 = value;
-
-        const w1 = ctx.measureText(line1).width;
-        const w2 = ctx.measureText(line2).width;
-        const w = Math.max(w1, w2);
-
-        const boxW = w + labelPadX * 2;
-        const boxH = 24; // fits 2 lines at 12px-ish
-        const boxX = left + labelInset;
-        const boxY = py - boxH / 2;
-
-        // keep box within chartArea
-        const clampedY = Math.min(Math.max(boxY, top), bottom - boxH);
-
-        // background pill
-        ctx.save();
-        ctx.globalAlpha = labelBgAlpha;
-        ctx.fillStyle = labelBg;
-        roundRect(ctx, boxX, clampedY, boxW, boxH, 6);
-        ctx.fill();
-
-        // subtle border
-        ctx.globalAlpha = labelBorderAlpha;
-        ctx.strokeStyle = String(m?.color || strokeStyle);
-        ctx.lineWidth = 1;
-        ctx.stroke();
-
-        // text
-        ctx.globalAlpha = Number.isFinite(m?.labelAlpha) ? m.labelAlpha : labelAlpha;
-        ctx.fillStyle = String(m?.labelColor || "#2b2f36");
-        ctx.textBaseline = "alphabetic";
-        ctx.fillText(line1, boxX + labelPadX, clampedY + 11);
-        ctx.fillText(line2, boxX + labelPadX, clampedY + 22);
-        ctx.restore();
+        ctx.globalAlpha = 0.95;
+        ctx.fillStyle = String(m?.labelColor || labelColor);
+        ctx.textBaseline = "middle";
+        ctx.textAlign = "right";
+        ctx.fillText(text, left - axisInset, py);
       }
     }
 
     ctx.restore();
-
-    function roundRect(ctx2, x, y, w, h, r) {
-      const rr = Math.min(r, w / 2, h / 2);
-      ctx2.beginPath();
-      ctx2.moveTo(x + rr, y);
-      ctx2.arcTo(x + w, y, x + w, y + h, rr);
-      ctx2.arcTo(x + w, y + h, x, y + h, rr);
-      ctx2.arcTo(x, y + h, x, y, rr);
-      ctx2.arcTo(x, y, x + w, y, rr);
-      ctx2.closePath();
-    }
   },
 };
 
-
 export function destroyChart() {
   if (CHART) {
     CHART.destroy();
@@ -899,20 +882,22 @@ export async function renderItem($app, skuInput) {
     .map((s) => ({ label: s.label, mean: meanFinite(s.values) }))
     .filter((x) => Number.isFinite(x.mean));
 
-  const bcMeans = storeMeans.filter((x) => BC_STORE_KEYS.has(normStoreLabel(x.label)));
-  const abMeans = storeMeans.filter((x) => !BC_STORE_KEYS.has(normStoreLabel(x.label)));
+  const bcMeans = storeMeans.filter((x) => isBcStoreLabel(x.label));
+  const abMeans = storeMeans.filter((x) => !isBcStoreLabel(x.label));
 
   const markers = [];
+
   if (bcMeans.length >= 3) {
     const y = medianFinite(bcMeans.map((x) => x.mean));
-    if (Number.isFinite(y)) markers.push({ y, text: "BC median" });
-  }
-  if (abMeans.length >= 3) {
-    const y = medianFinite(abMeans.map((x) => x.mean));
-    if (Number.isFinite(y)) markers.push({ y, text: "AB median" });
+    if (Number.isFinite(y)) markers.push({ y: Math.round(y), text: "BC Median" });
   }
 
-  // Target price: pick 3 lowest per-store mins (distinct stores by construction), then average (>=3 stores)
+  if (abMeans.length >= 3) {
+    const y = medianFinite(abMeans.map((x) => x.mean));
+    if (Number.isFinite(y)) markers.push({ y: Math.round(y), text: "AB Median" });
+  }
+
+  // Target price: pick 3 lowest per-store mins (distinct stores), then average (>=3 stores)
   const storeMins = seriesSorted
     .map((s) => ({ label: s.label, min: minFinite(s.values) }))
     .filter((x) => Number.isFinite(x.min))
@@ -920,50 +905,50 @@ export async function renderItem($app, skuInput) {
 
   if (storeMins.length >= 3) {
     const t = (storeMins[0].min + storeMins[1].min + storeMins[2].min) / 3;
-    if (Number.isFinite(t)) markers.push({ y: t, text: "Target" });
+    if (Number.isFinite(t)) markers.push({ y: Math.round(t), text: "Target" });
   }
 
   const ctx = $canvas.getContext("2d");
-
   CHART = new Chart(ctx, {
     type: "line",
     data: { labels, datasets },
-    // keep instance plugin for v3+, and also safe for many v2 builds
     plugins: [StaticMarkerLinesPlugin],
     options: {
       responsive: true,
       maintainAspectRatio: false,
       interaction: { mode: "nearest", intersect: false },
-  
+
       // v2 fallback (plugin reads this)
-staticMarkerLines: {
-  markers,
-  color: "#9aa4b2",
-  alpha: 0.20,
-  lineWidth: 2,
-  labelAlpha: 0.85,
-  labelBg: "rgba(255,255,255,0.92)",
-  labelBgAlpha: 0.95,
-  labelBorderAlpha: 0.22,
-},
-
-plugins: {
-  // v3+ (plugin reads this too)
-  staticMarkerLines: {
-    markers,
-    color: "#9aa4b2",
-    alpha: 0.20,
-    lineWidth: 2,
-    labelAlpha: 0.85,
-    labelBg: "rgba(255,255,255,0.92)",
-    labelBgAlpha: 0.95,
-    labelBorderAlpha: 0.22,
-  },
-
-  legend: { display: true },
-  tooltip: { /* unchanged */ },
-},
+      staticMarkerLines: {
+        markers,
+        color: "#7f8da3",
+        alpha: 0.38,
+        lineWidth: 1.25,
+        labelColor: "#556274",
+        axisInset: 2,
+      },
 
+      plugins: {
+        // v3+ (plugin reads this too)
+        staticMarkerLines: {
+          markers,
+          color: "#7f8da3",
+          alpha: 0.38,
+          lineWidth: 1.25,
+          labelColor: "#556274",
+          axisInset: 2,
+        },
+        legend: { display: true },
+        tooltip: {
+          callbacks: {
+            label: (ctx) => {
+              const v = ctx.parsed?.y;
+              if (!Number.isFinite(v)) return `${ctx.dataset.label}: (no data)`;
+              return `${ctx.dataset.label}: $${v.toFixed(2)}`;
+            },
+          },
+        },
+      },
       scales: {
         x: { ticks: { maxRotation: 0, autoSkip: true, maxTicksLimit: 12 }, grid: { display: false } },
         y: {
@@ -977,7 +962,6 @@ plugins: {
       },
     },
   });
-  
 
   const yScale = CHART.scales?.y;
   const tickCount = yScale?.ticks?.length || 0;