It's long believed there's a loophole in UK law which allows these types of "continuous sales" tactics. Provided the product is available at RRP in _one_ of th

It's long believed there's a loophole in UK law which allows these types of "continuous sales" tactics. Provided the product is available at RRP in _one_ of the shops within the same company (i.e. a chain) for a minimum time period (say, 60 days), it can be priced as a "discount" in another store. The trick used it to have a shop in the middle of nowhere (for example, north Scotland) which rotates products on the shop floor. This shop operates purely at a loss except for some desperate customers who will pay through the nose for a product due to convenience. A mattress would be for sale at GBP 999 for 60 days there, and promoted as a discount at GBP 499 in _every other store_ they own. They make profit on selling 50x products at the discount vs. a single product at original price.