Our “Compare At” price is the price with the line strikethrough next to some of our products. This is what our percentage off promotions or discounts are often based on. We want to inform you that the way we decide our “Compare At” price depends on various factors, including market research we’ve previously carried out, our own general internal pricing analysis and through an understanding of what our competitors are charging. If you frequently shop with us, you may have noticed we’ve previously sold a particular product at the “Compare At” price, however, this does not necessarily reflect the former sales price of an identical product on site. We believe that our “Compare At” price is a fair indication of what one of our competitors would sell a particular product (or one similar to it) at full retail price, in one of their stores and/or online, before applying their own promotions or discounts. That’s why before purchase, it’s important to acknowledge that you fully understand that our “Compare At” price represents our opinion and insight of the full retail value of the product today, and that it is not necessarily reflective of our former sales price of the product. We continue to ensure your shopping experience is at the utmost standard and thank you for your continued loyalty.