Debenhams in Ireland - over the odds pricing strategy pays off, Irish shoppers pay the bills

Like several other British retailers in Ireland, the strategy of overcharging for goods (well above like for like pricing in the UK stores) is paying dividends - literally. As one might expect in tough times, overall revenues for Debenhams have fallen €10m in the past year. But for all of you Debenhams Irish shoppers out there, you will be more than happy to learn that your willingness to pay substantially higher prices than shoppers in Debenhams British stores, the company is in fine mettle overall.

Debenhams reports that headline pre-tax profit in their Irish stores in the year to end August 2010 jumped almost 21pc to £151m. Net debt was reduced, from £517m to £73.5m. According to the company, the figures represent an increase in headline profit before tax of more than 20pc on a one-year basis and 37pc on a two year basis.

No wonder that Ireland was recently recognised as being one of the most generous charitable givers per head of population in the world. But surely it's time to rein in the ropes. Demanding fair and equitable prices by ALL British retailers in Ireland should become a priority. Who's going to make the first move?

It's off to Dunnes for me. More later!