Luxury Irish retailers Brown Thomas and Arnotts plead guilty to breaking sales pricing laws

Brown Thomas Arnotts has pleaded guilty to breaking Irish sales pricing laws following a prosecution taken by the Competition and Consumer Protection Commission (CCPC).

The luxury department store group admitted the breaches at Dublin District Court on Monday after the CCPC carried out online pricing sweeps during key sales periods, including Black Friday in late 2024.

The prosecution followed investigations conducted between October and December 2024, examining whether advertised discounts complied with sales pricing rules introduced in 2022.

Under the legislation, any discount must be based on the lowest price charged in the previous 30 days, and that prior price must be clearly displayed on price tags or advertisements.

The case was heard by Judge Michael Ramsey, who ordered Brown Thomas Arnotts Ltd to pay €1,000 to the Little Flower Penny Dinners charity, along with the CCPC’s legal costs.

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Upon payment by March 16, 2026, the matter will be struck out. If the retailer fails to make the payment within the time allowed, it will instead be required to pay a €1,000 fine within three months.

Commenting on the outcome, CCPC Commission Member Patrick Kenny said the case was an important reminder for retailers.

“Today marks another important outcome for the CCPC in ensuring consumers can shop with confidence, and that retailers can compete fairly on a level playing field,” he said.

“It is crucial that businesses are transparent on pricing, and the CCPC will not allow traders to mislead consumers into thinking they are getting a better deal than they actually are.”

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Mr Kenny said accurate pricing is particularly important during time-pressured sales periods, when consumers are making quick purchasing decisions.

“Consumers have a legal right to clear, transparent pricing, knowing that the price they see is the price they’ll pay,” he said, adding that the CCPC will continue to take enforcement action where it suspects breaches of the law.

Brown Thomas Arnotts operates stores on Grafton Street and Henry Street in Dublin, as well as in Dundrum, Blanchardstown, Cork, Limerick and Galway, alongside its online platform.

The case forms part of a wider series of prosecutions brought by the CCPC under sales pricing legislation. In 2025, retailers including Lifestyle Sports, DID Electrical, Rathwood and Boots also pleaded guilty to similar offences.