Earlier this week my wife had a little time to kill in Cambridge, so she went into a famous shop. Certainly in the past they used the phrase "never knowingly undersold" meaning if you could find it cheaper they would refund you. I think they have dropped this now with internet competition.
They run as a worker's co-operative with staff sharing in profits. They seem to charge huge amounts for goods and they must be struggling in the fierce retail market. It would not surprise me if they do not survive in their current form. It is a nice shop, but they change silly prices.
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