On that specific product, at this specific time, theirs is cheaper - although none of us can get stock at the moment. Like I said above, we charge the recommended retail price on all items. If other stores choose to play around with the price, that is their business.
The price will differ...
We just stick to the rules and charge the Ellies recommended retail price. The other retailers simply add a lot of markup. Big retail stores are renowned for adding a lot of markup. However, they also have a lot of overheads we don't have - and need to cover those somehow. We are a much smaller...