Brown Thomas Arnotts has pleaded guilty to breaking Irish sales pricing laws, following a prosecution brought by the Competition and Consumer Protection Commission (CCPC).
The department store group admitted the offence at Dublin District Court today, after an investigation linked to online pricing practices during the Black Friday sales period late last year. The case arose from CCPC online sweeps carried out between October and December 2024, which examined how retailers advertised discounts during peak sales activity.
Under Irish and EU consumer law, retailers must calculate any advertised discount based on the lowest price charged in at least the previous 30 days. That prior price must also be clearly displayed alongside the discounted price on any price tag or promotional material. The rules were introduced in 2022 to prevent misleading sales practices and so-called “false discounts”.
The CCPC found that Brown Thomas Arnotts had failed to comply with these requirements, leading to the prosecution. The case forms part of a wider enforcement campaign by the consumer watchdog, which has increasingly focused on large retailers during high-pressure sales events.
At today’s hearing, Judge Michael Ramsey ordered Brown Thomas Arnotts to pay €1,000 to the Little Flower Penny Dinners charity, as well as legal costs to the CCPC. The court was told that once these payments are made by March 16, 2026, the matter will be struck out.
However, if the retailer defaults on payment within the time allowed, the court ordered that it would then be required to pay a €1,000 fine within three months.
Brown Thomas Arnotts operates some of Ireland’s most prominent department stores, including flagship locations on Grafton Street and Henry Street in Dublin, as well as outlets in Dundrum, Blanchardstown, Cork, Limerick, and Galway, alongside its online retail platform.
Today’s guilty plea follows a series of similar prosecutions under the same legislation. In 2025, retailers including Lifestyle Sports, DID Electrical, Rathwood, and Boots also pleaded guilty to breaching sales pricing laws, highlighting a broader crackdown on misleading discount practices across the retail sector.
Speaking after the hearing, Patrick Kenny, Commission Member at the CCPC, said the outcome was another important step in protecting consumers and ensuring fair competition among retailers.
“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,” he said.
Mr Kenny emphasised that clear pricing is particularly important during major sales events, when shoppers may feel pressured to make quick purchasing decisions.
“Consumers have a legal right to clear, transparent pricing, knowing that the price they see is the price they'll pay. This is particularly important during time-pressured sales periods, when consumers are making quick purchasing decisions, trusting that the price displayed is accurate and the stated discount represents a genuine reduction on the prior price,” he added.
He also reiterated that while the CCPC works with businesses to help them understand their legal obligations, enforcement action will follow where breaches are identified.
“While we continue to support businesses to understand and meet their obligations, we have always been clear that where we suspect businesses are breaking the law, we can and will take enforcement action, up to and including prosecution,” Mr Kenny said.
The case serves as a reminder to Irish consumers to remain alert during sales periods, and to retailers that discount pricing must be supported by accurate and transparent information, regardless of brand size or market position.
