Daells Bolighus has taken a bold step toward combating what it calls widespread, misleading discount practices in the Danish furniture industry. The retailer has submitted a citizen proposal calling for Denmark to introduce two fixed annual sale periods, inspired by the French model.
© Nikolay Antonov | Dreamstime
CEO Brian Seemann Broe argues that year-round sale signs and artificial discounts have created a structural problem that misleads consumers and damages the sector's credibility.
"Legislation is being broken week after week, and the consequences are largely non-existent," Broe says. "Consumers are being misled, and politicians can no longer turn a blind eye."
A French-style solution
In France, retailers may run sales only twice a year—one winter and one summer sale, each lasting around four weeks. Items must have been sold at a regular price for at least a month beforehand, and stores cannot build up inventory solely for sale events.
Daells Bolighus is calling for similar rules in Denmark to create clearer boundaries and strengthen enforcement by the Consumer Ombudsman.
If the citizen proposal reaches 50,000 signatures, the issue will be sent to the Danish Parliament for consideration.
Source: www.wood-supply.dk
