The Danish Consumer Ombudsman has referred a furniture retailer to the police over widespread pricing and marketing violations. Between 2024 and 2025, the chain allegedly breached the Price Marking Executive Order and the Marketing Act's rules against misleading information in 29 separate instances.
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Investigations revealed that certain products of the company, Ilva, including a dining chair and a sofa, were unavailable for significant portions of the monitored period, raising questions about the accuracy of advertised "normal" prices. The Ombudsman noted that Ilva's practices may have misled consumers about actual savings, as the company failed to calculate discounts based on the lowest price over the previous 30 days, as required by law.
Ilva's CEO, Kim Møller Mønster, acknowledged the situation, stating the company is taking the matter seriously and is awaiting further direction from authorities. The case adds to ongoing scrutiny of Ilva's pricing practices and broader strategy adjustments in recent years.
Source: www.wood-supply.dk
