A furniture retailer has removed promotional offers from its website shortly after being publicly criticised in a national television investigation, fuelling speculation about its commercial future.
The scrutiny came from the Danish public broadcaster DR, whose programme questioned the company's sales practices and marketing claims. Following the broadcast, observers noted that discounted deals, previously a prominent feature, were no longer displayed online, suggesting a sudden strategic shift.
© Nikolay Antonov | Dreamstime
The company at the centre of the controversy is My Home Møbler. The firm had been criticised in the programme for allegedly misleading pricing tactics, particularly the widespread use of perpetual "offers". In response, the business stated that it complies with applicable rules but has nonetheless removed the promotions from its website.
It remains unclear whether the move is temporary or signals a deeper restructuring of its sales approach. The case highlights broader concerns about discount culture in the furniture sector, where constant sales campaigns can blur the line between genuine reductions and standard pricing. Regulators and consumer advocates are increasingly scrutinising such practices, raising pressure on retailers to demonstrate transparency.
Source: www.wood-supply.dk
