What is LEGO's Strategy on Regional Pricing? Availability?

RJAS1972

I'm intrigued by the different prices on the various S@H in the Euro zone. I've randomly picked 3 sets and 3 countries:
Set...........................Portugal France Germany
10240 X-Wing..........199.99 214.99 199.99
10243 Parisian Rest..159.99 149.99 149.99
75059 Sandcrawler...309.99 319.99 299.99

As you can see there's not an obvious standard, other than Germany allways having the lowest price. I would understand if the prices where higher in countries with higher VAT, but when one country gets the lower price in one set and the higher in another...
Any ideas?

alijoezac

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Daragh

For once Ireland seems to have done even better: Price €294.99 for #75059

legomatt

Short answer: Nobody knows (at least, nobody is telling). And TLG is not forthcoming with very convincing explanations either, which just leads me to conclude it's simply: Because they can.

From what I can make out, I think Lego pricing is purely down to what they believe they can charge in each region, what they think each region 'expects' a price to be, and what they think will sell better regionally, and making these decisions without causing detrimental impact on brand status or market share/revenue in those regions.

The differences existing at all are probably something of a hangover from the days of multiple currencies (but brand value continuing as was, no need to level off prices). But today, such price differences look somewhat arbitrary at times, and often make no apparent sense.

I don't think they care too much about these perceived discrepancies, beyond (dare I say it), I sometimes get the impression they'd rather we couldn't seen them at all - but damn that single currency, internet, and global communication - the cat's out the bag, and particularly awkward any time one region gets a price break at the perceived cost of another.

That's one take on it, at least.

Bluefairy_56

I agree it's not fair...it's also not fair that we hear of sales 20% - 50% off at the S@H (mostly in the USA) but I've not seen it happen in Australia yet!

Aleydita

It depends on your definition of fair to be honest. Wages tend to be lower in Germany than most other western European countries which could mean their distribution costs are also lower, but my guess is that they're just trying not to price themselves out of the market.

I paid €4.99 for the Mixels here in Belgium despite them costing just £2.99 in the UK. That's 1/3rd more expensive just about. I was annoyed when I realised but that's just the way it is. It does sometimes work the other way, for example #31019 Forest Animals is €17.99 here but about £3 more expensive in the UK.