Comfrt is facing a new class action lawsuit that accuses the apparel brand of using “fake” discounts and constant sale messaging to trick shoppers into believing they are getting limited-time deals, when the same prices are allegedly available year-round. Filed in California federal court, the complaint claims Comfrt’s strikethrough pricing and rotating sale banners amount to a deceptive, ongoing pricing scheme.
What the Comfrt lawsuit claims
Plaintiff Trisha Saini alleges that Comfrt LLC advertises apparel with inflated “regular prices” — often listed at $20 or higher — next to supposed sale prices in the $29 to $49 range. This side-by-side presentation, she says, is designed to make customers feel they are receiving steep, time-sensitive savings.
According to the lawsuit, these list prices were never genuine and do not reflect the true, prevailing market price at which Comfrt actually sells its products. Instead, Saini alleges that the lower “sale” price is…
effectively the everyday price, while the higher crossed-out price exists mainly to manufacture the appearance of a deep discount. Rotating “sales” and manufactured urgency A key focus of the complaint is Comfrt’s use of rotating promotional banners across its website.
Saini says the brand cycles through messages such as “Winter Sale,” “Spring Sale,” and “New Year’s Sale,” all of which imply a special, limited-time event.
However, the lawsuit claims that while the banner names change, the underlying prices remain basically the same, with the same products offered at the same “discounted” rates throughout the year.
By continuously dressing its standard pricing in seasonal sale language and highlighting claims such as “up to 60% off,” Comfrt allegedly creates a false sense of urgency that pressures shoppers to buy now rather than risk losing the deal…
Members-only article
Unlock the rest of this story
Join free to keep reading RetailBoss retail coverage, industry analysis, and market intelligence.
- Full article access
- Industry analysis
- Free account
Free access. No credit card required. Your account is created after you verify your email.
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.