1. Purpose

This policy sets out the terms under which Maxfe Ltd t/a Bonfire (“Bonfire”, “we”, “us”, “our”) may agree to match a competitor’s price for products and installation services. It is intended to provide transparency for customers while ensuring compliance with UK consumer law and maintaining commercial viability.

2. Scope

This policy applies to:

Product only sales supplied by Bonfire; and
Installation and service quotations provided by Bonfire.

3. Installation and Service Price Matching

3.1 Bonfire will do its best to match genuine like-for-like installation or service quotations from UK competitors.
3.2 A like-for-like installation or service must reflect:

Identical or equivalent product specifications, scope of works, materials, and labour;
Comparable warranty terms, aftercare, and service levels;
Competitor accreditation, qualifications, and industry standards relevant to the job.
3.3 Price matching is not guaranteed, but Bonfire will undertake a reasonable assessment to determine whether an equivalent price can be offered.
3.4 Bonfire may decline a match if the competitor’s pricing reflects reduced labour standards, reduced warranty obligations, non-compliant work, or commercially unsustainable conditions.

4. Product-Only Price Matching

4.1 Bonfire will attempt to match competitor pricing on product-only sales where a like-for-like item is available.
4.2 A like-for-like product must be identical in brand, model, specification, size, and condition.
4.3 Due to supplier pricing, stock levels, and margin variations, product price matching cannot always be guaranteed.
4.4 Bonfire may decline a price match if the competitor’s price is below cost, based on preferential margin structures, part of a bundle, or otherwise commercially infeasible.

5. Evidence Requirements

Customers requesting a price match must provide clear evidence of the competitor’s current offer, such as:

A formal written quotation (required for installation/services);
A website listing or printed advertisement (for product-only);
Any documentation showing the item or service is currently available at the competitor’s stated price.
Bonfire reserves the right to verify evidence independently.

6. Exclusions

Price matching does not apply to:

Clearance, liquidation, end-of-line, or closing-down sales;
Marketplace sellers, auction sites, or private individuals;
Promotional discounts requiring membership or tied bundles;
Quotes that cannot be verified or are no longer valid;
Competitor pricing errors or misprints.

7. Timing

Price match requests must be made before purchase or acceptance of quotation. Retrospective requests may be reviewed at Bonfire’s discretion.

8. Decisions and Commercial Feasibility

All price match decisions remain at Bonfire’s discretion. Approval applies to the specific transaction only and does not set a precedent for future pricing.

9. Amendments

Bonfire may amend or withdraw this policy at any time. Amendments do not affect price match agreements accepted before the change.

10. Legal Compliance

This policy is intended to comply with applicable UK consumer law, including the Consumer Rights Act 2015 and Consumer Protection from Unfair Trading Regulations 2008. Customers retain all statutory rights.