DUI Reply On UK & European Pricing

[gunsentry]

Here is an email I sent to DUI in regard to pricing policy with the hopes of receiving a non standardised reply... I really did not need to be convinced about the suits but wanted an answer re pricing.

Dear Faith,

I believe that DUI are losing out on huge market opportunity within the UK and Europe due to the increased interest in the DIR diving style which is becoming very popular.

Almost all divers moving to the DIR system would prefer to purchase a DUI suit but due to the very high investment cost to own a DUI suit they are seeking alternative manufacturers who in some case can reproduce and very good copy of a DUI suit.

DUI are loosing out not only to other manufactures but also the DUI product is being copied which means lost sales and revenue.

Unfortunately I myself have had to look for alternatives but my first choice would have been a DUI suit.

Maybe DUI could rethink the pricing and target a very large growing market and become the number one dry suit manufacturer in UK and Europe.

Kind Regards,

Gary.

REPLY:

Thank you very much for expressing your concern about DUI's market in the UK. It is said that imitation is the sincerest form of flattery. I suppose that means many others are flattering DUI though that is not new. As you know, DUI is used by a large percentage of DIR divers everywhere including other parts of Europe such as Germany, the Netherlands and Sweden. They have recognized that quality, performance and comfort have a price, and many are willing to pay the price associated with the best. DUI has a seven year warranty on its materials and workmanship, including seams, which sets us apart from our competitors. We also use the finest materials including crushed neoprene which is only available from DUI. Last but not least, we have time proven designs, unique seam construction and continue with new innovations of our own rather than copying others. While some divers may not find those and other features worth the difference in price between our suits and our competitors, we hope that discriminating divers will look beyond the price and the surface similarlities. I would encourage you to come visit our booth at the London show and see the difference for yourself. Thanks

Faith Ortins
VP Sales


It is said that imitation is the sincerest form of flattery. And a whole lot of lost sales...

"We also use the finest materials including crushed neoprene which is only available from DUI." Really...


Typical sales never answered the question.

[And]

Hi

I paid £1000 for my TLS350 signature series which included the 400gm thinsulate and booties. At the time I'd have said that was a top of the range suit with a price equivalent to O'Three, whose suits I also rate as being top notch. I am completely happy with the suit, and it has done over 200 dives and still looks good.

Anyone know how much that package is now?

Andy

[gunsentry]

Originally Posted by And

Hi

I paid £1000 for my TLS350 signature series which included the 400gm thinsulate and booties. At the time I'd have said that was a top of the range suit with a price equivalent to O'Three, whose suits I also rate as being top notch. I am completely happy with the suit, and it has done over 200 dives and still looks good.

Anyone know how much that package is now?

Andy

Quick price conversion for the DUI website not including shipping and import tax.

$2,836.00 = £1,506.29

WOW!

You could get 3 Brittanics or 3 Polar Bears or 2 O Threes.

[Howard Radcliffe]

If I recall, a signature series TLS is now around £1300, without the undersuit, I think with a 400g you would be looking to shell out £1500. Thats what Aquarius told me last year, after they lost the distribution. Whether the prices have reduced due to currency fluctuations I dont know, but somehow I doubt it. There is no price info on the suits on Hydrotech's website.

This whole fiasco was caused by the German distributor complaining to DUI that they were being undercut by SDS, who were selling a lot of suits to the Germans and the Dutch. SDS and Aquarius were able to sell for less, as they took less margin than their German counterparts. DUI decided they didnt like this and moved the distributorship to Hydrotech, who agreed to support DUI's global pricing policy. Now, I would be very interested to hear how this would be viewed, in terms of price fixing etc in the European court. I would have thought if a distributor wanted to make less money on something they sold, that was their right. I was personally quite incensed when this whole thing happened, as I had always received good service from Aquarius and everyone I know who dealt with SDS also had good service.

I did wonder whether DUI would lose sales in the UK, but I see that Hydrotech are the number 2 european distributor, mind you, you do see a lot more of the cheaper DUI suits being worn these days!!

Both Aquarius and SDS are advertising that they still have stocks of DUI suits at the old prices, so if you fit a standard suit it would be worth contacting them to see what they have.

[graham_hk]

Ask Lanny where he got his suit from and how much he paid!

[Rick Huggins]

I got one of the last CLX450's from Arthur at SDS for £870.

At the brum show that suit would set me back almost twice that!

By the time you buy a hood £50, cargo pockets £120, p-valve £60 and undersuit £200 it soon adds up!

Great suit but would have preferred at TLS

[Jeremy H]

Hi

Gunsentry - ha ha - you're lucky you didn't have to deal with DUI any further.

Having had 3 DUI CF200's in about 14 years (First one I had lasted about 12 years the next two six months each) and having had to deal wth their 'after sales' service (specifically a chap called Quincey Morris) I think we're all being very optimistic about them being capable answering a direct question. I've got a sheaf of replies full of robot like marketing bull about product quality etc in response to both myself and Aquaruis's demands to replace faulty suits!

I can honestly say I've never dealt with a more difficult bunch in case(s) that were so clear cut in terms of a faulty product. I think they're finished not only in terms of price but build quality as well.

Howard's right - Aquarius were excellent and really went into bat for me and even had to, at one point, cough up money themselves (even with no guarentee they were going to get it back) when DUI were being hugely difficult.

If you want to spend some money in Didcot - go there!

[Fraser]

The last time I was at Stoney Cove I saw a flyer advertising a standard (off the peg) TLS 350 for £1000. I was actually surprised because when Hydrotech took over distribution the price being thrown about for a standard TLS was £1200. So maybe the prices have dropped a little? Or maybe it's the DUI January sale

Can only imagine what the Sig series suits go for

Fraser.

[Rick Huggins]

Originally Posted by Fraser

The last time I was at Stoney Cove I saw a flyer advertising a standard (off the peg) TLS 350 for £1000. I was actually surprised because when Hydrotech took over distribution the price being thrown about for a standard TLS was £1200. So maybe the prices have dropped a little? Or maybe it's the DUI January sale

Can only imagine what the Sig series suits go for

Fraser.

Whats the difference between the sig and std Frase?

[Fraser]

IIRC the Standard suits are off the peg and the Signature series is made to measure, and comes with cargo pockets and ugly knee pads.

Sure some picky person will correct me if I'm wrong

Frase.

EDIT: Just checked on the DUI site and the Sig series includes the hood too.