Sharper Image hit with class action over alleged false pricing scheme

Sharper Image class action overview:

• Who: A consumer has filed a class action lawsuit against Camelot SI LLC, doing business as Sharper Image.
• Why: The plaintiff alleges Sharper Image falsely advertises discounts on its products.
• Where: The Sharper Image class action was filed in California federal court.

A new class action lawsuit accuses Sharper Image of falsely advertising discounts on its products through its website.

Plaintiff Alex Zoueihed filed the class action complaint against Sharper Image on July 15 in California federal court, alleging violations of state and federal consumer laws.

According to the lawsuit, Sharper Image advertises fictitious prices and corresponding phantom discounts on nearly every product sold through its website.

Zoueihed’s lawsuit states the practice of false reference pricing occurs when a retailer fabricates a fake regular, original or former reference price, then offers an item for sale at a deeply “discounted” price.

“The result is a sham price disparity that misleads consumers into believing they are receiving a good deal, thereby inducing them into making a purchase,” the lawsuit alleges.

The lawsuit claims companies like Sharper Image drastically benefit from employing a false reference pricing scheme and experience increased sales.

Sharper Image violates California law, lawsuit alleges

The class action argues the California legislature prohibits such misleading practice, as the law recognizes the reality that consumers often purchase merchandise marketed as “on sale” purely because the proffered discount seemed too good to pass up.

Accordingly, retailers, including Sharper Image, are incentivized to lie to customers by advertising false sales, Zoueihed’s lawsuit alleges.

“The resulting harm is tangible — the bargain hunter’s expectations about the product he or she purchased is that it has a higher perceived value, and she may not have purchased the product but for the false savings,” the lawsuit says.

The lawsuit alleges that Sharper Image’s advertised discounts are fictitious because the reference price does not represent a bona fide price at which Sharper Image previously sold a substantial quantity of the merchandise for a reasonable period of time (or at all) as required by the Federal Trade Commission.

In addition, the represented reference price was not the prevailing market retail price within the three months immediately preceding the publication of the advertised former reference price, as required by California law, the lawsuit claims.

Zoueihed claims Sharper Image is guilty of fraudulent concealment and violating California’s Unfair Competition Law, False Advertising Law and Consumers Legal Remedies Act.

The plaintiff demands a jury trial and requests declaratory and injunctive relief and an award of compensatory damages for himself and all class members.

In another false advertising class action case, clothing company Premium Brands OpCo agreed to settle claims that it advertised discounted prices at its Ann Taylor Factory and Loft Outlet stores that were actually the regular prices.

What do you think of the allegations made against Sharper Image in this class action lawsuit? Let us know in the comments.

The plaintiff is represented by Kevin J. Cole and W. Blair Castle of KJC Law Group APC.

The Sharper Image class action lawsuit is Zoueihed v. Camelot SI LLC d/b/a Sharper Image, Case No. 2:25-cv-06438, in the U.S. District Court for the Central District of California.

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