A new shop in the center of Luxembourg City has already attracted a dedicated customer base, namely those who are drawn by the concept of paying significantly more for the same stuff.
“The idea is simple,” Audrey Lambert, owner of Double Prix. “We offer a little bit of everything – food, personal hygiene items, cleaning supplies – but at twice the price.”
Lambert says that because everything costs two times as much, the quality is logically two times better, even if the brands are the same as sold elsewhere at half the price.
Anne Indared says she loves stopping at Double Prix during her lunch hour or on weekend afternoons.
“A boring, everyday item like a tube of toothpaste, bag of Gala apples, or bottle of sparkling water suddenly becomes a fun little extravagance,” she said. “My friends say, ‘Anne, we must know where you got these unremarkable cheese bites? They’re totally indistinguishable.’”
“And I wink say, I got them at Double Prix,” she added.
Economists say that nothing makes sense anymore and that all bets are off.
“Consumers are nuts,” said Dr. Daniel Markitts who formerly worked for the World Bank and was a visiting professor at Oxford, Harvard, and the Sorbonne. “They act in baffling and irrational ways. I’ve been trying to understand them for thirty years. I’m done. Goodbye.”
