The Bijenkorf department store group is abandoning its ‘Drie Dwaze Dagen’ (three crazy days) sale because the concept does not fit into its image as a luxury shopping experience.

‘This [luxury] is our focus. Price-driven promotional campaigns do not fit in with this,’ director Giovanni Colauto told the Telegraaf on Friday. ‘We are successful and our turnover has risen 10% in the first six months of the year. Our clients do not come for discounts but for an experience.’

The department store group started its ‘three crazy days’ sales in 1984. The sales, which included items specially bought for the occasion, attracted hundreds of thousands of people.