This is being sold for £42.99 in Mothercare.
Mothercare price match. Type the item description in to Google Shop and you will find that Masters Direct are selling them for £28.49.
All you need to do is show the price on the screen of your phone. I often use the price comparison barcode apps on my iphone.
It is easier to get this price by going in store. If you are registered with the Baby Club, you will be able to get a 10% voucher to use in store.
This then brings the price down to £25.64, the cheapest that I have been able to find it.