Picked up some Denby items today which were cheaper then the online link. So maybe the same with your local Tesco.
4x Cereal bowls at £10
4x Pasta bowls at £14
4x Medium plates £12
4x Dinner plates at £14
4x Mugs at £14
didn't buy the mugs as don't like the lip on them :p
items originally £40 a set, cereal bowls originally £30.