Full retail price at Lego - £44.99. This set previously got some decent heat when John Lewis listed it at £37.99, and when Amazon had it at £35.
Based on the odd 97 pence, this was probably a price match from Tesco's recent Lego sale, but the price there has since increased so John Lewis is going it alone for the moment on this one.
If you can click and collect this (remember, you can do this to a Waitrose store too), then you'll be able to get it at what seems to be the lowest this set has ever gone for. What makes it even more surprising is that since Amazon had it for £35 some seven months ago, the set would have had a price rise to the RRP.