I got it for £399.99 so maybe keep your eyes peeled for that price, but still at £420.49 is over £100 cheaper than Richer Sounds.
Reviews highly rate this tv, although beware that the internet part of it is not the best around as you get only 9 options including youtube, iplayer and googlemaps.
Specs of 37" Full HD Backlit LED Screen
100Hz TruMotion Processor
Good Value for Money