Guys please be gentle as this is my first post in this section.
The website price is 599 but is reduced to 586.24 after applying new VAT rate. Apply 10% off voucher XX845 at checkout and also a possible 8% through Quidco / Cashback kings. I purchased the 32" one but applying the code + quidco makes a good deal for 37" too (£699). Cheapest using pricerunner for this model is £532@ Amazon.