Society queen-turned entrepreneur Gayle Killilea has defended prices in her new Ballsbridge store, insisting: "I'm not trying to fool anyone".
The former social diarist and wife of property developer Sean Dunne hit back at claims that she had compared her new venture to discount stores Aldi and Lidl and argued that she had never attempted to portray the shop as "a discount store".
Speaking to the Herald, Ms Killilea explained: "The prices in the store are clearly marked. I'm not trying to fool anyone. A good proportion of our products are discounted, and other shops have discounted items that we don't have here."
She added: "I never said it was like Aldi or Lidl. We're selling Irish brands and that's what people want. I said at the weekend that it's not a 100pc discount store.
"It is best described as a convenience store that provides a good proportion of groceries and alcohol at value-for-money prices."
While surveys have shown that D4 Stores is up to 40pc more expensive than Lidl for a basket of groceries, and up to 26pc dearer than the nearest Tesco, Ms Killilea said the comparisons did not take into account special offers in her store.
She pointed out: "We have packets of biscuits here that are half the price they are anywhere else. I'm sure we also have items that are twice the price of some other shops, but we have different offers every week."
As the brains behind D4 Stores, Ms Killilea explained: "I live in the area and I felt a shop like this was needed."