About

Important information

• Additional Info:

  The address EcomLT LLC is using is that of a mail forwarding/receiving service.  BBB does not know where the business is physically located.  BBB urges caution when choosing whether to do business with a company whose physical location is unknown.
  
  This business is also operating the following businesses:
  
  1.       Derila - https://derila.com/
  2.       Klaudena - https://klaudena.com/
  3.       Huusk Knives - https://buyhuusk.com/
  4.       Nuubu - https://nuubu.com/
  5.       Synoshi - https://synoshi.com/?l=en
  6.       Enence - https://getenence.com/
  7.       Haarko - https://haarko.com/
  8.       Tvidler (https://tvidler.com/
• Advertising Review:

  BBB sent correspondence to Derila on March 1, March 25, April 4, April 17, and March 22, 2024 requesting substantiation for advertised claims in their advertising and marketing materials to include the website https://derila.com/.
  
  The claims included:
  
  5 stars indicating 5 star reviews. Derila has rectified this by linking the 5 stars to Derila's Facebook reviews where it is indicated that the business has 4.8 stars. BBB has found this satisfactory to substantiate the 5 star claim, however consumers should be aware that the information is coming directly from Derila and not a neutral third party source. Reviews from other sources and sites indicate a lower star rating.
  
  BBB requested that Derila provide more information about the "Users' Choice 2023" seal that appeared in their advertising, as BBB was unable to verify this claim. Derila has removed this from their advertising.
  
  BBB requested substantiation for the claim "America's #1 Pillow Perfected". The claim has since been removed from the website, however, it still appears in the description in the tab for the website.
  
  Derila had responded with,
  "Regarding the second question in the initial letter: “America’s #1 Pillow Perfected” – Please provide substantiation of the claim that this pillow has been rated/voted #1 in America and disclose this information in the advertisement”, Derila provides the following clarification: 
  
  To clarify, the statement "America's #1 Pillow Perfected" does not imply that the product has been officially voted as such. Instead, the statement is meant to convey that this pillow is considered the premier one in the United States due to its exceptional development process. The pillow has been meticulously crafted and developed, with significant effort from numerous individuals dedicated to perfecting and creating a high-quality product designed to meet user needs and maintain excellence. Therefore, this statement reflects our genuine belief in and appreciation for the product's distinctive qualities and the perfecting process. It is meant to highlight our conviction that the pillow is unparalleled in its category, owing to the extensive efforts invested in its creation, development and perfecting process. Accordingly, the statement is not of a valuative nature and highlights our belief that the product is number one in terms of perfection, as a result of the considerable efforts put into its creation and development. 
  
  BBB requested the dates of the promotional period for the 70% discount / Last Chance offer due to the fact that the 70% off is advertised daily, yet this is the last chance to receive this offer.
  
  Derila responded with,
  "Derila clarifies that the pricing and discounts on the website are subject to daily changes. This variability is due to a sophisticated algorithm that determines price adjustments by analyzing numerous factors. These include, but are not limited to, market conditions, stock availability, performance indicators, and other relevant variables. The algorithm then automatically adjusts prices to align with the current market reality and performance metrics, ensuring that the pricing strategy is responsive and data-driven."
  
  Derila provided a spreadsheet listing orders from consumers dated January 1, through March 15, 2024, that paid the full retail price for the pillow. BBB's initial correspondence with Derila was dated March 1, 2024. On this date, the 70% discount was advertised on the website and questioned by BBB. The spreadsheet indicates that from March 1, 2024 through March 15, 2024, consumers did not receive the advertised 70% discount. BBB is currently questioning the information provided on the spreadsheet that, according to Derila, represents actual consumer purchases.
  
  According to BBB's Code of Advertising:
  
  #9. Sales
  9.1 The unqualified term “sale” may be used in advertising only if there is a significant reduction from the advertiser's usual and customary price of the products or services offered and the sale is for a limited period of time. If the sale exceeds thirty (30) days, advertisers should be prepared to substantiate that the offering is indeed a valid price reduction and has not become their regular price.
  9.2 Time limit sales must be observed.
  9.2.1 For example, products or services offered in a “one-day sale,” “three-day sale” or “this week only sale” should, as a general rule, be taken off “sale” and revert to the regular price immediately following expiration of the stated time.
  9.3 Introductory sales must be limited to a stated time period, and the selling price should, as a general rule, be increased to the advertised regular price immediately following termination of the stated period.
  9.4 Advertisers may currently advertise future increases in their own prices on a subsequent date provided that they do, in fact, increase the price to the stated amount on that date and maintain it for a reasonably substantial period of time thereafter.
  9.5 If the advertiser, in good faith, decides at the end of the sale period to convert its sale price to a new regular price, it may do so if it no longer claims any savings.
  9.6 The advertiser, in good faith, may decide to extend a time limit or introductory sale for a stated period. However, if that extension is for more than a short period of time, the advertiser must be prepared to substantiate that the offering is still a valid price reduction and has not become its regular price.
  
  3. Comparison with own former selling price
  3.1 The former price must be the actual price at which the advertiser has openly and actively offered the product or service for sale, for a reasonably substantial period of time, in the recent, regular course of business, honestly and in good faith.
  3.2 Where the former price is genuine, the bargain being advertised is a true one.  If, on the other hand, the former price being advertised is not bona fide, the bargain being advertised is a false one. 
  3.2.1 For example, where an artificial, inflated price was established for the purpose of enabling the subsequent offer of a large reduction, the consumer is not receiving the usual value expected.  In such a case, the “reduced” price is, in reality, probably just the seller's regular price.
  3.3 Offering prices, as distinguished from actual former selling prices, may be used to deceptively imply a savings. In the event few or no sales were made at the advertised comparative price, the advertiser must make sure that the higher price does not exceed the advertiser's usual and customary retail markup for similar products or services.
  3.4 Descriptive terminology often used by advertisers includes: “regularly,” “was,” “you save $ _____,” and “originally.” If the word “originally” is used and the original price is not the last previous price, that fact must be clearly and conspicuously disclosed by stating the last previous price, or that intermediate markdowns may have taken place, for example, “originally $400, formerly $300, now $250,” “originally $400, intermediate markdowns taken, now $250.”
  
  The statements “Discount – 70% Last Chance Last day to Grab this BIG Promo Get -70% Discount” imply that “TODAY is the “LAST DAY”, which falsely alerts the consumer with an urgency to purchase the product today to receive the discount, and that is not the case. An offer of a sale or discounted price should expire within 30 days and if it does not, it should become the regular price of the item.