I have never been to European stores so I really do not know....I found the prices in the stores I personally visited to be amazing, then again, I shop the specials. you have to realize that I am Canadian and that I had to also spend 0.37 on our poor dollar yet I still found the prices to be cheaper than I could purchase in Canada. Example: I purchased a pr of Sketcher running shoes there for $39.00 USA and got a second pair for half price...so, under $60.00 for 2 pr. of Sketchers. In Canada, the same pr or shoes is on sale for $100.00 per pair so yes, I feel the prices are good.