Nukeproof is an American brand, so you would expect to pay more in the U.K. given import duties, no?
Good job you are not in France as this puzzles me: -
Decathlon France currently selling on their website the B'Twin Ultra 920 AF for 1,400 € (£1,200) but on the UK site and in store, the identical Ultra 720 AF is £1,050. The same difference applies throughout their range with UK prices being considerably cheaper. I know we are still in the EU so no import duties but Decathlon are French so why charge their home market so much more?