I imagine it's a bit like one of the large furniture and appliance shops down here. They started to realise they had a reputation for being "posh" and therefore perceived as being expensive.
Their solution was to start a subsidiary company, selling the same stuff, but from buildings that don't look as nice--linoleum floors rather than carpet, slightly harsher lighting, and so on. Unlike the example above though, the prices at the "cheap" shop are only marginally better than the "posh" one. However, I've head people actually argue that they shop at Harvey Normal (the posh one) because they have better quality stuff than "Joyce Mayne" (the "cheap" one) even though the goods are identical.