On a similarity sort of vien....where you do get manufacturers selling their branded product through a specific outlet, they will often do minor tweaks to a product so that retailer 'X' can call it exclusive.
This is typical with "white domestic goods" fridges, washing machines etc..
I first found this out many many years ago we were replacing our fridge-freezer..
looked around all the big electrical outlets and some smaller independent outlets...
we noticed some models were very similar but had different product code.
So retailer 'X' has product called "Fridge123"
but retailer 'Y' has the near identical product called "Fridge456"
When we asked about this at a small retailer, the bloke told us it is two fold..
So that retail can quite legitimately call it "Exclusive to retailer X"
and
Be fully confident that they will never have to price match that product because you cannot get it at another reatuiler...
So they can have big signs saying we will price match the identical product and double the differnece...
Knowing their money is safe... and customer thinking it is the lowest price.
However the differences are so minor that if you shop round diligently you could still actually save several pounds if you did your homework right.
e.g.
One fridge-freezer we liked had a 'half moon shaped' door handle from one shop...
but squarer door handle at another...
excluding that they were identical item!!!!!!!!!!!!!!!
The more recent thing (3 or 4 years ago) a washing machine from John lewis...
"Exclusive brand name item"..
difference one spin speed was at 1500rpm, compared to 1400rpm on the 'identical twin' product sold elsewhere,
Just a minor firmware setting in the wash program, other than that the beastie was physically the same, and all other functions identical!! :|