“perpetual or near-perpetual discounts” on many products, supposedly offering deals off self-created, fictitious reference prices.

“Akira represents to consumers that its reference price is the ‘regular’ or ‘normal’ price of the item, which functions as a new and inflated reference point from which consumers discount their ‘savings’ on various products,” the lawsuit states .

Cruz seeks to represent a nationwide class and a California subclass of consumers who purchased falsely discounted products from Akira’s website.

Rarely Offered Reference Prices Cruz alleges Akira “rarely, if ever,” sells products at the reference price, instead using inflated prices to advertise constant “sales” and induce purchases…