Wow, thanks for your examples everyone! Fascinating what's marked up!
Dial111: You pay for the container hireage too. It's not as easy as a simple currency conversion 1:1, a company has overheads like wages to pay as well.
Naw, They have a single flagship store in Auckland. Aside from that it's 100% online only, everything comes from the same factory, so it's warehouse space and courier prices only (plus duty etc) which is what makes it particularly galling.