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if you were hoping to find a bargain at eight two nine you may find it increasingly difficult the Swedish fashion retailer reported this Cuban profits beat expectations largely down to increase market share full price sales and it shift away from mark downs according to its CEO H. grace margin up to fifty percent in the first quarter to find the full cost of a full to forty nine point four percent and net sales also rose seven percent in local currencies in response she has jumped fourteen point seven percent HM it's been pushing ahead with the transformation program which includes focusing more on full price online self with less discounting that's up to the ailing company has seen profit shrinks when stocks piled up in recent years and for the seventh straight quarter pre tax profits also fell seventeen percent the High Street fashion house like many others has been squeezed by the online giants