RRP is the recommended retail price a brand publishes for a product, used across the UK and Europe where an American brand would say MSRP.
Oct 5, 2026
They describe the same number. MSRP is the American term and RRP the British and European one, and a brand selling into both markets will see the two used interchangeably on the same linesheet.
The difference that matters is legal rather than linguistic. In the EU and the UK a recommended price is exactly that: a brand may publish it but may not require a retailer to sell at it. Agreements fixing resale prices are prohibited, which is why the word is recommended.
RRP is how a brand says where it expects to sit. It sets the multiplier a buyer can plan against, anchors the price across markets so one territory does not undercut another, and gives the brand a reference point when an account discounts early.
It is also a currency problem. An RRP set in euros does not convert cleanly into pounds or dollars once duty, freight, and local VAT are applied, so brands usually publish a separate RRP per market rather than one converted figure.
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