About reasonable to average I would say:
Discounted Heating is a reasonable guideline:
Plumbcenter are showing a price of £69 excl. on their web site and normally this is list price so the 20% or so less than that that we found is reasonable for a single item.
If you want one quickly, then try somewhere like Plumbcenter, Travis Perkins, BSS, Manor, etc. (i.e. heating and plumbing merchants). Most close at 12 on a Saturday. If you ask nicely, they'll normally discount by at least the VAT amount - i.e. roughly the online price.
If you can't get the Honeywell one, then it is not the end of the world. Other diverter valve makes should fit.
.andy
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