Looks like they price matched to Bunnings here https://www.bunnings.com.au/philips-10w-a60-hue-white-and-co… but Bunnings also has a $10 delivery fee.
Or maybe Good Guys had the price first… https://www.thegoodguys.com.au/philips-intelligent-led-light…
This kit is going for $269/289 elsewhere. It's 3 of the full colour bulbs and 1 Hue Bridge. Only edison screw kits are on sale it seems.
Good Guys have these in the clearance bins too. Chatswood branch had quite a few sets yesterday at same $149. YMMV.