Begin by looking at the percentage reduction:
100% - 35% = 65%
Therefore, 65% = £16 (as this was the price it was reduced to)
1% = £16 ÷ 65 = 0.2462
So to find the original price it would be 100%; and so you would multiply your answer of 0.2462 by 100:
0.2462 x 100 = £24.62
Final answer: £24.62