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John Lewis drops ‘Never Knowingly Undersold’

After nearly a century in use, John Lewis will drop its ‘Never Knowingly Undersold’ pledge this summer and replace it with ‘Quality & Value.’  The retailer will build on the success of its ANYDAY range, which includes housewares, and has promised a £500m investment ‘to give John Lewis quality at great value prices.’

“Customers are tightening their belts and we’re responding so John Lewis is more affordable for every customer, every day whether shopping in-store or online,” explains Pippa Wicks, executive director of John Lewis. “Never Knowingly Undersold has been a cherished sign of trust for John Lewis for a century but it doesn’t fit with how customers shop today as more purchases are made online.”

She adds: “Our new £500m investment means all our customers can trust they’re getting the quality, style and service they expect from John Lewis at great value prices.”

Above: Tableware in John Lewis’ ANYDAY offering.
Above: Tableware in John Lewis’ ANYDAY offering.

With kitchenware and tableware among ranges that were first launched in spring 2021, John Lewis’ ANYDAY own brand is the most successful brand launch in the retailer’s history. Over two million customers have shopped ANYDAY in just nine months and 25% of ANYDAY customers are new to John Lewis. ANYDAY prices are, on average, 20% lower than John Lewis’ other own brand ranges.

The retailer also says its customers will benefit from better and more personalised offers and rewards through the My John Lewis loyalty scheme.


Top: John Lewis’ executive director Pippa Wicks.

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