John Lewis will revive its famous ‘Never Knowingly Undersold’ promise | Retail Week UAT

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John Lewis will revive its famous ‘Never Knowingly Undersold’ promise

By Hugh Radojev and George MacDonald2024-09-05T12:00:00

John Lewis advertising banner. Text reads: Never Knowingly Undersold, Est. 1925. It's more than just a price promise. It's the quality you expect. And the service you rely on.

Source: John Lewis & Partners

John Lewis bosses decided to ditch the promise in 2022, arguing it had become irrelevant in the contemporary retail environment because it did not apply to pureplay competitors.