Department Stores

John Lewis to retire ‘never knowingly undersold’ pledge

Under the old slogan, which John Lewis introduced in 1925, the chain reportedly refunded customers the difference if they find the same item on sale elsewhere for a lower price within 28 days

John Lewis has announced that it is set to reveal a new company slogan on 22 August, retiring its 97-year-old price pledge of “never knowingly undersold”. The retailer first revealed the pledge was under review in March 2020, a month after Sharon White joined as chair.

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