John Lewis pivots to be ‘for all life’s moments’ with product, stores and positioning shift

John Lewis 'for all life moments' advert

John Lewis is to pitch itself as the go-to retailer “for all life’s moments”, relaunching its own brand, changing the way it merchandises and piloting new store formats to reflect its new focus.

John Lewis, which is abandoning its ‘Never Knowingly Undersold’ pledge, said the “all-encompassing” change will “ensure that we inspire people beyond the big occasions, bringing joy to all life’s moments”.

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