John Lewis poised to axe ‘never knowingly undersold’ price promise

John Lewis

John Lewis is preparing to scrap its “never knowingly undersold” price promise as part of new chair Dame Sharon White’s strategic review of the business.

White revealed back in March that the pledge, which was first introduced in 1925, was being reviewed as part of her efforts to revive the group’s fortunes. 

Under the slogan, John Lewis refunds customers the difference if they find an item on sale in another bricks-and-mortar store at a cheaper price within 28 days. 

Over the weekend, White gave the clearest indication yet that the promise would be axed as she ramps up her plans for the Partnership. 

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