John Lewis retires Never Knowingly Undersold as it invests £500m in price

John Lewis Cheltenham

John Lewis will remove its Never Knowingly Undersold pledge this summer as executive director Pippa Wicks says the promise “doesn’t fit with how customers shop today”.

John Lewis said its pledge, which has existed for nearly a century, was “no longer enough to assure trust because it applies to fewer and fewer sales as shopping moves increasingly online, and isn’t applicable to online-only retailers”.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.