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”.

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