Aug 23, 2020

John Lewis to pull 'Never knowingly undersold' pledge

John Lewis is planning to replace its famous promise to match rivals' prices as its new boss plans radical changes to the business. John Lewis would focus less on women's fashion and get rid of travel and spa services. Since 1925 John Lewis has promised to refund the difference in price, to any shopper who could find an item cheaper elsewhere within 28 days. John Lewis indicated earlier this year it was reviewing the promise. "Never knowingly undersold is from another era," said Catherine Shuttleworth, founder of retail marketing agency Savvy.

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