Feb 25, 2022
John Lewis to end 'Never Knowingly Undersold' price pledge
John Lewis said the pledge was becoming less relevant as shopping moves increasingly online. "Never Knowingly Undersold has been a cherished sign of trust for John Lewis for a century but it doesn't fit with how customers shop today as more purchases are made online," said executive director Pippa Wicks. John Lewis says it expects shoppers to become more cost conscious as budgets are squeezed by the higher cost of living. The John Lewis department store business is part of the John Lewis Partnership which also owns the Waitrose supermarket chain. John Lewis said it would give customers an exact date for when Never Knowingly Undersold ends nearer the time.
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