John Lewis will revive its famous ‘Never Knowingly Undersold’ promise

John Lewis bosses decided to ditch the promise in 2022, arguing it had become irrelevant in the contemporary retail environment because it did not apply to pureplay competitors.

However, the retailer, now led by returned director Peter Ruis, will once again adopt the slogan, which was originally introduced in 1925. 

The retailer said a “reimagined” pledge, powered by AI, will go live next Monday, “giving customers the John Lewis assurance on quality, service and price” with a promise to match prices in store and  online with 25 retailers, including Amazon on technology, AO.com and Marks & Spencer.

John Lewis will use AI to check prices at the 25 online and high street brands and match them if lower, giving customers “peace of mind that they’re getting great value – with money back if they find it cheaper at one of those brands within seven days”.

A new campaign will launch on September 19, celebrating the centenary of the pledge.

Ruis said: “We are reimagining Never Knowingly Undersold for how customers shop today – offering great quality, service and prices in store and online…

“100 years ago, John Spedan Lewis created Britain’s most innovative and famous brand mantra. It defines why John Lewis is so special and its unique position in the retail landscape.

“For the past seven months, I’ve talked to our customers and our Partners about what John Lewis means to them.

“Today, we’re kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer.”