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The removal of the price promise was the start of the decline at JLP so it’s a surprise it’s taken them so long to work out that the never knowingly promise was a major reason for shoppers to buy brands from them.

Of course many products from brands will be labelled own buy and concessions will be encouraged (instructed) to produce ranges exclusive to JLP which means no price matching is required.

If you are a brand that supplies JLP and other retailers then you will be charged the cost of any discount to price match .