John Lewis’ ‘Never Knowingly Undersold’ pledge will be retired in the summer, replaced by Quality & Value, with the retailer pledging a £500m investment.
“Customers are tightening their belts and we’re responding so that John Lewis is more affordable, whether shopping in-store or online,” explains the company’s executive director Pippa Wicks. “Never Knowingly Undersold doesn’t fit with how customers shop today as more purchases are made online.”
The move builds on the success of Anyday – John Lewis’ more affordable own-brand – which includes homeware and nursery, as well as fashion and technology. Following its introduction in Spring 2021, the retailer confirms that it has become the most successful brand launch in John Lewis’ history.
On average, Anyday prices are 20% lower than other own brand ranges, notching up £125m in sales to date, with 800 Anyday products sold every hour.
Top: John Lewis’ executive director Pippa Wicks.
