John Lewis to retire ‘Never Knowingly Undersold’ slogan as ecommerce takes over

John Lewis is finally retiring its “Never Knowingly Undersold” slogan as the rise in ecommerce has made price comparison more difficult.

The slogan traditionally meant that John Lewis would match the price of branded products from other shops if a customer could find it cheaper elsewhere.

The promise has been in place since 1925 and has never applied to online-only competitors, which led to MoneySavingExpert founder Martin Lewis pointing out that it was hardly used anyway.

“The Never Knowingly Undersold promise has always been a bit of a psychological sop to consumers, giving an arguably false impression that John Lewis is cheap,” Lewis told

“In reality, it allows the store to charge what it likes and know that, for a few price-sensitive shoppers – less than 1% last year – who are bothered to check prices elsewhere after making a purchase, John Lewis will reduce its price but only to that of its high street competitors.”

A typical electrical product – such as this Beko freestanding freezer – retails for £429 on the John Lewis website. However, the same freezer can be found on online-only  rival for £400.

READ MORE: John Lewis replaces home services fleet with electric vehicles

The department store said it would still monitor the prices of its rivals but will now invest £500 million in keeping the prices down without customers having to shop around. The amount is 25% more than was spent on keeping prices down last year, the company said.

“Customers are tightening their belts and we’re responding so John Lewis is more affordable for every customer, every day whether shopping in-store or online,” said John Lewis executive director Pippa Wicks.

“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.

“Our new £500 million investment means all our customers can trust they’re getting the quality, style and service they expect from John Lewis at great value prices.”

Click here to sign up to Charged‘s free daily email newsletter



1 Comment. Leave new

  • Leslie Clive Bedford
    February 25, 2022 3:04 pm

    It should get a good pension then.Considering it’s been in use since 1925.97 years of pension contributions.


Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.