John Lewis brings back ‘never knowingly undersold’ price pledge

In a major U-turn, John Lewis has brought back a scheme that will see it price match 25 of its biggest competitors. 

The high street giant has said around 30,000 prices will change next week as it reintroduces its “never knowingly undersold” price pledge. 

The commitment had been in place since 1925 – but it was ditched two years ago over concerns it was less relevant to shoppers. 

It’s return aims to boost its value perception among customers and will affect priced offered in-store and online. 

The brands being matched on price are: 

• AO.com
• Amazon (on technology)
• Apple
• Argos
• Asos
• Boots
• Currys
• Dunelm
• Dreams
• The Entertainer
• Fenwick
• Flannels
• Furniture Village
• Harrods
• Harvey Nichols
• Heal’s
• House of Fraser
• Lakeland
• M&S
• Mama’s and Papa’s
• Next
• Richer Sounds
• Selfridges
• Smyths Toys
• Space NK

Bosses said the pledge will be backed by its largest marketing investment to date, with a significant advertising campaign also launching on Monday.

Peter Ruis, who was appointed boss of the retail business in January, said improvements in technology mean that they can operate a “better” version of the scheme.

“Customers have recognised our quality but there were questions over whether our value offer has been sharp enough in some areas,” he said.

“The pricing mechanism we had before wasn’t fit for purpose so changing that has absolutely been the right thing.

“What we are doing now, and what the technology is enabling us to do, is really different, and customers will see the benefit of that.”