John Lewis prepares to drop 'never knowingly undersold' pledge

95-year-old price match vow makes way as new chief plots path out of coronavirus crisis

John Lewis is set to scrap its “never knowingly undersold” price promise, which the department store has offered its customers for almost a century, as new boss Sharon White tries to plot the retailer’s path out of the coronavirus crisis.

Under the slogan, introduced in 1925, the chain commits to refund customers the difference if they find the same item on sale for a lower price within 28 days.

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