John Lewis is to bring back a new iteration of its much-loved “never knowingly undersold” price match pledge as part of a plan by its new boss to win back customers.
In a significant U-turn for the department stores chain, Peter Ruis, the retailer’s executive director, has decided to relaunch the slogan, promising to match prices in its 34 stores and online with 25 competitors, including Amazon and Marks & Spencer.
The move comes after the business vowed this year to focus “unashamedly” on investing in its core retail business after a controversial shift into housebuilding and in the wake of three consecutive years of losses.
Dame Sharon White, the outgoing chairwoman, ditched the price match guarantee in 2022, after almost a century, saying it