“Never Knowingly Undersold”

“Never Knowingly Undersold”

This pricing policy was formulated by John Spedan Lewis, the founder of the John Lewis Partnership, and had its origins with his father (also John Lewis) who introduced it at the very first shop, which opened on London’s Oxford Street in 1864.

Whilst the idea of beating all other shops on price has been an internal mantra within the company since its inception, it was first publicly expressed in the Peter Jones shop on Sloane Square in London in 1925 (before rolling out to the other shops in 1926) as a promise of the best value to customers: “If you can buy more cheaply elsewhere anything you have just bought from us, we will refund the difference.”

Words from Creative Review