Is John Lewis right to drop ‘Never knowingly undersold’?

John Lewis sells most of its wares online, where the price promise does not apply. But would it give up too much by dropping the slogan?

by Omar Oakes
John Lewis: 70% of sales are online
John Lewis: 70% of sales are online

Please sign in or register to continue.

Sign In

Trouble signing in?

Reset password: Click here


Call: 020 8267 8121


  • Limited free articles a month
  • Free email bulletins

Register Now

Get 30 days free access

Subscribe to Campaign and get your first 30 days free*

  • Full access to
  • Quarterly printed magazine
  • Bulletins, podcasts and member-only content, such as School Reports
  • Event discounts 

Pay nothing for your first 30 days. Cancel anytime. Membership starts from £35 per month.*

Subscribe now

Need to activate  your membership?

Campaign Members
Click here >>

Marketing Society Members
Click here >>