John Lewis is planning to scrap its “never knowingly undersold” promise after nearly a century, its new boss has said, amid a radical overhaul of the business.
The firm’s famous pledge to match rivals’ prices has been in place since 1925, and applies only to bricks and mortar competitors.
But the company is set to move towards a “digital first” sales model, following the closure of eight stores, including its flagship shop in Birmingham.
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And with the coronavirus pandemic serving to further push sales online, the company soon expects online sales to account for 60 to 70 per cent of its total, up from around 40 per cent – meaning the pledge will no longer be relevant for the majority of its sales.
“We are reviewing it because shoppers are shopping in different ways,” the company’s new chief executive Dame Sharon White told The Sunday Times .
“The proposition is important because it signifies being fair to society. We’re reviewing it to improve it.”
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1/50 23 August
Jenny Nguyen and Tony Cao, from Vietnam, pose for wedding photos on Tower Bridge in London, as it remains closed to vehicles after it was stuck open on Saturday due to a “mechanical fault”. The landmark’s Twitter account confirmed only pedestrians and cyclists could use it on Sunday morning
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2/50 22 August
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3/50 21 August
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4/50 20 August
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5/50 19 August
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6/50 18 August
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7/50 17 August
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8/50 16 August
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9/50 15 August
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12/50 12 August 2020
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17/50 7 August 2020
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18/50 6 August 2020
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19/50 5 August 2020
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20/50 4 August 2020
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21/50 3 August 2020
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22/50 2 August 2020
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24/50 31 July 2020
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25/50 30 July 2020
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26/50 29 July 2020
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27/50 28 July 2020
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28/50 27 July 2020
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29/50 26 July 2020
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30/50 25 July 2020
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31/50 24 July 2020
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32/50 23 July 2020
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33/50 22 July 2020
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34/50 21 July 2020
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35/50 20 July 2020
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36/50 19 July 2020
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37/50 18 July 2020
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38/50 17 July 2020
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39/50 16 July 2020
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40/50 15 July 2020
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41/50 14 July 2020
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42/50 13 July 2020
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43/50 12 July 2020
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44/50 11 July 2020
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45/50 10 July 2020
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46/50 9 July 2020
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47/50 8 July 2020
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48/50 7 July 2020
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49/50 6 July 2020
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50/50 5 July 2020
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1/50 23 August
Jenny Nguyen and Tony Cao, from Vietnam, pose for wedding photos on Tower Bridge in London, as it remains closed to vehicles after it was stuck open on Saturday due to a “mechanical fault”. The landmark’s Twitter account confirmed only pedestrians and cyclists could use it on Sunday morning
PA
2/50 22 August
England’s Zak Crawley hit 267, joining the exclusive Double Hundred club, on day two of the Third Test match against Pakistan at the Ageas Bowl, Southampton
PA
3/50 21 August
Harri Teale gathers lavender during the annual harvest on the Wolds Way Lavender farm near Malton in North Yorkshire
PA
4/50 20 August
Parents and a student react after checking GCSE results at Ark Academy in London
Reuters
5/50 19 August
Tate Modern workers hold a strike outside the gallery in London, to protest the institution’s announcement that it would cut more than 300 jobs from its commercial arm, Tate Enterprises
PA
6/50 18 August
Two rescued brown bear cubs, Mish (left) and Lucy, cool off in a pool after arriving at their new home with the wildlife conservation charity Wildwood Trust in Herne Bay, Kent. The orphaned pair, who have been living in a temporary home in Belgium since they were found abandoned and alone in a snowdrift in the Albanian mountains, will be acclimatised to their new life in the country before moving to a permanent home
PA
7/50 17 August
A level students celebrate outside the Department for Education in London after it was confirmed that candidates in England will be given grades estimated by their teachers, rather than by an algorithm. The government U-turn comes just days after Education Secretary Gavin Williamson vowed there would be “no U-turn, no change.
PA
8/50 16 August
Wasp players take a knee as Northampton Saints stand prior to kick-off in their Premiership match at Franklin’s Gardens
PA
9/50 15 August
Piper Colour Sergeant Lil Bahadur Gurung attends the VJ Day National Remembrance event, held at the National Memorial Arboretum in Staffordshire, Britain
Reuters
10/50 14 August
People including students hold placards on Whitehall outside Downing Street as they protest against the downgrading of A-level results. The government faced criticism after education officials downgraded more than a third of pupils’ final grades in a system devised after the coronavirus pandemic led to cancelled exams yes
AFP via Getty
11/50 13 August
Benita Stipp (centre) and Mimi Ferguson (left) react as students at Norwich School receive their A-Level results
PA
12/50 12 August 2020
A train derailment near Stonehaven has left three people dead. Driver Brett McCullough, conductor Donald Dinnie, and a passenger were killed when the 6.38am Aberdeen to Glasgow Queen Street service crashed amid heavy rain and flooding
BBC
13/50 11 August 2020
A woman hydrates in the sun after open water swimming at the West Reservoir Centre in north London
Tolga Akmen/AFP via Getty
14/50 10 August 2020
Prime Minister Boris Johnson takes part in an archery session as he visits Premier Education Summer Camp at Sacred Heart of Mary Girls’ in Upminster
Reuters
15/50 9 August 2020
People cycle through Cambridge as the heatwave continues in Britain
EPA
16/50 8 August 2020
Healthcare workers take part in a protest in London over pay conditions in the NHS
Getty
17/50 7 August 2020
Emergency services make their way along the seafront on Bournemouth beach in Dorset on one of the hottest days of the year
PA
18/50 6 August 2020
Alison Murphy poses for a picture by husband Peter as she walks through a field of sunflowers in Altrincham, Cheshire
PA
19/50 5 August 2020
Pakistan’s Abid Ali being bowled by England’s Jofra Archer during day one of the First Test match at the Emirates Old Trafford, Manchester
PA
20/50 4 August 2020
The ‘Timbuktu tumblers’ from Kenya perform their balancing act on the Southsea waterfront as Zippos Circus reopens in Portsmouth
Rex
21/50 3 August 2020
Pelicans interact with a visitor in St James’s Park in London
PA
22/50 2 August 2020
Lewis Hamilton drives with a puncture towards the finish line to win the Formula One British Grand Prix at Silverstone
POOL/AFP via Getty
23/50 1 August 2020
Arsenal’s Pierre-Emerick Aubameyang celebrates with the trophy and teammates after winning the FA Cup, as play resumes behind closed doors following the outbreak of the coronavirus disease
Pool via Reuters
24/50 31 July 2020
People enjoy the sunny weather at a Bournemouth Beach
Reuters
25/50 30 July 2020
An artist puts the finishing touches to a wax figure of Prime Minister Boris Johnson, in the entrance line at Madame Tussaud’s in London, as the attraction prepares to reopen to the public following the easing of lockdown restrictions in England
PA
26/50 29 July 2020
A member of staff stands on Ai Weiwei’s ‘History of Bombs’ during a photocall for the Chinese artist’s new work on display at the Imperial War Museum in London
PA
27/50 28 July 2020
Stuart Broad celebrates after taking the wicket of West Indies batsman Kraigg Brathwaite. It was a milestone wicket in his career, reaching his 500th Test Wicket for England. They went on to beat the West Indies in Manchester and therefore win the series 2-1
Getty/ECB
28/50 27 July 2020
Demonstrators protest outside the Tate Modern in London over proposed job losses in the wake of the Covid-19 lockdown. The group believe that the emergency money provided by the government to culture-based organisations should be used to retain all jobs and that any other use of the funding is unfair. The gallery on London’s South Bank, as well as the Tate Britain, Tate Liverpool and Tate St Ives, reopened today after closing in March due to lockdown measures meant to curb the spread of the novel coronavirus
Getty
29/50 26 July 2020
Harry Maguire shakes hands with Leicester City manager Brendan Rodgers after Manchester United beat the Foxes. The win meant they finished third in the Premier League and Leicester finished outside a Champions League place in fourth
Pool via Reuters
30/50 25 July 2020
Women exercise using pool noodles during an aqua fit class at a gym in Sunbury-on-Thames after gyms and swimming pools were allowed to reopen
AFP via Getty
31/50 24 July 2020
Mayor of London Sadiq Khan tries out a new Streetspace protected cycle lane in London at the launch a new online cycle training scheme
PA
32/50 23 July 2020
A customer has her hair cut outside at Blade Hairdressers in Soho in London
Getty
33/50 22 July 2020
Liverpool’s English midfielder Jordan Henderson lifts the Premier League trophy during the presentation following the English Premier League football match between Liverpool and Chelsea at Anfield in Liverpool. Liverpool on Wednesday lifted the Premier League trophy at the famous Kop stand at Anfield after their final home game of the season
AFP via Getty
34/50 21 July 2020
Vivienne Westwood demonstrates outside the Old Bailey in support of Julian Assange in London
Reuters
35/50 20 July 2020
Comet Neowise in the skies over the Lovell Telescope at Jodrell Bank in Cheshire
PA
36/50 19 July 2020
Mods and rockers unite on Madeira Drive, Brighton, for a demonstration to call for the reopening of the road which Brighton & Hove City Council plans to keep closed permanently
PA
37/50 18 July 2020
People enjoy the sunny weather at Painshill, an 18th century landscape garden in Cobham, Surrey
PA
38/50 17 July 2020
Captain Sir Thomas Moore receives his knighthood from Queen Elizabeth, during a ceremony at Windsor Castle
AP
39/50 16 July 2020
Red Arrows do a flypast during the Graduation Ceremony of the Queen’s Squadron at RAF College Cranwell, Lincolnshire
The Daily Telegraph/PA
40/50 15 July 2020
Jen Reid poses in front of a black resin and steel statue titled ‘A Surge of Power (Jen Reid) 2020’, which is based on her by Marc Quinn, where it has been installed on the vacant Edward Colston plinth in Bristol city centre. The original statue was pulled down and thrown into Bristol Harbour during Black Lives Matter protests
PA
41/50 14 July 2020
Fields of echium and borage in full flower near the town of Thaxted in Essex
PA
42/50 13 July 2020
People ride a rollercoaster in a theme park next to Southend pier. Many businesses in tourism and hospitality have been able to reopen after some lockdown measures were eased
Getty
43/50 12 July 2020
West Indies’s John Campbell and Jason Holder celebrate winning the test as England’s Rory Burns and teammates look on dejected
Reuters
44/50 11 July 2020
Chicldren play in the water during a cricket match between Abinger and Worplesdon & Nurpham in Abinger Hammer, Surrey
Reuters
45/50 10 July 2020
People gather for the funeral of Dame Vera Lynn in Ditchling, England. During World War II she travelled to the frontlines, including Burma, entertaining British troops and boosting morale. She died on 18 June at her home in West Sussex
Getty
46/50 9 July 2020
Artist Anish Kapoor looks into his sculpture ‘Sky Mirror’ at Houghton Hall, King’s Lynn, ahead of the opening of his largest UK exhibition of outdoor sculptures
PA
47/50 8 July 2020
Players take a knee in support of the Black Lives Matter movement on the first day of the first Test cricket match between England and the West Indies at the Ageas Bowl in Southampton
AFP via Getty
48/50 7 July 2020
A circus performer from the Association of Circus Proprietors in Whitehall, London. The association handed a petition to Downing Street to ask Prime Minister Boris Johnson to allow circuses to reopen
EPA
49/50 6 July 2020
Bamburgh Castle in Northumberland, which re-opened to the public after being closed due to the coronavirus lockdown
PA
50/50 5 July 2020
People visit Columbia Road Flower Market, London, as it reopens following the easing of coronavirus lockdown restrictions across England
PA
The new slogan is expected to be unveiled in October.
Dame Sharon – formerly head of the media regulator Ofcom – said the struggling firm required “more inspiration, surprise, fun” and needed to “shout more” about its socially responsible values, as she outlined plans for a new direction.
John Lewis set set to reduce its focus on women’s fashion and ditch travel and spa services.
Instead it will offer more homeware, garden products and financial services, with the creation of a new housebuilding department.
The company is also looking at allowing customers to rent items instead of buying them, and is seeking to create an interactive sportswear zone featuring exercise bikes to give customers a “live studio experience”.
And from Monday, shoppers will be able to use their mobile phone to queue virtually to enter stores.
Dame Sharon was brought into John Lewis last year in an attempt to turn the company’s fortunes around after it revealed that profits had plunged by around 45 per cent.