John Lewis to drop its slogan, "never knowingly undersold" after 95 years

John Lewis departmental store to drop its slogan, "never knowingly undersold" after nearly 100 years of use
EJ
Emeh Joy

The high-end departmental store chain, John Lewis is set to drop its slogan, "never knowingly undersold" after nearly 100 years, reports say.

According to Dame Sharon White, the chairman of the John Lewis Partnership since last year, the move comes at a time when up to 70% of the business' sales are being made online.

The brand's slogan had promised that the brand would refund differences if customers purchased one of its products but found it cheaper elsewhere within 28 days.

However, the policy has been unable to match prices with online-only retailers.

The company first used the "never knowingly undersold" tagline in 1925. However, A john Lewis spokeswoman told Sky News that the company has been reviewing the slogan since March 2020.

Chairman, John Lewis Partnership, Dame Sharon says the company is reviewing its slogan, "never unknowingly undersold" and intends to drop it as about 70% sales are being made online.

The company's sales are expected to be 60-70% online this year up from 40% in 2019 even as the coronavirus pandemic and lockdown has forced people to buy and sell online

Dame Sharon, while speaking with Sunday Times said, "The proposition is important because it signifies being fair to society. We are reviewing it to improve it".

Dame Sharon, who is among the high-profile black businesswomen in the country, also spoke regarding the label BAME for black, Asian and minority ethnic people.

She airs her disapproval saying, "I hate BAME because it feels you're sort of bringing together lots of very disparate backgrounds. It doesn't feel meaningful.

Clacified reported in July that John Lewis announced plans to turn its empty stores into privately rented houses in amove to expand beyond its traditional retail service as well as to keep the business running.

The chairman who has been forced to shut down eight of the chain's 50 stores still believes John Lewis will rise gain and has plans of making that work.

Already she is talking to developers and investors to partner in building flats and is also planning to upgrade the homeware department and financial services.

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