John Lewis celebrates 100 years of Never Knowingly Undersold
What: John Lewis celebrates 100 years of its Never Knowingly Undersold promise with a new campaign and major brand and store investments.
Why it is important: This milestone demonstrates how heritage, strategic partnerships, and investment in experience can keep a legacy retailer relevant in a changing market. John Lewis marks the centenary of its iconic Never Knowingly Undersold promise with a vibrant new campaign, including a 100-second film that celebrates a century of British life and retail innovation.
The campaign, crafted by Saatchi & Saatchi and featuring a soundtrack by Mike Skinner, aims to reinforce the retailer’s enduring relevance and value proposition. Managing director Peter Ruis emphasizes the importance of staying true to the brand’s heritage while remaining competitive and forward-looking, especially as the department store format continues to evolve. Amid challenging economic conditions, John Lewis remains optimistic, positioning itself as a national retail leader across categories such as fashion, tech, and nursery. The centenary also coincides with the relaunch of Topshop and Topman in stores and online, reflecting a broader strategy of exclusive partnerships and assortment expansion. These initiatives are supported by an £800 million investment in store upgrades and the onboarding of over 100 new fashion brands, underscoring the retailer’s commitment to experience, innovation, and customer trust.
IADS Notes: John Lewis’s centenary campaign is the culmination of a year marked by the strategic revival of its Never Knowingly Undersold pledge in September 2024, which drove a surge in customer engagement and sales. The retailer’s transformation includes exclusive designer collaborations, significant expansion of its brand portfolio, and a £800 million investment in modernizing stores and enhancing the customer experience. This multi-category approach, spanning fashion, home, and technology, demonstrates how John Lewis balances its heritage with innovation to remain a leader in British retail, as evidenced by its ongoing success in customer satisfaction and experiential retail throughout 2024 and 2025.
