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Live Knowingly by John Lewis & Partners logo

As we welcome the return of our brand promise Never Knowingly Undersold, 
we’re reflecting on the knowledge we’ve gained since we first introduced it in 1925. 

We certainly don’t know everything, but we do know that the important things – like kindness and values – endure.

We certainly don’t know everything, but we do know that the 
important things – like kindness and values – endure.

"Buying once is an act of rebellion.”

Timeless pieces for now and forever

Image of a lady wearing a coat
"Confidence is your best accessory.”

Free fashion advice with no obligation to buy

Image of a man wearing a coat
"Use the good dishes every day.”

Homeware designed to stand the test of time

close up of a selection of white dishes on a table
"Kindness is never wasted.”

Our own-brand women’s cashmere is 100% Sustainable Fibre Alliance certified

Close up of a lady wearing a green cashmere jumper
"Nothing should be taken more seriously than joy.”

Get top-rated tech with a market-leading guarantee

close up of a the inside of a washing machine
"Parenting is like folding a bedsheet; nobody really knows how.”

From car seat fittings to school shoe fittings, we’re here for you

a girl dancing around
"Feel good about the price you pay.”

The most coveted brands. Price matched against 25 leading retailers.

Close up of a handbag
"You are your best investment.”

Your favourite beauty brands. Price matched against 25 leading retailers.

A close up of a lady wearing red lipstick
"Buying once is an act of rebellion.”

Timeless pieces for now and forever

Image of a lady wearing a coat
"Confidence is your best accessory.”

Free fashion advice with no obligation to buy

Image of a man wearing a coat
“Sleep isn’t for the lazy, it’s for the wise.”

From thread counts to tog ratings, count on us for indispensable advice (and a great night’s sleep)

Image of someone sitting on a sofa
Sleep isn’t for the lazy, it’s for the wise.”

Timeless pieces for now and forever

From thread counts to tog ratings, count on us for indispensable advice (and a great night’s sleep)

Image of a lady sitting on a sofa
"Use the good dishes every day.”

Homeware designed to stand the test of time

close up of a selection of white dishes on a table
"Kindness is never wasted.”

Our own-brand women’s cashmere is 100% Sustainable Fibre Alliance certified

Image of a lady wearing a green cashmere jumper
“Spend money on shoes and beds; if you aren’t in one, you’re in the other.”

Collections curated for quality and style

Image of someone lying on a bed with green silk sheets
"Use the good dishes every day.”

Homeware designed to stand the test of time

close up of a selection of white dishes on a table
"Spend money on shoes and beds; if you aren’t in one, you’re in the other.”

Collections curated for quality and style

Image of green silk sheets
"Nothing should be taken more seriously than joy.”

Get top-rated tech with a market-leading guarantee

Clsoe up of the inside of a washing machine
"Parenting is like folding a bedsheet; no one really knows how.”

From car seat fittings to school shoe fittings, we’re here for you

a girl dancing around
Extreme close up of a handbag
"Feel good about the price you pay.”

The most coveted brands. Price matched against 25 leading retailers.

Close up of a handbag
"You are your best investment.”

Your favourite beauty brands. Price matched against 25 leading retailers.

close up of a lady wearing red lipstick
Image of a old John Lewis shop front

Words of wisdom

Insider advice from our experts in tech, beauty and fashion

Expert tips
A young girl looking into a futuristic John Lewi shop window, with blue lighting

John Lewis through the decades

Delve into the stories at the heart of our ad

Unpacking our ad
Never Knowingly Undersold

On quality, service & price

It’s not just back. It’s better.

Find out more

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