Which clothing retailer used the slogan “Never Knowingly Undersold”?

John Lewis used the slogan “Never Knowingly Undersold.” The promise meant that the retailer aimed to match a competitor’s lower price on an identical product under specified conditions.

The slogan was introduced in 1925 and became central to John Lewis’s identity in the United Kingdom. It was not an unrestricted guarantee: exclusions and qualification rules applied, and the comparison generally concerned identical products sold by comparable retailers. The phrase therefore described a pricing policy rather than a claim that every item was always the cheapest.

John Lewis ended the policy in 2022, saying that changes in shopping habits and pricing practices had made it increasingly difficult to maintain. This makes the slogan historically important even though it is no longer the company’s active price promise. John Lewis began in 1864 when John Lewis opened a shop on London’s Oxford Street.