Never Knowingly Undersold is back – and so is John Lewis

New John Lewis boss Peter Ruis has made quite the statement by bringing back its ‘Never Knowingly Undersold’ price promise, two years after the department store scrapped it.
The first major move since he joined in January indicates that Ruis – who previously spent 10 years at the department store – is refocusing on what makes John Lewis special.
“As of Monday, we are bringing back Never Knowingly Undersold,” says Ruis. “This is our brand and has always b