Department store chain John Lewis is to extend its famous ‘never knowingly undersold’ price guarantee to cover its online rivals.

The six decades-old promise warrants that John Lewis will refund customers the difference between the price paid in any of its stores and the same goods available for less elsewhere.

However, until now, no bricks and mortar retailer has extended such a guarantee to the internet. Retail observers see the move as a price gauntlet thrown down to the beleaguered etail-only sector.

John Lewis is currently developing its own online shopping facility (, initially with a restricted range of merchandise.

News Source: CampaignLive (UK)