John Lewis to end ‘never knowingly undersold’ era on 22 August

Retailer tells customers historic pledge will soon not be honoured but keeps new slogan under wraps

John Lewis is to retire its 97-year-old price pledge never knowingly undersold" on 22 August but has yet to reveal a catchy new slogan to take its place.

The department store chain told customers in an email it will not accept new claims under the pledge from 23 August, instead promising them - rather long-windedly - it is always knowingly committed to outstanding value".