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Liverpool Echo
Liverpool Echo
World
Levi Winchester & Gemma Jones

John Lewis ditches famous price match promise slogan after 100 years

John Lewis is axing its famous price match promise after 100 years.

The iconic "Never Knowingly Undersold" slogan promised that the retail giants would match the price of branded products in other shops if a customer found it cheaper elsewhere, reported The Mirror.

The slogan was introduced in 1925 but is now getting scrapped as John Lewis said it no longer reflects how people shop.

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