John Lewis reveals value homeware range

John Lewis is set to launch a low-cost value homeware range to compete with supermarket non-food ranges and strengthen its “Never Knowingly Undersold” proposition.

John Lewis value homeware

The range will be available from 14 September and will initially consist of 100 homeware lines, “to cover customers needs for everyday living, cooking and sleeping,” and will expand to further lines next year.

The introduction is part of a bid to halt the slide of customers to lower cost rivals by providing a cheaper alternative in store.

An advertising campaign, will launch in mid-October to promote the range and explain how it fits into the existing ‘Never Knowingly Undersold” philosophy.

John Lewis is also said to be revamping its in-store materials to reflect the low prices it offers, as well as quality and service.

Prices start at £1 for mugs and the range includes a set of three saucepans, available for £12, compared to the cheapest three-pan set available on, currently priced at £60.

The department store is also improving its price checking procedures to enable it to respond to competitors’ price promotions within two hours.

Last week the department store launched Edition, a new in store magazine for customers.

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