John Lewis to lower prices ahead of reopening

John Lewis Partnership Pippa Wicks Sharon White
The new campaign will be titled "John Lewis quality at prices you wouldn't expect"
// John Lewis Partnership said its department stores will lower prices on unsold stock
// The plans come as the partnership seeks ways to boost footfall
// The parent company of John Lewis and Waitrose recently warned of further store closures

John Lewis Partnership has announced plans to lower prices in its department store brand ahead of reopening stores in England this April.

The plans come as the partnership seeks ways to boost footfall, particularly as stores remain shut nationwide due to the Covid-19 pandemic.

The new campaign will be titled “John Lewis quality at prices you wouldn’t expect”.


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The parent company of John Lewis and Waitrose recently warned of further store closures as it swung to a £517 million annual loss for the year ending January 30.

The group said it does not expect all its John Lewis shops to reopen at the end of the current lockdown, though it did not specify how many of its 42 John Lewis shops are under threat.

The latest imminent store closures suggests that further jobs could be at risk, after 1300 were impacted by the eight John Lewis store closures last year.

John Lewis executive director Pippa Wicks said the department store chain is preparing to cut prices on unsold stock.

However, she said John Lewis will “not be Argos for the middle classes”.

“When we open up from lockdown you will see in our stores lots of new entry price points, lots of other products repriced at different levels,” Wicks said.

Meanwhile, John Lewis Partnership chairwoman Sharon White said John Lewis had assessed its pricing structure and readjusted its entry price points.

“We’re really going to be dialling up our focus on value with new pricing later this year – we want customers to think, ‘Gosh this is John Lewis quality, but at prices that you wouldn’t expect’,” White said.

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6 COMMENTS

  1. Instead of closing stores, knock out a director or three! There the problem not the staff in the stores

  2. Jumping from one, ill thought out, initiative to yet another. The opportunity the JLP have to fill the middle class shopping gap is blindly obvious but they just don’t seem grasp that it’s about quality, availability and service. If they don’t sort out a proper operation board full of experienced retailers soon then I fear that they will not recover.

  3. As long as we have high quality merchandise, competitively priced, I hope that our customers would support us.
    We also need stores which are bright and welcoming to all age groups.

  4. Yes you are right. If anything they are the ones that are over paid, milking the system and running the company into the ground. Staff at lower levels are working very hard under the false pretence of being a so called partner for little or no reward.

  5. It’s obvious that John Lewis, like the majority of UK business’s are top heavy with needless senior management and HR advisor’s. Install confidence in the workforce to make decisions that reflect their capabilities and dedication.
    Dinosaur management will continue to bleed the company dry, which will result in many job losses for those valued workers.
    Failure to act now will result in total closure.

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