John Lewis launches value range

John Lewis is bringing out a value homeware range, with branding and packaging by Zach John Design and the retailer’s in-house design team.

Launching next week, John Lewis Value will carry 100 product lines, including wine glasses and towels. The retailer hopes that the new range will help it to fend off competition from cheaper rivals such as Ikea and Tesco.

Prices will range from £1 for mugs and tea towels, to £12 for a set of three saucepans or £18 for a king-sized duvet.

An advertising campaign will launch in mid-October that will introduce the Value range as well as explaining the retailer’s Never Knowingly Undersold slogan, which John Lewis admits is ‘not necessarily well understood’ by consumers.

The range, which John Lewis hopes to expand early next year, appears on shelf from 14 September.

Hide Comments (5)Show Comments (5)
  • Debbie Castle November 30, -0001 at 12:00 am

    I like buying products at John Lewis because I can be sure of the good quality of the product. Will John Lewis still be able to guarantee a high quality with their new value range?

  • karen November 30, -0001 at 12:00 am

    I feel the same way, you can always rely on john lewis for quality, i would hate to think that the value range would let them down.

  • Adrian November 30, -0001 at 12:00 am

    ‘Never Knowingly Undersold’, but if you still don’t believe us or simply can’t afford our prices why not try our value range. After all it’s what everybody else is doing.

    In life one thing’s certain – you get what you pay for!

  • Chris Capron November 30, -0001 at 12:00 am

    Oh dear – “Never Knowingly Underdesigned” would be a better slogan to sum up this pack… maybe the designers should realise that there are 6 sides to a pack and you can use them differently. Just because it’s a value range doesn’t mean to say it has to be a value design!

  • Rachel Childs November 30, -0001 at 12:00 am

    6 sides yes, but packed on a shelf its important to read same info from a few angles when stacked.

    never knowingly undersold. whats it all about?

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