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.