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John Lewis launches new own-brand label


This is a familiar strategy for department stores that are looking for a better margin, but apart from the early days of Designers at Debenhams, has it ever really worked for anyone? Surely consumers more readily buy "big" brands than in-house labels. I am confident John Lewis will do an OK job with this extension of its existing own-label offer, but I believe it would do its bottom line much more benefit if it dropped its now-crazy "Never Knowingly Undersold" price-matching with the kamikaze discounting strategies of House of Fraser and Debenhams. If JL moved away from this, surely no one would accuse them of ripping off The Great British Public.

Posted date

16 July 2018

Posted time

7:37 am