John Lewis celebrates 100 years of ‘Never Knowingly Undersold’ promise

Retailer John Lewis is celebrating 100 years since its ‘Never Knowingly Undersold’ (NKU) promise was first introduced in 1925.

To mark the centenary, the retailer is launching a major new multi-media campaign on 4th September. From car boot picnic to festival and fete, ‘Tableau’ is a celebration of the wonderfully vibrant tapestry that makes up modern British life.

Directed by the acclaimed Kim Gehrig, the single-shot style film is set to a new version of ‘The Beat Goes On’ covered by musician Mike Skinner, aiming to show how John Lewis is as relevant to modern Britain today as it has always been. The campaign, created by Saatchi & Saatchi, reaffirms the trust commitment that John Lewis has actively invested in, having matched over 300,000 prices on branded products in the past year alone.

Coinciding with the new centenary campaign, the retailer is also announcing a new national partnership with Topshop and Topman that will see the two British fashion brands return to UK high streets. Through the landmark deal, Topshop will be available in 32 John Lewis stores while Topman will be on offer in six stores from February 2026.

Peter Ruis, Managing Director of John Lewis, commented:

“Bringing Topshop and Topman back to high streets across the UK is a landmark moment, and we are thrilled to be their only nationwide store partner. It’s the ultimate proof of our strategy: offering the most-loved brands alongside the unwavering trust of our brand promise. I grew up with these incredible brands. They have defined our high streets, bringing edge and accessibility with an iconic British lens.”

Michelle Wilson, Managing Director at Topshop, said:

“We’re excited to partner with John Lewis, a trusted name in British retail, to bring Topshop and Topman to high streets across the country. This partnership is a key step in our mission to bring the best of fashion to everyone, engaging with shoppers in real life and delivering the style and quality they expect from our brands.”