The range, which will launch on 14 September, is made up of 100 essential basics for the home. The ranges includes £1 mugs, £1.50 for utensils, towels from £1.50 and two pillows from £4.
An ad campaign will roll out from mid-October, with the aim of explaining the ‘Never Knowingly Undersold' strapline better to customers. The slogan was introduced in 1925, and although John Lewis says it is a key part of the brand, it admits that it is not well understood.
John Lewis said that the introduction of the value range does not mean the retailer is moving away from its mid-premium positioning, but ensuring it has products at both the premium and value ends.
The range will be added to in the early part of 2010.
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