John Lewis boosts technology offer with new mobile strategy


John Lewis and Vodafone UK have announced a partnership to sell mobile contracts through selected John Lewis shops. In addition, John Lewis is boosting its technology offering with a new mobile strategy, offering over 25 SIM free mobile handsets which are now available to buy on

Through its SIM free range, John Lewis is offering customers an edited range of the most popular smartphones on the market at the best price with its Never Knowingly Undersold price promise. The range of mobile handsets includes the most popular manufacturers and the latest handsets (e.g. Samsung S6 Edge). All mobile handsets will come with a two-year guarantee.

SIM free Apple iPhones will be added to the range available online and in Oxford Street from early July, including iPhone 6+, iPhone 6, iPhone 5S and 5C. These will also come with a market-leading 2-year guarantee (Apple products in the market come with a standard 1-year warranty).

For the second phase of the rollout in mid-August, Vodafone and John Lewis are to offer smartphone contracts in Cheadle and from the autumn in Oxford Street. Customers will be able to go into shops to browse the range of mobile handsets available in a dedicated area of the technology department, which will be jointly run by both John Lewis Partners and Vodafone staff. John Lewis is recommending two tariffs to its customers; one low data tariff with unlimited free texts and minutes, and one high data tariff with unlimited free texts and minutes. However, customers will be able to buy mobile contracts on all Vodafone plans should they wish.

John Lewis is the only retailer offering customers buying a Vodafone contract 2-years’ worth of Accidental Damage insurance at no extra cost. Combined with the John Lewis Never Knowingly Undersold price promise on contracts and SIM free handsets, customers will get the best price available guaranteed.

Johnathan Marsh, EHT buying director, John Lewis, said: “We’ve got a very strong technology business and being able to offer customers mobile phones is an important part of our connected home strategy. We know from our website traffic and searches that customers are actively looking for mobiles from us, but it’s important we go into this market in a John Lewis way.

“At the moment there are thousands of potential combinations of mobile handsets and tariffs on the market, which can be really daunting for customers and this is why we’re determined to bring John Lewis levels of excellence, simplicity and value to the mobile market. Our buyers have done all the homework to make it easier for customers to find a deal that’s right for them.

“Our customers know they’ll get the best price guaranteed with our Never Knowingly Undersold price promise, and we’re offering two-years’ worth of Accidental Damage insurance at no extra cost.”

Cindy Rose, consumer director, Vodafone UK, said: “We pride ourselves on listening to our customers and helping them the perfect phone and plan that works for them. This partnership with John Lewis is a great next step in our journey to becoming the UK’s best mobile network for service and sales.”

Any customers signing up to a contract will also benefit from Vodafone’s three month Data Test Drive, which offers unlimited data for the first three months of the contract term.