John Lewis unveils new mobile strategy – including 25 strong SIM free range and Vodafone partnership

Mobile phones, Smartphones


  • Over 25 of the most popular SIM free smartphones available to buy from
  • SIM free iPhone mobile handsets to go on sale online and in John Lewis Oxford Street from early July. Includes 2-year guarantee
  • Vodafone mobile contracts to go on sale in John Lewis Cheadle from August. Includes 2 years’ worth of Accidental Damage Cover at no extra cost
  • Vodafone mobile contracts to go on sale in John Lewis Oxford Street from late September/early October. Includes 2 years’ worth of Accidental Damage Cover at no extra cost

Popular ‘middle class’ retailer John Lewis is boosting its technology offering with a new mobile strategy, offering over 25 SIM free mobile handsets.

The range of mobile handsets includes the most popular manufacturers and the latest handsets, such as the Samsung S6 Edge. All mobile handsets will come with a 2-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 models. These will also come with a 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 in Oxford Street from the autumn.

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 claims it is the only retailer offering customers buying a Vodafone contract 2-years’ worth of Accidental Damage insurance at no extra cost.

Johnathan Marsh, EHT Buying Director, John Lewis, comments: “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.”

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.

Handset range available on from 22nd June include the best-selling phones from the following brands – all with John Lewis’ Never Knowingly Undersold promise:

  • Apple (Early July)
  • Samsung
  • Sony
  • Motorola
  • HTC
  • LG
  • Microsoft Lumia
  • Doro


Chris Price
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