The high street retailer, John Lewis, is to promote its £30m internet arm, John Lewis Direct, with an ambitious advertising campaign.

However, the longest running promise in the retail business, that John Lewis is "never knowingly undersold", does form part of the marketing plan.

Instead, the new slogan is the less catchy "www.johnlewis.com - the best of John Lewis online".

Today the retailer announced it was investing £30m in Direct in an attempt to become the UK's leading direct retailer.

The site will incorporate buy.com, which John Lewis bought in February.

Initially, 5,000 home and giftware products will be sold on the website but the company also intends to sell directly to customers through catalogues.

Murray Hennessy, the managing director of John Lewis Direct, said: "We are bringing to the online market the sort of service and customer dedication John Lewis is renowned for on the high street.

"Selling via the internet marks John Lewis's introduction into direct selling, something we will be developing in the near future."

John Lewis said it could not use the "never knowingly undersold" slogan because the internet market was too competitive.

The retailer will launch Direct with an integrated campaign combining traditional and online marketing.

The first print ad will appear in the Evening Standard's ES magazine later this month. It will be followed by advertorials and mailers introducing John Lewis account holders to the website.

The online marketing initiatives include an email campaign, strategic partnerships with leading ISPs and the effective use of search engines.

These activities will be supplemented by promotions in John Lewis stores.

The above-the-line advertising has been produced by the advertising agency, Burkitt DDB.