The John Lewis broadband service replaces the existing Waitrose and Greenbee broadband packages, and is available now across the UK from John Lewis stores and online.
The chain is offering three broadband options - standard, unlimited and fibre. The firm has partnered with Plusnet for the standard broadband and unlimited services over DSL lines, but will most likely have agreed a wholesale deal with BT for the fibre product, although that has not been confirmed.
Customers taking the standard DSL broadband service will get an 'up to' speed of 16Mbps with a 20GB monthly usage limit, offered from £24.50 a month on a 12-month contract (including line rental and calls).
The Unlimited service also offers a 16Mbps 'up to' speed - which must be achievable by 10% of customers under new advertising regulations - but with no monthly usage limit. This is being retailed at a package price of £31.50 a month with a 12-month contract.
John Lewis's Fibre broadband service, which presumably is available only in UK areas where BT has rolled out fibre, is claimed to offer an 'up to' speed of 38Mpbs with a 100GB monthly usage limit. It is available from £38.50 a month on a 12-month deal.
"This move complements the range of services and products we offer - over 80% of all our consumer electronics sales are WiFi-enabled and we know our customers want the same honest and trustworthy experience from their internet provision as they would expect from any product they buy from us," said John Lewis telecoms manager Adam Brown.
"John Lewis broadband gives customers an upfront and transparent price on a range of broadband and phone packages with no hidden terms and conditions, a simple 12-month contract with no hidden catches and the excellent customer service that we are renowned for."
Any customers with broadband from Waitrose or Greenbee are expected to be offered the opportunity to switch to John Lewis Broadband along the three available options.
> UK broadband, local TV to get funding boost on TV switchover underspend
> Sky starts offering free wireless internet in the UK
> Virgin Media hits broadband roll out milestone