High street retailer John Lewis has launched a new home broadband service.
The department store is to offer internet and home phone packages, and will take on established broadband providers such as BT, Virgin Media and Sky.
According to the Telegraph, home broadband will be priced from £11 per month, with line rental costing an additional £13.50.
John Lewis will also offer super-fast fibre broadband services priced from £38.50 per month.
"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 Adam Brown of John Lewis Telecoms.
The firm has pledged to charge customers the same price for broadband and calls, regardless of where they live.
John Lewis is also offering a wireless broadband router, free activation, internet security software and free customer support to all subscribers.
Commenting on the launch, Julia Stent, Director of Telecoms at uSwitch.com, said it is clear that John Lewis isn't aiming to offer the lowest price on the market.
"At £38.50 a month for speedy fibre internet connection, line rental and calls, it's not offering budget broadband," she stated.
"But this is a company that knows its customers, and it knows how to tick their boxes. It's a trusted and longstanding British brand known for quality, value for money, customer benefits and good old-fashioned customer service."
As such, Ms Stent said she wouldn't be surprised if its broadband packages are snapped up by its loyal customer base.
"The more broadband providers there are, the more competition, which should ultimately result in even better deals for customers," she added.
"Another player in the market is extremely welcome, especially when it’s a retailer with such clout."