Selfridges - Provisions and Groceries opening

As I didn't have time to post a new shop over the weekend, I dug out this ad from the Daily Express of November 25, 1914, announcing the opening of Selfridges' Groceries and Provisions departments, more than five years after the store opening.

Does the business still stick to "London's Lowest Prices - Always", a claim that was often used in Selfridges' early ads? I doubt it.  

Note it's Selfridge's with an apostrophe – the apostrophe was dropped in 1940, 19 years after Harrods did it.