Australia's biggest sleepwear retailer, Peter Alexander, has apologised after an Indigenous man claimed he was accused of stealing because of his race at an Australian store last weekend.
Sydneysider Julius Widders took to social media this week to recall his experience at an unnamed store location, where he was browsing alongside his wife, Rose, and three young family friends.
Mr Widders claimed that when the group went to the counter to pay for their purchases, a store staff member returned with a security guard "as if we were there to steal".
"Once they noticed we were simply there to pay, the girls said, 'they're all good now'," Mr Widders wrote in his post. After paying for their purchases, Mr Widders confronted the security guard about what had taken place, but the guard repeatedly told him, "please don't go there".
Mr Widders highlighted that Peter Alexander is "a brand that makes money out of Indigenous designs on their pyjamas". His post detailing the incident subsequently attracted almost 15,000 reactions and hundreds of comments online.
Impact on the family
Describing the aftermath of the encounter, Mr Widders recalled the reaction when they returned to their vehicle. "We got back in the car, and my wife couldn't believe what had just happened," he wrote.
He added: "She told over and over how embarrassing it was and I told her, don't worry about it, I'm used to it. My wife's family also could not believe this situation and how unfazed I was by it."
What hurt Mr Widders the most was the alleged racism. "I finally realised for myself how bad it is," he said. "No one should be judged or profiled solely on their appearance."
"You never know someone's story, and you never know how many times they've had to experience the same thing," Mr Widders added. "The moral of the story: don't judge a book by its cover. Treat everyone with dignity, respect and fairness."
Company investigation and official apology
A spokesman for Peter Alexander told the Daily Mail that the company has been in direct contact with Ms Widders regarding the couple's in-store experience. "We've been in direct contact with Rose and appreciate her willingness to work with us to understand more," the spokesman said.
"We are disappointed to hear that she and her husband didn't feel welcome in our store," the spokesman added, emphasizing that the company is committed to providing an inclusive and welcoming environment for everyone.
"We take the concerns raised seriously and we're investigating this situation to understand what happened on the day, including speaking with our store team and centre security," the spokesman stated. "We recognise the significant impact this experience has had on her, her husband and those who were with them, and we sincerely apologise for this."
The company confirmed it will continue to work with Rose as the investigation proceeds. The Daily Mail has also contacted Mr Widders for comment.
History of the Peter Alexander brand
Peter Alexander founded the sleepwear business from his mother's dining room table in the 1980s. He initially sold directly to department stores, but pivoted after a department store cancelled an order for 2,000 pairs of pyjamas in 1990.
Following the cancellation, Alexander took out a mail order advertisement in Cleo magazine, which generated 6,000 orders. The business remained a catalogue and online operation until 2000, when Alexander joined Australian retail conglomerate Just Group.
Four years later, he opened his first standalone store in Melbourne. Today, Peter Alexander operates in more than 130 locations across Australia and New Zealand. Last year, parent company Premier Investments separated Peter Alexander from the rest of the Just Group during an internal corporate restructure.
