British chain apologizes for not letting Jewish kids in store

Security guard stopped boys in Jewish school uniforms from entering Sports Direct store in Borehamwood, Hertfordshire, saying, "No Jews, no Jews."

Jewish boys [file] (photo credit: REUTERS)
Jewish boys [file]
(photo credit: REUTERS)
A British sporting goods chain has apologized for a security guard who prevented identifiably Jewish preteens from entering one of its stores.
The seventh-graders were wearing the uniforms of the Yavneh Academy, a Jewish secondary school, when they attempted to enter the Sports Direct store in Borehamwood, Hertfordshire, on Friday, the Jewish Chronicle reported. The guard stopped them at the door and said “no Jews, no Jews.”
Other Yavneh students who wore coats over their uniforms were permitted to enter.
The company apologized and removed the guard, who was fired from the security company for which he worked.
David Rosen, the father of one of the boys prevented from entering the store, was quoted by The Jewish Chronicle commending Sports Direct for its actions in the aftermath of the incident.
“The matter has been taken extremely seriously by Sports Direct at the highest managerial level,” Rosen said. “The area manager, in the first instance, acted swiftly to remove the security guard for the offensive remarks, who in turn, no longer works for the security company.
“Simon Bentley, the senior independent director at Sports Direct, contacted me, and having thoroughly investigated the matter, apologized,” Rosen continued.
“Sports Direct have confirmed to me that the actions of this guard were entirely contrary to their policies and that Jews are welcome as are all customers, whatever their religious denomination.”
The Jewish Chronicle quoted a Sports Direct spokesman as saying: “The guard was deeply offensive and disrespectful to the school children. We take pride in the lack of prejudice amongst our trained staff and will not tolerate discrimination of any kind.”