Piers Morgan slammed “Directly disgusting” Sports Direct for “robbing” its customers and staff.
Mike Ashley’s company raised the prices of a variety of sports equipment by over 50% after bowing to public pressure and closing stores.
Fraser’s Group, which includes Sports Direct and Evans Cycles, had initially told staff that they were key workers despite the government blockade.
Speaking of today’s Good Morning in Britain, Piers blew up the company to “raise” the price of his most popular items to keep fit.
He said, “What is Sports Direct that doesn’t actually manage to do something for your country, it doesn’t mean elusive people who may need to keep fit through this.”
Dr Hilary said there was no reason to open stores that sell non-essential goods and said the public would never forgive them.
He said: “I think when everything is over, and we will see massive mortality, thousands of people dead, I don’t think these outlets will be forgiven by the public.
“He will come back to bite them.”
Piers added: “We will remember the companies that stepped up, took care of their employees and customers.
“And remember those who abused their employees, made them work when they were not essential and who abused their customers with this kind of outrageous flogging.”
The cost of a Everlast 12 kg kettle bell, owned by Sports Direct’s parent company Frasers Group, is now £ 39.99, compared to £ 29.99.
While a jump rope from Lonsdale, black and pink, cost £ 2.99, now costs £ 4.99 (+ 67%) and a wooden Slazenger club, silver, costs £ 19.99, now costs £ 29.99 ( + 50%).
Piers continued, “I don’t want to hear from Sports Direct for any explanation that justifies it. We know what you’ve done. You have been exposed. You should simply close your stores.
“Frankly, after this, if you’re still doing business, good luck to customers who forgive you because I won’t. I think it’s disgusting.”
Piers revealed that he had heard many employees “disgusted” by the price increases.
He added: “There are many better people in this country than those who seek to earn money and spread staff and customers.”
A Frasers spokesman said: “While some products have seen a price hike on Sports Direct, this is not the complete or accurate picture. Not only were these products initially discounted, but they are also now below the recommended selling price.
“As for the rest of the Group’s facies – including Flannels, House of Fraser and USC – there continues to be a 20% discount on all online sales until mid-April.”
* Good morning Britain airs