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Piers Morgan has slammed Sports Direct for increasing their prices amid the coronavirus outbreak.

After Boris Johnson put the UK into lockdown, the sportswear shop remained open as bosses argued they were essential to keep the nation fit during the crisis.

Following their decision, it came to light that the store had also hiked up the prices of the sports equipment, which includes skipping ropes, weights and resistance belts, in documents seen by PA news agency.

And now, the Good Morning Britain star has hit out at the company, which has since closed its doors, where he stated he will never forgive them.




‘For everyone doing good work out there, Sports Direct insisted their staff went in claiming they were an essential store,’ he fumed on the breakfast TV show.

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‘So it’s now transposed an investigation into them, they’ve been jacking up all their prices. What is it about Sports Direct that they don’t get?’

Piers Morgan slammed Sports Direct for increasing prices amad coronavirus crisis (Picture: PA)

The 54-year-old continued: ‘Doing something for your country doesn’t mean fleecing people.

‘We will remember the companies who stepped up to care for their employees and customers and we’ll remember those who abused their employees.

‘We know what you did, you have been exposed, I think you should shut your stores. Good luck to the employees that forgive you – I won’t. I think it’s disgusting.’

Clarifying his point, the presenter added: ‘I don’t blame the employees, I blame the management.’

Piers stated that he would never forgive the company (Picture: Rex / ITV)

Sports Direct sent a document to staff today, which shows the equipment lines which are set to have price increases applied. Due to the fact the company operates a system of having ‘ticket’ prices, followed by ‘reduced’ stickers, it can be unclear what price a product was ever sold at.

The documents show that an Everlast 4kg kettle bell has gone up from £9.99 to £14.99 – although the sticker will still say the ‘original’ ticket price was £19.99.

The cost of a 12kg kettle bell by Everlast, which is owned by Sports Direct’s parent company Frasers Group, is understood to now cost £39.99, up from £29.99.

A Frasers spokesperson said: ‘While some goods have seen an increase in price at Sports Direct, this is not the complete or accurate picture. Not only were these goods originally discounted, but even now they are under the RRP.

‘In regard to the rest of the Group facias – including Flannels, House of Fraser and USC – there continues to be a 20% discount on all online sales until mid-April.’

Good Morning Britain continues weekdays at 6am on ITV.

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