Peter Alexander has apologised and launched an investigation after Sydney man Julius Widders alleged that he and his group were treated as suspected thieves at one of its stores because they are Indigenous. The allegation has drawn attention to racial profiling in retail and to the company’s responsibility to ensure customers feel welcome and are treated fairly.

Mr Widders said a staff member returned to the till with a security guard as his group prepared to pay, leaving his wife embarrassed and upset. His social-media post received nearly 15,000 reactions; Peter Alexander said it had contacted the couple, was speaking with store staff and centre security, and sincerely apologised for the reported impact. The sleepwear retailer operates more than 130 stores across Australia and New Zealand.