So having had a slight hiccup in childcare arrangements my quest to convince my local branch of Sports Direct to become breastfeeding welcome was temporarily and frustratingly on pause. However, I am pleased to report that on the 22nd May I finally collared the manager of my local branch, having already left my number and email address on my previous visit (which I wrote about HERE) and heard nothing. I couldn’t help feel deflated when I asked if the Assistant Manager had passed on the breastfeeding welcome pack I left for him and he just looked at me blankly. Fortunately I expected it to have been ‘misplaced’ and so swiftly presented him with another one. He apologetically explained that he hadn’t spoken to the Assistant Manager as they had recently been working across 2 stores and he had barely seen her.
So off I went again, with my spiel explaining the bad press Sports Direct had received regarding an incident where a mother was ordered out of one of their stores for feeding her baby (click HERE if you would like reminding). I can honestly say I was stunned by his response. ‘Women breastfeed in here all the time, there was a lady here a few hours ago feeding her baby. We are fine with customers breastfeeding’ I wasn’t expecting that. I asked him if he was happy for that to go on record along with his name and he said absolutely.
So Lorenzo, Manager of Sports Direct Stoke Newington I salute you. I then asked if I could sign his branch up to the breastfeeding welcome scheme but he said he would have to check with head office and he’d come back to me. I am yet to hear back from Lorenzo and am not overly optimistic but I can certainly log this as a small but positive move in normalising the basic act of giving your baby food, whilst possibly browsing trainers and/or sportswear. I’ll keep be catching up with Lorenzo in a couple of weeks, do watch this space.