Levi's CEO Asks Customers to Keep Guns Out of Stores
Levi Strauss CEO Chip Bergh asked customers to refrain from bringing guns into its stores, even when local laws allow for it. Bergh posted an open letter to LinkedIn on Wednesday saying he was aware the move might anger some, but reassured isn't a political statement — it’s about safety. Bergh’s post comes just a few weeks after a customer carrying a handgun accidentally shot himself inside a Levi’s store in Commerce, Georgia, sustaining a non-life threatening injury.
Total Retail’s Take: In the letter, Bergh noted that employees have expressed concerns as more customers bring guns into stores. If your employees are uncomfortable or don’t feel safe, you definitely need to do something to fix that. Bergh made it clear that this isn't a political statement by Levi's, but rather a safety measure. In 2013, Starbucks released a similar statement and was met with boycott threats from both sides of the gun debate. The threats, however, blew over, and Bergh consulted Starbucks when crafting his letter.