The Osher Ad supermarket chain removed signs posted in its Beit Shemesh branch, asking women to dress modestly while shopping in the store.
The decision to remove the signs came a day after it was reported that the store handed out black gowns to women who did not comply with the modesty code, stirring anger among female shoppers.
"Dear customers, when visiting Osher Ad, please help us respect all those who shop at our store by dressing modestly. Thank you for your cooperation," the original sign read.
Beit Shemesh resident Sonia told Ynet that she came to Osher Ad after hearing of a new supermarket that offers reasonable prices. At the entrance to the store, the guard gave her and her mother black gowns. "He told me to put it on my shoulders and cover myself. I refused, so he said 'put it on your shoulders or else someone might have a hear attack.'"
Commenting on the sudden decision to remove the notices and stop handing out black gowns, Osher Ad co-owner Avraham Margaliot said the chain "loves all the people of Israel and only cares about selling cheap products. Signs or no signs – all we care about is offering the cheapest prices.
"We continue to respect the wishes of our customers and provide service to everyone according to their conscience," he added.
A statement issued by the supermarket chain noted that "following customers' requests, we decided to remove the sign temporarily in order to draft a version that is acceptable to the all our clientele."