Watch FIFA World Cup 2026™ LIVE, FREE and EXCLUSIVE

Priceline apologises after 'racial' checks

Priceline will educate its staff after a group of teenagers accused the health and beauty chain of racial profiling in a Melbourne store.

A major Australian health and beauty chain will educate, not terminate, employees accused of racial profiling in a Melbourne store.

Melbourne woman Hiwot Birhane, in an open letter which went viral on Tuesday, claimed that she, six friends and an unknown African woman had their bags checked as they left Priceline in Highpoint in mid-September while three non-black women avoided scrutiny.

A spokesman for Priceline said the chain didn't condone racial profiling, apologised for the experience the customers had and said the employees would be educated "to ensure this doesn't happen again."


1 min read

Published

Source: AAP



Share this with family and friends


Get SBS News daily and direct to your Inbox

Sign up now for the latest news from Australia and around the world direct to your inbox.

By subscribing, you agree to SBS’s terms of service and privacy policy including receiving email updates from SBS.

Follow SBS News

Download our apps

Listen to our podcasts

Get the latest with our News podcasts on your favourite podcast apps.

Watch on SBS

SBS World News

Take a global view with Australia's most comprehensive world news service

Watch now

Watch the latest news videos from Australia and across the world