I Continue To Boycott Wickes.

 IT IS known in business as a “Ratner moment”.

 In memory of when in 1991 Gerald Ratner destroyed his family’s jewellery business in just a few seconds by saying that their cheaply priced products were “complete cr*p”.

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The boss of Wickes has delivered a Ratner moment, by flaunting his Pride credentials labelling his customers as 'bigots” who are “not welcome in our stores'Credit: Wickes

 If you show such contempt for your customers then they will return the contempt to you.

This week it was the turn of Wickes to have a Ratner moment.

 Because this week tape emerged of the chief operating officer of the DIY company insulting his customer base.

 It happened at an event for the ridiculously overdone “Pride Month”.

Fraser Longden clearly wanted to flaunt his “Pride” credentials. And so he found himself dismissing many of Wickes’ customers as “bigots” who are “not welcome in our stores”. Wow.

The reason he says that Wickes does not want the custom of all the ­general public is because Wickes has decided to go huge on the trans issue.

 It is an issue which is deeply ­divisive among gay people, and even more divisive for women.

At a rally in Brighton last year, representatives from Wickes carried a ­banner saying “No LGB without the T” — referencing the claim that gay people are now expected to ignore biology and instead believe in gender ideology. The Sun.