The Belfast city centre branch of the ubiquitous discount clothing store Penneys, known as Primark outside the Republic of Ireland, has drawn the ire of Christians for their decision to display their Pride range in their windows.

One irate shopper posted their disgust to Facebook in a post which has been shared thousands of times. He stated, “I’ve just been to Primark in Belfast city centre and discovered that they as a store are ‘proudly supporting Stonewall’ and have a display of rainbow items in advance of Belfast Pride.” He encouraged other bigots to complain, saying “Christians in greater Belfast ought to email the manager to express their concern about such support being afforded to LGBT.”

The company quickly received a flood of criticism, since proudly shared on social media by the complainants. One woman posted: “As a customer of Primark I’m writing to complain about your current shop front display. It is indeed offensive and should be removed immediately. Considering your current display is anti-family then how do you expect to get trade from people who believe in marriage between one man and one woman. Your display is also anti-Christian and against the beliefs and teachings of the Bible.”

Another read “My family and I will no longer be shopping in your store. The reason being, your company’s very in your face support of the political movements that are Stonewall and Pride.”

Politicians also rowed in, with Jim Wells of the DUP, famed for its dodgy views on the LGBT+ community, stating: “People in Northern Ireland have strong Christian convictions and feel extremely uneasy about the whole ethos of the Gay Pride week and therefore you’re discouraging them from shopping in Primark.”

Thankfully, the Belfast branch of Penneys did not back down, releasing the following statement: “Primark’s position on LGBTQ rights is well-known and the company supports equality for all. It is proud to be supporting Pride, and proud of its partnership with Stonewall.” 

A portion of proceeds from their Pride range will go the UK LGBT+ charity Stonewall.