(CNN) – The CEO of a national retail chain said Saturday that he is willing to lose customers over a new face mask store policy.
JOANN Fabric and Craft Stores CEO Wade Miquelon acknowledged that some customers may be angry at the policy, which takes effect on Monday.
JOANN, which operates around 850 stores in 49 states, will now “respectfully encourage” the masks regardless of local mandates.
Read more: These retailers are requiring customers to wear face masks in stores
“This is the right thing,” said Miquelon, “therefore, for the few minorities [of people] they don’t want to comply, I think those are probably clients that we are willing to lose just because of the situation we are in. ”
Miquelon said the policy is necessary as coronavirus cases have reached a “tipping point.”
Previously, JOANN had a face mask policy in stores where the local government had established rules. The new policy, which encourages but does not explicitly require masks, applies to all company stores.
Signs will be placed in all stores on Saturday and the company will inform its customers of the change through its website.
Miquelon declined to say whether JOANN employees are trained to reject customers who do not wear face masks. “We will cross the bridge when we get to it,” he said.
While acknowledging the potential for “hostile moments,” Miquelon added, “I just don’t want to see an employee hurt.” Our people did not sign up for that. They’re just trying to be good citizens and make a living. “
In March, JOANN released a video tutorial on how to make face masks and encouraged people to leave them in stores to donate to local hospitals.
Miquelon’s concerns underscore how retailers are trying to strike a balance between protecting their employees and maintaining customer relationships they need to keep their businesses alive.
Several retailers, including Walmart, Home Depot, Lowe’s, Walgreens, and CVS, require masks, but will not prevent unmasked customers from shopping at their stores. They say they want to avoid any confrontation between angry customers and employees.
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