The Stockholm store, which was the backdrop to a tragic incident involving a man deliberately mowing down pedestrians, has come under fire.
The department store emailed its customers, after the deadly attack, announcing: “a sale of smoke-damaged products.”
Ahlens advertised it would open — just one day after the tragedy occurred — to have the reduce-price, damaged-goods sale. The contents of the store were damaged when a man hijacked a beer delivery truck and randomly mowed down people before crashing into the store and catching fire.
The backlash was immediate, prompting angry customers to denounced the ill-conceived plan as “disrespectful” and “disgraceful” in comments they posted on the store’s Facebook page. “I've just heard that you are having a sale on the smoke damaged clothing ... Please tell me your kidding!!!!” posted Billy Mawdsley.
Following the public outcry, Ahlens soon apologized in a statement on its Facebook page, saying it would not open for business on Sunday but would re-open the next day.
“Yesterday, we sent out an email to our customers where we informed our plan to open Ahlens today Sunday, with information about the reduced price on damaged goods. Driven out of a desire to open as soon as possible, we went out with the mail to open today Sunday.
"To open so quickly was only feasible with products that were damaged. We are deeply unhappy over both the decision and of the email. We were pressed and acted too quickly in a situation that is dire and unreal for us all. Our motivation to open was born out of the idea of standing up for transparency and not allow evil forces have control of our lives.
The store is located at the scene where thousands of people laid floral tributes to the victims of the attack, during a Sunday vigil to commemorate the victims of Friday’s truck rampage, which killed four people and injured at least 15 others.
Police said that two of those killed were Swedes, one was a British citizen, and one was a Belgian.