Yoga clothing giant Lululemon received some harsh criticism from customers who were blocked from online shopping after they re-sold products online.
Numerous customers complained their IP address was blocked by the company and then told it was because they'd been reselling the items on EBay.
Business Insider reported Lululemon, who has a strict 14-day never been worn return policy, acknowledged blocking the customers because they noticed "a pattern of reselling new product ... at an elevated price point."
Its return policy stated that it doesn't support the resale of its garments -- especially used items -- because it "can't educate" about the garment or "guarantee its authenticity."
Eric Lewis, who runs the blog LuluMen, was one of the targeted customers. He started a thread on his Facebook page about the "ridiculous policy."
The conversation garnered more than 100 posts about the situation. Many people vented frustration about not being allowed to re-sell clothing they'd bought and either couldn't return or no longer fit.
"If I'm buying a Picasso, I want to know if its real. I don't need that with yoga pants," Kevix Marx wrote.
The Facebook and media fallout resulted in an apology and new reselling policy posted on its website, saying it doesn't support the resale of its clothing, especially new items at a higher price.
In a statement to CTV, Lululemon stated "We looked into it and realized that we had indeed gone too far and have taken steps to fix it as quickly as possible."