Leading retailer Sports Direct has apologised to customers after a security guard allegedly barred “Jews” from entering its store.

The security guard was removed from the store after he told Jewish students - Nathan Rosen and Daniel Levitan - they could not enter the branch in Borehamwood, Hertfordshire, on Friday afternoon.

The guard, who was sacked from the security company supplying Sports Direct with staff, reportedly told two Year 7 students wearing Yavneh College school uniform: “No Jews, no Jews”.

Lawyer David Rosen, whose son was prevented from entering the retailer by the guard, complained to managers.

In a Facebook post, he wrote: “Other children from the same school, whose uniform was covered by a coat, were let in without question."

Professor Rosen, the former head of the Yavneh Association committee, later added: “The matter has been taken extremely seriously by Sports Direct at the highest managerial level. The area manager, in the first instance, acted swiftly to remove the security guard for the offensive remarks, who in turn, no longer works for the security company.

“Simon Bentley, the senior independent director at Sports Direct, contacted me, and having thoroughly investigated the matter, apologised.

“Sports Direct have confirmed to me that the actions of this guard were entirely contrary to their policies and that Jews are welcome as are all customers, whatever their religious denomination."

A Sports Direct spokesman said: “Our area manager was notified immediately of this incident and took swift action.

"He personally removed the guard and liaised with the security company which employed the individual. We were subsequently advised that he has been let go by that company.

"The guard was deeply offensive and disrespectful to the school children. We take pride in the lack of prejudice amongst our trained staff and will not tolerate discrimination of any kind.”