Tesco bosses have bid goodnight to the sight of slovenly shoppers strolling the aisles in their pyjamas.

Tesco says dress code is needed to prevent offence or embarrassment to others

The supermarket giant introduced a dress code at its St Mellons store in Cardiff, South Wales after customers complained of people turning up in nightwear or similarly underdressed.

Those entering the store are now greeted by signs warning them of the new rules, designed to prevent the relaxed shopping habits of the minority from embarrassing more respectably-attired shoppers.

The new signs, headed Tesco Dress Code Policy, read: “To avoid causing offence or embarrassment to others, we ask that our customers are appropriately dressed when visiting our store (footwear must be worn at all times and no nightwear is permitted).”

If you can’t be bothered to change out of your night-clothes, it’s not likely you possess any of the aptitudes which make the world around us a better place; stoical parenting, selfless duty to others, or the ability to hold down a job.

Sky News presenter Colin Brazier

A spokeswoman for Tesco said: “We’re not a nightclub with a strict dress code, and jeans and trainers are of course more than welcome.

“We do, however, request that customers do not shop in their PJs or nightgowns.

She added: “This is in response to other customers. We would never dictate to people.

“But we have listened to customer feedback that it makes them uncomfortable and embarrassed.”

Mother-of-two Elaine Carmody, 24, was reportedly one of the first customers to be escorted from the store under the new rules.

She told the Times newspaper: “If you’re allowed to wear jogging bottoms, why aren’t you allowed to wear pyjamas in there, that’s what I don’t understand.

“It is ridiculous and stupid. I go in other shops in my pyjamas and they don’t say anything.

“They should be happy because you’re going to spend all that money.”