US discount retailer Target's newly introduced transgender bathroom policy across all its stores has caused outrage nationwide, with a threat of a mass boycott.
In a statement on its website, Target had said: "Inclusivity is a core belief at Target. It's something we celebrate.
"We stand for equality and equity, and strive to make our guests and team members feel accepted, respected and welcomed in our stores and workplaces every day.
"We believe that everyone, every team member; every guest; and every community; deserves to be protected from discrimination, and treated equally.
"Consistent with this belief, Target supports the federal Equality Act, which provides protection to LGBT individuals, and opposes action that enables discrimination."
Claiming to facilitate the transgender people with the choice to use the bathroom and fitting room corresponding to the gender they identify themselves with, the firm's policy has been met with criticism from the members of American Family Association.
The association has received approximately 400,000 pledges from the member community to boycott the retailer.
The company's latest decision follows North Carolina state passing a law that calls for people to avail public facilities that conform to their gender assigned at birth.