Piers Morgan has slammed "disgusting" Sports Direct for "fleecing" their customers and staff.
Mike Ashley's company increased prices on a string of sports equipment by more than 50% after bowing to public pressure and shutting their stores.
Fraser's Group, which includes Sports Direct and Evans Cycles, had initially told staff they were key workers despite the government lockdown.
Speaking on today's Good Morning Britain, Piers blasted the company for "jacking up" the price on their most popular keep fit items.
He said: "What is it about Sports Direct that they don’t get actually doing something for your country does not mean fleecing people who may need to keep fit through this."
Dr Hilary claimed there was no reason for stores selling non-essential goods to be open and claimed the public would never forgive them.
He said: "I think when all this is over, and we see a massive mortality, thousands of people dead, I don’t think these outlets will be forgiven by the public.
"It will come back to bite them."
Piers added: "We will remember the companies which stepped up, took care of their employees and customers.
"And remember the ones who abused their employees, made them work when they weren't essential and who abused their customers with this kind of outrageous fleecing."
The cost of a 12kg kettle bell by Everlast, which is owned by Sports Direct's parent company Frasers Group, is now £39.99, up from £29.99.
While a Lonsdale skip rope, black and pink , was £2.99, is now £4.99 (up 67%) and a Slazenger wooden bat, silver, was £19.99, is now £29.99 (up 50%).
Piers continued: "I don’t want to hear from Sports Direct for any explanation that justifies this. We know what you did. You’ve been exposed. You should just shut your stores.
"Frankly, after this, if you're still doing business, good luck to the customers who forgive you because I won’t. I think that's disgusting."
Piers revealed he had heard from lots of employees who were "disgusted" by the price hikes.
He added: "There are far more good people in this country than those trying to make money and fleece their staff and customers."
A Frasers spokesperson said: "While some goods have seen an increase in price at Sports Direct, this is not the complete or accurate picture. Not only were these goods originally discounted, but even now they are under the RRP.
"In regard to the rest of the Group facias – including Flannels, House of Fraser and USC – there continues to be a 20% discount on all online sales until mid-April."
*Good Morning Britain airs
