PRESS RELEASE: Center for American Liberty Demands Bay Area Bicycle Shop End Discriminatory Pricing, Threatens Legal Action

Walnut Creek, Calif. — The Center of American Liberty (@Liberty_Ctr) sent a letter to Rivendell Bicycle Works in Walnut Creek, Calif. today demanding an immediate end to its illegal and discriminatory pricing practices via the “Black Reparations Pricing” announced on its website on Oct. 6, 2020.

Rivendell Bicycle Works made national headlines this week with its announcement of the policy.

“Your policy offering a 45% discount to only one class of persons, based solely on race, runs afoul of federal and state anti-discrimination laws. Favoring one class of persons, while excluding other classes, violates 42 U.S.C. § 1981 and California’s Unruh Civil Rights Act,” wrote Harmeet K. Dhillon, CEO of the Center for American Liberty. “Favoring one class of persons over another class is discriminatory – every customer is entitled to pricing on non-discriminatory terms. We demand you discontinue this policy immediately, or legal action may ensue.”

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