A mother says she was left "shocked and upset" after being told she could not breastfeed her three-month-old son in Mothercare.
Zoe Frangou visited the Bluewater, Kent branch of the UK's largest baby retailer when her baby began crying to be fed.
The 29-year-old mother says she found a quiet area of the shop to feed but a staff member told her she wasn't allowed to do it in the store.
Mrs Frangou posted a public message to the retailer on Facebook after she says she received no response to her formal complaint.
The new mum said she was told by a member of staff she could not breastfeed in the shop because they were moving boxes around, though she said she could not see anyone doing so.
The staff member also said the shop previously had a breastfeeding room but it had been converted into a storeroom, according to Ms Frangou.
She added that her son was unwell on at the time of the store visit which she says made the situation even more stressful.
What is more shocking is that this was in one of the largest mum and baby retailers in the UK.
Other mothers have posted their support to Mrs Frangou on her social media complaint, with some suggesting an in-store breastfeeding protest.
Mothercare have issued an apology to Mrs Frangou, calling the incident "disappointing".
We would like to sincerely apologise to Mrs Frangou for the disappointing way she was treated in our store. We provide all our stores with our breastfeeding policy which clearly states our full support for all nursing mothers. Our customers are welcome to nurse their children anywhere on the premises and for those who prefer some privacy, we provide comfortable feeding facilities.
There have been other instances of mums being told they cannot breastfeed or need to 'cover up' when in public. In 2014 campaigners staged a protest outside London hotel Claridges after a mum was asked to put a napkin over her baby's head while feeding in the restaurant.
The Equality Act 2010 has made it illegal for anyone to ask a breastfeeding woman to leave a public place, such as a cafe, shop or public transport.