Staff at Ted Baker have launched a petition over "forced hugging" by the fashion chain's boss.
The company has launched an investigation of the petition of the company.
Ted Ray Kelvin, goal insisted on the claims, said to be made by staff members, will be probed.
The petition on workplace site Organized had attracted 1,890 signatures by Sunday evening.
In a statement, Ted Baker said: "It is critically important to us that every member of our staff feels valued and respected at work.
"Ray greets many people he meets with a hug, be it a shareholder, investor, supplier, partner, customer or colleague.
"Hugs have become part of Ted Baker's culture, but are absolutely not insisted upon."
The firm said it is in dialogue with Organize to "understand the details and nature of the claims" after being made aware of the petition.
"The statement said," We have very clear and robust HR policies in place to provide all employees with a wide range of reporting options for any issues that they may encounter, including a completely confidential and anonymous 24/7 helpline.
"While the claims are made with the values of our business and those of our CEO, we believe they will be very careful.
"We will then carefully consider the content and recommendations of that report."