Publicist Max Clifford has enlisted the backing of celebrities such as girl band The Saturdays in an attempt to persuade the Crown Estate to allow designer discount chain TK Maxx to open a shop on London’s Piccadilly Circus.

Clifford – along with celebrities such as former Blue Peter presenter Konnie Huq – has started a petition in conjunction with Look magazine to allow the shop to open.

Last Friday Retail Week broke the story that Crown Estate had rejected TK Maxx on the grounds it was “not posh enough”.

TK Maxx has won the hearts of many, though. Rochelle Wiseman from girl band The Saturdays said: “We are regular shoppers there as it always stocks up to the minute trends and designer bargains.”