Discount designer-fashion retailer TK Maxx is to launch its much anticipated e-commerce site in the UK at the end of this month.

The site will be the first e-commerce site for US parent company TJX’s stable of fascias, which include TJ Maxx in the US and TK Maxx and HomeSense in Europe.

At launch, the site will sell handbags at discounts of up to 60 per cent before the retailer considers which other products to include online.

TK Maxx is using technology platform provider Venda, which also runs e-commerce sites for retailers including Urban Outfitters, Monsoon and Superdrug.

TK Maxx is the latest in a string of fashion retailers to launch an e-commerce site in the discounted fashion arena, including Debenhams Outlet, Asos Clearance and Net-a-Porter’s

TJX Europe spokeswoman Deborah Dolce said: “We are always seeking new ways to introduce our unique off-price model to shoppers. So we are delighted to have this new initiative in the UK to offer our customers the opportunity to buy top-label handbags for less online at” She added that, like its stores, the selection online will change daily “with an eclectic mix of brands and fashions, all at up to 60 per cent less”. 

TK Maxx is asking for feedback about what products customers would like to see on the site next.

“We are excited about expanding our concept of great value on quality and fashion brands, for which we are well known, through this channel,” said Dolce.

Nielsen Online internet analyst Alex Burmaster said the initiative would appeal to cash-strapped consumers who want the convenience of shopping from home.

“Customers are increasingly using the internet as a financial first-aid kit,” he said. “So for a strong brand, renowned for its discount pricing, there is no reason to assume it won’t go well, and it is good timing.”

Nielsen figures revealed that TK Maxx had 344,000 visitors to its non-transactional UK website last month.