TK Maxx owner TJX is suing Sports Direct amid claims that Mike Ashley’s business breached trademarks through the launch of its Brand Max fascia.

American titan TJX, which also owns furniture retailer Homesense, has alleged that Sports Direct “deliberately intended to ride on the coattails” of its reputation by choosing the Brand Max name.

Sports Direct launched the business in 2017 through an ecommerce platform and it has grown to operate 18 stores across the UK and Ireland.

Similarly to TK Maxx, Brand Max sells designer clothes, homewares and toys at knockdown prices.

According to a High Court filing, which was first reported by The Sunday Times, TJX is seeking an injunction to stop Sports Direct using the Brand Max name in Europe.

It also wants Sports Direct to transfer ownership of the Brand Max websites and pay damages.

TJX claims that, due to the similarity of the names, TK Maxx and Brand Max would be “mistaken for each other by a significant proportion of customers”.

The American company added that Sports Direct had chosen to “live dangerously” legally by positioning Brand Max “as close as they could” to TK Maxx.

Sports Direct is yet to respond to a request for comment.