Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We use cookies to personalise your experience; learn more in our Privacy and Cookie Policy. You can opt out of some cookies by adjusting your browser settings; see the cookie policy for details. By using this site, you agree to our use of cookies.

TK Maxx challenges trademark for Mike Ashley's Brand Max

TK Maxx has accused Mike Ashley’s Sports Direct of attempting to “deceive the public” by opening new stores under the Brand Max fascia. 

The Brand Max chain was launched in the second half of 2017 and sells fashion and home brands at up to 70% off. 

Ashley applied for an Irish trademark for ‘Brand Max Designer Outlet’ on 17 April and the outcome is still pending.

On 14 May, TK Maxx filed its opposition to the use of the phrase ‘Brand Max’, according to The Times, claiming the ’Max’ is an attempt to deceive customers into thinking it is connected to the TK Maxx chain.

The US company reportedly argued that it had built “significant goodwill” in Ireland after trading in the country for more than 20 years, and that the Brand Max name was an attempt to “deceive the public” and would lead to “a likelihood of confusion”.

Ashley has opened seven Brand Max outlets in Ireland in recent months, mostly in former Heatons department stores, a department store chain purchased for €48m in 2016. The retailer has also opened UK outlets in Middlesbrough, Plymouth and Nottinghamshire.

Meanwhile, TK Maxx has 12 stores in Ireland, including six in Northern Ireland. 

Sports Direct and TK Maxx declined to comment.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.