UK high street sportswear chain Sports Direct, owned by business tycoon Mike Ashley, is developing a new retail chain selling a range of products from fashion and homeware to DIY and electrics.

BrandsMax, which pledges to sell “the brands you love for less,” is thought to be a bid by Ashley to win trade from TKMaxx.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

The website is currently live but a search under women’s brings up items such as calendars, party accessories and yarn. And a search under ‘store finder’ brings up only Shirebrook, where Sports Direct is headquartered.

In September, Sports Direct took complete ownership of luxury retailer Flannels. The company had taken a 51% stake in the luxury retail group in 2012 and incorporated it within its lifestyle division, which comprises brands including Cruise and Van Mildert.

Sports Direct confirms Flannels takeover

Just Style Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Style Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving apparel and textile industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now