US discount designer fashion retailer TK Maxx is to make its West End debut in Charing Cross Road at the end of this month, just over a year after being deemed not posh enough to open in nearby Piccadilly Circus.

TK Maxx will open in the former Borders store at 120 Charing Cross Road on July 22. The retailer - which mostly operates from big box out-of- town stores - opened a shop in Kensington High Street in spring 2008 but the Charing Cross Road site will be its most central London store.

Charing Cross Road is best known for its bookshops but the Borders unit is close to the junction with Oxford Street and should put it on the West End fashion map.

Last year TK Maxx was locked in a bitter dispute with Regent Street-owner the Crown Estate over a deal to open a flagship store at Piccadilly Circus. The retailer signed a deal with the leaseholder to open in a former Virgin unit but it was rejected by freeholder the Crown Estate.

TK Maxx stocks end-of-line designer brands at prices with up to 60% off. It did not return calls as Retail Week went to press.

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