The site aims to create brand awareness and acquire new customers to its labelled menswear, womenswear, homewares and gifts, sold for up to 60% off their retail price.
Shoppers can sign up for "hot @rrivals", an email newsletter that alerts customers when the latest gear has arrived in store. Subscribers will be offered incentives, competitions and can access exclusive content, for example, make-up tips from Elle Magazine.
The site has been developed by agency Design-UK alongside TK Maxx's creative team.
Murray Blacket, TK Maxx creative director, said: "We want the consumer experience with TK Maxx to be as rich as possible. This new site is an important media opportunities; a great chance for people to tap into the TK Maxx personality and offer."
Jenny Spiers, marketing manager for the brand, added: "The strong creative will hook new customers into finding out more about our proposition."
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