Discount retailer TK Maxx has become embroiled in a row with Prince Harry after the royal wrote in his controversial memoir that he enjoyed shopping there.
The cut-price store has been savaged online after debunking claims by the Duke of Sussex that he would pop in and pick up a few bargains.
In his well-discussed book Spare Harry mentions how in his younger days he was a TK Maxx bargain hunter and the retailer even tweeted about the royal being spotted in the High Street Kensington store in central London back in 2013.
He wrote in his bombshell book: “For my everyday casual clothes I’d go to TK Maxx, the discount store.
“I was particularly fond of their once-a-year sale, when they’d be flush with items from Gap or J Crew, items that had just gone out of season or were slightly damaged.
"If you timed it right, got there on the first day of the sale, you could snag the same clothes that others were paying top prices for down the high street!
"With two hundred quid you could look like a fashion plate."
In response to Prince Harry's claim the fashion retailer argued that they "don't do sales".
A TK Maxx spokesperson told the Mirror: "Whilst we're delighted Prince Harry is a big fan, we thought we should explain we don't actually do sales.
"Instead, we offer great value, style, and savings all year round."
The retailer, which is branded as TJ Maxx in the United States, was quickly trolled on social media with many pointing out the many "sales" the retailer holds each year.
Some social media users even questioned why a big retailer would get involved in such a row, while others pointed out their link to King Charles' charity the Prince's Trust.
TK Maxx has been linked with the King's charity since 2013 and with its Get into Retail programme, along with subsidiary Homesense it has helped over 1000 young people, with 70% going on to get jobs with them.
TK Maxx is also headline sponsor of the Prince's Trust Awards.
