Sports Direct International (SDI) is apparently developing a new retail brand, selling almost anything from dental floss to screwdrivers and household gloves (progressively classified as men's products, while the women's section features underwear calendars along with chocolate ring dog chews and a teenage ninja turtles scooter). “The brands you love for less” is the pay-off used by Brand Max, which was launched online through The clearest indication of SDI's involvement is that the store finder only lists Shirebrook, where the British sports retailer has its head office and huge warehouse.