Louis Vuitton's Attempt to Persuade You to Alter Your Brand Name

L V Bespoke, a small garden supply business, has recently won a legal battle against luxury fashion brand Louis Vuitton to keep its name. This case is part of a growing trend, with major brands increasingly seeking to protect their intellectual property. The owners of L V Bespoke, Victoria and Lawrence Osborne, started the business during the Covid-19 pandemic after losing their incomes. They began selling metal plant supports they had made themselves, which gained popularity and led to features by the Royal Horticultural Society. The couple named their business using their own initials, which led to a trademark dispute when Louis Vuitton objected, claiming it infringed on their intellectual property. The couple sought legal advice and ultimately won the case. Such cases have been on the rise in the past 18 months, as many big firms try to safeguard their trademarks. The number of defended tribunal cases has increased by 44% during this period. Businesses often use watch services to monitor potential trademark infringements and may approach individuals to withdraw their applications. Many people give in to the demands due to the costs and stress involved in defending a disputed trademark. However, the Osbornes stood their ground and were awarded £4,000 from Louis Vuitton to cover part of their legal expenses.