Asos fights to clear Euro name
Asos's European expansion plans have hit a glitch after it was revealed the retailer has been ordered to stop using its trademark on a vast array of products it sells in Switzerland.
Copy right? Second legal challenge to emerge in as many days
It is the second legal challenge in as many days to emerge over the use of the Asos name on the Continent: the company is also embroiled in fighting attempts by German menswear retailer Anson to make it change its name in Germany.
Swiss cycling clothes specialist Assos successfully argued the Asos brand sounded and looked too similar to its own name and that customers could get confused.
Legal documents seen by the Mail show EU agency the office for Harmonisation in the Internal Market ordered Asos last November to stop using its name on the sale of footwear, clothing and cosmetics in Switzerland.
Asos declined to comment, however it is understood to be fighting the ruling.
Meanwhile, Asos is confident about its position in the German challenge.
A spokesperson said: 'Anson's are clearly being opportunistic. There is zero evidence of confusion between Anson's and Asos. The claims are being fought vigorously.'
A court hearing will be held on May 3 in Hamburg to determine whether there is a danger the two businesses could be mistaken for each other. sources close to the German chain, which was founded in 1989 and has 21 stores, reckon Anson's has a strong case.
'It is all to do with how the two names are pronounced in German. If the court agrees there is even just the potential for customer confusion, Asos may be forced to operate in Germany under a different name as well as be liable for damages,' said a spokesman for Anson's. She added the same court has already awarded Anson's two preliminary injunctions against Asos.
In March it managed to prevent Asos from using a German language pop-up banner on its UK website informing customers that Asos ships to Germany.
Eight months later Anson's was granted an injunction to prevent the use of the pre-marketing website Asos.de.
These legal wranglings overseas could not come at a worse time for Asos. International expansion is a major element of its growth plans and Germany is one of its five key markets.
Just last week the company announced its overseas arm overtook UK sales for the first time, representing 52% of total revenues.
Asos shares, which last night closed up 7p at 2,127p, have almost trebled over the last 12 months and are one of the most expensive of any UK retail stock.
Most watched Money videos
- BMW meets Swarovski and releases BMW i7 Crystal Headlights Iconic Glow
- Mini Cooper SE: The British icon gets an all-electric makeover
- MailOnline asks Lexie Limitless 5 quick fire EV road trip questions
- BMW's Vision Neue Klasse X unveils its sports activity vehicle future
- The new Volkswagen Passat - a long range PHEV that's only available as an estate
- How to invest for income and growth: SAINTS' James Dow
- 'Now even better': Nissan Qashqai gets a facelift for 2024 version
- Mercedes has finally unveiled its new electric G-Class
- Mini celebrates the release of brand new all-electric car Mini Aceman
- 2025 Aston Martin DBX707: More luxury but comes with a higher price
- Land Rover unveil newest all-electric Range Rover SUV
- Tesla unveils new Model 3 Performance - it's the fastest ever!
- AJ Bell launches 'ready-made pension' to help savers find...
- How refreshing that Anglo has chosen not to grab the...
- ANOTHER UK tech star is bought by US private equity: KKR...
- Savers rush to open new savings accounts paying up to...
- Why 16 to 24-year-olds are putting their parents to shame...
- De Beers eyes £4bn London float as Anglo bids to fend off...
- Greggs sales soar as baker's expansion plans roll on with...
- HMRC phone customers spent 798 YEARS on hold in single...
- Hundreds of jobs at risk as Anglo slashes funding for...
- MARKET REPORT: Vodafone shares rally as investors cheer...
- Axe stamp duty on British shares, says Flutter boss as...
- Tesco boss pockets £10m in biggest ever pay deal at a UK...
- I don't want smart meters, so Eon is charging me £316 to...
- Marston's losses narrow amid hopes of summer sporting...
- Experian shares rise sharply as credit data giant lifts...
- Golden Virginia owner Imperial Brands bolstered by higher...
- BUSINESS LIVE: Burberry hit by luxury slowdown; Imperial...
- Royal Mail's future hanging in the balance as bid...