Tough trademark battle for the American company Supreme in China ended in final victory.
American fashion manufacturer Supreme, well-known in the skateboarding community, was faced with a situation where a third-party company began to use its brand, and for completely legal reasons. The fact is that due to some peculiarities of Italian legislation, Supreme was unable to register its trademark in this country. This was taken advantage of by local businessmen who founded the company Supreme Italia, which began to actively expand its activities in different countries around the world.
In the countries of Western Europe, with the exception of Italy, Supreme was able to quickly decide the case in their favor. But in the meantime, Supreme Italia has launched an active operation in China and opened a store in Shanghai. Moreover, there was even contract signed with a Korean company Samsung. The latter began to cooperate with the owner of a fake brand in promoting its electronics in the Chinese market.
And then it became known that the real Supreme managed to register its trademark in China. And this means that now the company has everything it needs to protect its intellectual property in this country.
Insiders were quick to speculate that a win in the legal field meant the possibility of opening a Supreme flagship store in China. But the company is extremely selective in choosing locations for new stores, despite hundreds of trademark registrations around the world. At the moment, she manages only a dozen stores located in America, the UK, France and Japan. No plans have yet been announced for other countries.