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Bentley Clothing beats Bentley Motors

Bentley Clothing beats Bentley Motors

There are car brands in the world that are characterized by unique design and very high prices. Undoubtedly, the luxury brand Bentley, which has belonged to the Volkswagen AG group since 1998, belongs to the highest class in this regard. However, the company has long wanted to expand beyond the automotive industry and entered the clothing market, which, in light of recent events, is unlikely to be successful in the long run. In fact, on the clothing market, since 1982, there has n a family-owned company called Bentley Clothing, founded in Manchester, which has held the trademark "Bentley" registered in its name since the same year. Interestingly, the car manufacturer created its first clothing collection in 1987, which ultimately led to a court dispute in 1998.

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Volkswagen's Bentley Motors wants to invalidate the Bentley Clothing trademark.

Lawyers for Bentley Clothing accused the well-known brand in the automotive industry of infringing the protective rights to the trademark registered for their client, as well as engaging in unfair competition. The case went through all instances and in 2017 finally reached the British Supreme Court. In the meantime, Bentley Motors took steps to invalidate the protective rights to the trademark of the clothing company with a similar name, but without success.

Bentley Motors, without the usual clothing merchandise – with a few exceptions.

Finally, in 2019, a verdict was reached in the aforementioned case. According to the Supreme Court’s ruling, Bentley Motors lost the case and, from that point on, is prohibited from selling clothing branded with its own trademark, i.e., “Bentley,” in the United Kingdom, nor can it combine the brand’s famous winged logo with its name on clothing. Interestingly, the automotive manufacturer is only allowed to brand silk ties, scarves, jackets, and hats with its trademark, and these cannot be any other type of headwear.

Will Bentley Motors pay for the unlawful use of the Bentley brand?

The judge presiding over the case initially stated that, in the early stages, both the clothing and automotive companies legally used the name “Bentley,” but that Bentley Motors’ later actions constituted a continuous infringement of Bentley Clothing’s rights.

As a result, Bentley Motors was ordered to either hand over all clothing bearing the disputed trademark or remove it, under penalty of further financial sanctions.

What will happen next? It can be expected that the lawyers for the clothing company will seek substantial compensation.

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A trademark should be viewed broadly and from a long-term perspective.

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