Singapore-born luxury handbag label Aupen has found itself in a trademark clash with the United States (US) retail giant Target, which claims the brand’s name is too similar to its own lingerie line, Auden.
The dispute has shaken the homegrown brand to its core, and Aupen has since laid off staff and removed all products from its website.
On 25 Aug, Aupen shared screenshots of a lawyer’s letter from Target Brands Inc on Instagram.
Target, which re-launched its Auden intimates and sleepwear line in July 2024, argued that “Aupen” and “Auden” have nearly identical phonetic and visual similarities.
Source: Target
The US retailer also claimed that apparel and accessories are “closely related in the minds of purchasers” and warned of possible confusion if Aupen trademarks its name internationally.
As such, Target requested Aupen to either abandon or amend its international trademark application, or explain why consumers would not be misled.
Source: Aupen on Instagram
According to a letter dated 22 July, Target has until 24 Sept to formally oppose Aupen’s registration of its trademark in the US.
Source: Aupen on Instagram
Responding to the pressure, Aupen founder, former national swimmer Nicholas Tan, said on Instagram Stories on Monday (8 Sept) that he had to issue last-day notices to his team.
“A S$100 billion giant is crushing an independent brand,” he wrote.
“Because of this pressure, I’ve had to give my team their last-day notice. My duty now is to honour salaries and suppliers, even as our name is erased.”
In another Instagram story on the same day, Mr Tan posted a striking photo of himself with a red target drawn on his forehead, resembling the US retailer’s logo.
Source: Aupen on Instagram
On Tuesday (9 Sept), Aupen cleared its online store, replacing its homepage with a picture of a brown bag printed with words typically used in legal documents.
Source: Aupen
Later in the afternoon of 9 Sept, Mr Tan took to his personal Instagram account to address the matter publicly.
Firstly, he raised the question of whether Aupen can opppose Target in Singapore, similar to how Target was opposing the local brand in the US.
However, he pointed out that the US retailer has successfully registered more than 100 trademarks in Singapore.
Source: @nicktandurian on Instagram
Mr Tan further claimed that the Intellectual Property Office of Singapore (IPOS) had told him that “Target could drown me in paperwork, costing close to a million dollars to fight, with high chance of losing”.
Source: @nicktandurian on Instagram
Saying that Singapore’s current trademark laws “do not protect domestic businesses”, Mr Tan shared his desire for legal reform.
He ended his statement with:
For now, I surrender.
Source: @nicktandurian on Instagram
In a media statement on 11 Sept, the Intellectual Property Office of Singapore (IPOS) clarified that it had not told Aupen to “back down because they will prioritise foreign investments”.
It also refuted claims that it had advised Aupen the brand had a “high chance of losing” its trademark battle.
“It is neither in our IP regime’s mandate nor in IPOS’ interest to prioritise any company over another,” the agency said. “IPOS does not provide legal advice on trade mark or IP issues to companies which should seek independent legal counsel.”
IPOS confirmed that it had reached out to Aupen to offer assistance and advised the brand to seek independent legal counsel.
It also assured Aupen that its existing Singapore trademark remains valid.
Founded in 2022, Aupen is known for its asymmetrical, minimalist handbags that have become a hit in Hollywood.
Celebrities such as Taylor Swift, Lady Gaga, Kylie Jenner, and Beyoncé have all been spotted with the brand.
Amid the trademark battle, Aupen continued to attract star support.
On 7 and 8 Sept, Emily Blunt and Jennifer Aniston were seen carrying its bags, while Madonna also flaunted one on 7 Sept.
Source: Aupen on Instagram
According to ST, Aupen called these endorsements a “timely show of solidarity” in a press statement on Tuesday (9 Sept).
Also read: Haidilao Loses Trademark Lawsuit to Hedilao, Registers 177 Other ‘Names’ To Prevent Free-Riding
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Featured image adapted from Aupen on Instagram and Instagram.