A thriving British family business that makes hand-made gardening products has been taken to court by international fashion giant Louis Vuitton in a trademark spat over the company’s use of the initials “L V.”
The Norfolk-based company, L V Bespoke, was started by couple Lawrence and Victoria Osborne after their construction business was shut down during the COVID-19 pandemic. They sell plants, steel plant supports and a variety of handmade home and garden items.
The fashion powerhouse, which owns its iconic interlocking “L” and “V” trademark, is opposing L V Bespoke’s application to register their name as a UK trademark at a hearing on Monday, The Eastern Daily Press reported.
“Louis Vuitton say they have superior rights to use the initials ‘L V’,” Victoria Osborne told the paper. “They have also raised concerns over our handcrafted metalwork products because they use metal for their ‘L V’ symbols on their handbags.”
Louis Vuitton has claimed the business’s use of the initials would give L V Bespoke an unfair advantage as the public would associate it with their own brand. They also claimed its reputation is at stake as the gardening company’s trademark could dilute the brand’s distinctiveness.
The Post had reached out to Louis Vuitton’s corporate office for comment.
The Osbornes are seeking a trademark on their metal plant supports, which Louis Vuitton claims falls under a category in which it holds exclusive rights to under its trademark.
The categories include metal components for leatherware it uses for its locks, buckles and button handles and closure systems on its products, according to the paper.
The Osbornes, who have already spent “tens of thousands of pounds” during the dispute, argued that Louis Vuitton can not claim exclusive rights to the letters “L” and “V.”
“Some of the things raised at the hearing were laughable and eyebrow-raising,” Victoria Osborne said.
“They think we’re riding on their coattails, but it has been detrimental for our small family business. We don’t have the finances to challenge them any more than we already have.
“We’ve done all we can, and we now have to play the waiting game for the official verdict,” she added.
A decision may be made by December, L V Bespoke said on their Facebook page.
The couple launched their gardening company in 2020 after lockdowns brought their construction and holiday rental businesses to a halt.
Following initial success, they applied for a trademark for their company 18 months ago. L V Bespoke had a record year in 2022, with £250,000 in sales, or $328,353 in USD, according to the Eastern Daily Press.
Louis Vuitton, a division of LVMH – Moet Hennessy Louis Vuitton, is owned by the world’s second richest man, Bernard Arnault, who has a net worth of $205 billion as of Thursday, according to the Bloomberg Billionaires index.
The Paris-based luxury goods company recorded revenue of £79.2 billion dollars in 2022, up 23% from the previous year, the company announced in January.
The conglomerate ranks as Europe’s most valuable stock by market capitalization, according to the Wall Street Journal.
[Written in collaboration with other media outlets with information from the following sources]
