Burberry, one of the most iconic British fashion brands, has initiated legal action against discount retailer B&M in London’s High Court, alleging trademark infringement. According to multiple media reports, Burberry claims that B&M has misrepresented certain products as being associated with the luxury brand.
At the center of the lawsuit is a line of pet accessories sold by B&M under the name “furberry.” This collection includes dog bowls, toys, blankets, mats, and beds, all featuring a beige background with red, white, and black check patterns. The design bears a striking resemblance to Burberry’s signature check, which is an integral part of the brand’s identity. Burberry argues that these similarities could harm its brand image.
However, neither Burberry nor B&M has provided specific comments about the case so far. It is not yet clear if the lawsuit explicitly targets the “furberry” products. Nonetheless, given the visual similarities and the branding, it is likely that these items are central to Burberry’s claims.
In 2023, B&M acquired approximately 50 former Wilko stores after the retailer went into administration. The company has aggressively expanded its footprint, leveraging its low-cost strategy to attract customers. This business model stands in stark contrast to the high-end market Burberry caters to, highlighting the sharp divide between the two companies’ brand positions.
Burberry itself has faced significant challenges in the market recently. The brand experienced a prolonged period of stock price decline, leading to its removal from the FTSE 100 Index after a 15-year tenure. It now resides in the broader FTSE 250 Index. However, following a leadership overhaul and a strategic update in November 2024, Burberry appears to be on a path to recovery.
This lawsuit underscores Burberry’s firm stance on protecting its brand value and preventing imitation. For B&M, the case raises critical questions about how it balances its low-cost strategy with the need to avoid potential brand misrepresentation.
The legal battle also shines a spotlight on the broader issue of authenticity in luxury branding. Disputes over imitation and design similarities have long been a contentious topic in the industry, often leading to high-profile legal cases. The outcome of this dispute will likely have implications for how similar conflicts are addressed in the future.