The difficult battle for the brand with American company Supreme in China ended in a final victory.
The American manufacturer Supreme, whose products are popular in the fashion industry and are well known among skateboarders, faced a situation when a third-party company began to use its brand, and on perfectly legal grounds. Due to some peculiarities of Italian legislation, Supreme was unable to register its brand in this country. It was used by local businessmen who founded Supreme Italia, which has since expanded its activities in various countries around the world.
In Western Europe, except for Italy, Supreme was able to resolve the matter in its favor quickly. But in the meantime, Supreme Italia expanded into China and opened a shop in Shanghai. What's more, a contract was even signed with a Korean company Samsung. The latter began cooperating with the owner of a fake brand in promoting its electronics in the Chinese market.
And so it became known that the real Supreme had managed to register his trademark in China. And this means that the company now has everything it needs to protect its intellectual property in this country.
Insiders rushed to assume that winning the legal field would mean opening a flagship store Supreme in China. But the company is extremely selective in selecting locations for new stores, despite hundreds of trademark registrations around the world. It currently operates about a dozen stores in America, Britain, France, and Japan. No plans for other countries have been reported yet.