UK brand Dunhill wins trademark case

A court in China has awarded British luxury brand Alfred Dunhill 10 million yuan ($1.44 million) after Chinese brand Danhuoli was found guilty of trademark infringement and unfair competition.

The ruling in Guangdong province of the Foshan Intermediate People’s Court has been described as a “major victory” for the global brand protection efforts of Alfred Dunhill’s parent company, Richemont.

“The judge also deemed that the individual responsible for the company was personally liable for the infringement,” the 125-year-old Londonbased brand said in a statement. It also noted the decision strengthens China’s growing reputation for intellectual property protection.

The brand specializes in menswear, leather goods and accessories.

Andrew Maag, CEO of Alfred Dunhill, said the ruling “demonstrates Alfred Dunhill Ltd’s unequivocal resolve in tackling infringement of our IP rights in China and globally”.

“Our system of IP management and enforcement is second to none. With the support of the Rouse and Lusheng Law Firm, we’ve secured a fair and proportionate ruling,” Maag said.

International IP consultancy Rouse and its Chinese law company partner, Lusheng Law Firm, pursued the longrunning case for the company.

The trademark infringement centered on Danhuoli’s illegal imitation of Alfred Dunhill’s globally recognized logo.

Danhuoli had also created a shadow company named Dunhill Group in Hong Kong to manage corporate business activities for the brand. While Alfred Dunhill was successful in shutting down the shadow company in Hong Kong, it continues to trade across the Chinese mainland.

Danhuoli, a budget clothing company, operates more than 200 franchise stores in 61 Chinese cities and claims to generate an annual turnover of 100 million yuan.

Luke Minford, global CEO of Rouse, said, “The decision should reinforce to other brand owners that China is finally getting serious about protecting foreign brands.”