Why fashion giant Louis Vuitton is taking a small family business to court

By Harrison Moore via SWNS

A small business that makes hand-made garden products is being taken to court by fashion giant Louis Vuitton in a 'David and Goliath' trademark dispute.

L V Bespoke is a family business based in Reepham, Norfolk, which sells handmade home and garden products.

Owners Lawrence Osborne, 42, and wife Victoria, 46, started the business from their home workshop during the pandemic.

However they have now found themselves embroiled in a high-profile tribunal process with the world’s most valuable luxury brand, Louis Vuitton.

The fashion powerhouse owns the famous interlocking L and V trademark.

It opposed the couple's application to register their company name as a UK trademark at a tribunal hearing on Monday (July 10).

Louis Vuitton claimed the use of the ‘L V’ initials could cause the public to make a mental link to their own brand, allowing L V Bespoke to gain an unfair advantage.

The firm also claimed this could dilute the distinctiveness of the Louis Vuitton brand and risk damaging its reputation.

Victoria said: "Louis Vuitton say they have superior rights to use the initials ‘L V’”

“They have also raised concerns over our handcrafted metalwork products because they use metal for their ‘L V’ symbols on their handbags.”

The Osbornes' trademark application relates to metal plant supports.

Louis Vuitton claims this falls into a category it owns exclusive rights to under its registered trademark, which includes common metals and their alloys, and metal components for leatherware.

This relates to closure systems, plates, locks, padlocks, handles, buckles and button handles.

The Osborne family argued Louis Vuitton could not claim exclusive rights to the plain letters L and V.

They have said the dispute has already cost them “tens of thousands of pounds”.

Victoria added: "Some of the things raised at the hearing were laughable and eyebrow-raising.

“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.”

A decision is set to be made in the coming months.

The couple established L V Bespoke after having “the carpet pulled from beneath us overnight” by the pandemic, as national lockdowns prevented them from running their former construction and holiday lettings businesses.

They turned to their garden and, on the back of the early success of the business, they applied for a trademark 18 months ago.

A tale of two firms

Louis Vuitton:
Founded in 1854, Louis Vuitton is a division of LVMH – Moet Hennessy Louis Vuitton – which is the world’s leading luxury goods group - recording revenue of €79.2 billion (£67.5bn) last year.

Headquartered in Paris, the group had a record year in 2022 – with profits from recurring operations of €21.1bn (£18bn).

L V Bespoke
Established in 2020, L V Bespoke sells plants, steel plant supports and a range of handmade home and garden items.

Headquartered in Reepham, the business also had a record year in 2022, turning over £250,000.