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Shoosmiths LLP

Work 020 7205 7017
Fax 03700 863001

Gary Assim

Work 03700 868411
Shoosmiths LLP

Work Department

Commercial and technology unit, intellectual property group.


Partner specialising in intellectual property especially in the retail and automotive sectors. He specialises in anti-counterfeiting with particular expertise in parallel importing. He has been involved in leading cases on copyright and design rights including the cases of Mackie Designs Inc v Behringer & Others; R Griggs Group Ltd v Mr Evans; Jimmy Choo v Towerstone and Others; acts for retailers and brand owners including LK Bennett, McDonalds, Ducati, H&M and TK Maxx. He is passionate about intellectual property, especially in relation to consumer brands and as well as acting for well-known retailers he helped set up the business mentoring scheme for the British Fashion Council (organisers of London Fashion Week) to help their NewGen Fashion Forward designers. He is also closely involved with the developments in image rights especially the legislation in Guernsey. He is responsible for the firm’s relationship with its international network, the World Services Group.


Trained Travers Smith Braithwaite; qualified 1990; partner Shoosmiths 1998; publications include articles in: ‘International Commercial Litigation’; ‘The Legal Times’; ‘New York Law Journal’; ‘Copyright World’; ‘World Sports Law Report’; regularly quoted in the press and on radio and television on parallel importing and the rights of trade mark owners.


Conversational French.


International Trade Mark Association; World Services Group.


Durham University (1987 BA Hons Law); 1988 Solicitors’ Finals.


Family holidays, most sports.

London: TMT (technology, media and telecoms)

Brand management

Within: Brand management

Shoosmiths LLP's ‘responsive and experienced' is ‘extremely knowledgeable in brand management areas’. The practice is regularly called on to advise international clients in technology, automotive and retail sectors on clearance, trademark portfolio management and sponsorship agreements. The team also benefits in having several partners with specialist knowledge and industry experience; Gary Assim  in the retail sector, Carol Isherwood in music and copyright, Anastasia Fowle  is experienced in acting for automotive sector clients, and Richard Millington  in sports related matters. Assim is assisted by Rachel Nicholls and Eloise Di Pasqua  in managing the portfolio of The White Company, while Manchester-based Nicholls leads the trademark group and handles filings, oppositions, cancellations and portfolio management of clients in a variety of sectors including Game Retail, The Hamleys Group and Volkswagen UK. Laura Harper  and Imogen Francis  are experienced in assisting creative industry clients on a broad range of IP issues. UK and European Trade Mark Attorney Sonia Hill is recommended for clearance work, trade mark applications and prosecution. The practice is also a founding member of a Europe-wide anti-counterfeiting network which counts Nestle and CBS Showtime as clients.

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South East: TMT

Intellectual property

Within: Intellectual property

At Shoosmiths LLP, ‘very skilled’ trade mark specialist lawyer Gary Assim divides his time between the firm’s London and Milton Keynes offices. Assim’s expertise spans many sectors, including retail, automotive and technology, with recent experience including defending a global retailer against a claim for patent infringement and acting for an iconic footwear brand on the protection of its intellectual property. Anastasia Fowle heads the firm’s national data protection team, as well as being a member of the sports and automotive sector offerings. Fowle has been recently been working with VW Group on UK IP, branding, technology and digital media, commercial and data protection matters, and IP disputes. Consultant Laurence Kaye  maintains involvement with the practice.

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