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ARTICLE · 26 MARCH 2024

International Retail Platforms – Geo-Personalization, A Double-Edged Sword?

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In the age of global consumerism, international retail brands often have different websites and functionalities tailored to customers according to where they are located around the world.

United StatesIntellectual Property
Sarah Simpson
Sarah Simpson
Larry Wong
Larry Wong
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In the age of global consumerism, international retail brands often have different websites and functionalities tailored to customers according to where they are located around the world. Whilst this is great for customers, this can increase the risk of their trademarks being infringed. In an eagerly anticipated ruling, the Supreme Court has upheld injunctions against the sale of 'Beverly Hills Polo Club' branded goods by Amazon US in the UK and the EU.

Lifestyle Equities owns and is the exclusive licensee of a number of EU and UK trade marks relating to the 'Beverly Hills Polo Club' brand. BHPC Associates LLC (a third party) owns the same US registered trademarks and sells identical goods via Amazon's US website to those for which Lifestyle's UK and EU registered trademarks are registered (the "USA Branded Goods").

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