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Richemont continues the fight against e-commerce counterfeits

28 June 2011 No Comment

Chloè Satchel

Compagnie Financière Richemont (owner of brands Chloé and Montblanc) filed suit against Tradekey.com. Richemont is alleging Tradekey, a Pakistan based company, knowingly sold counterfeit replicas of the plaintiffs’ products through unauthorized sellers, manufacturers, suppliers and distributors. Tradekey, believed to be one of the largest business-to-business global marketplace e-commerce sites, was founded six years ago, and sells goods in over 240 countries.

Plaintiff claims Tradekey not only helps manage listings by counterfeiters–editing postings and removing the term “replica” from their title, but it also provides search engine optimization services to its members who sell fake goods.

While it is important to go after counterfeit sites by seeking injunctive relief, once a brand takes down some sites, others come up almost on a daily basis. Many brands are fighting back against fakes by not only shutting down these sites but are also informing their customers. For example, Christian Louboutin takes a more proactive approach by adopting a zero-tolerance policy and through the creation of stopfakelouboutin.com. The site not only directs customers to the brands’ authorized retailers but also includes a list of several thousand of counterfeit sites to avoid.

Danielle Phillips

Fashion Law Contributor

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