Laroy Group, a Belgian-origin family brand specialising in pet accessories, has expanded its product portfolio to over 10,000 products sold in more than 60 countries. With such international reach, maintaining and protecting their brand portfolio in diverse markets, especially in Asia, presented a significant challenge. They required tailored brand protection to effectively manage their house of brands.

We implemented a cross-cultural brand protection strategy that catered to the unique needs of each of Laroy’s brands, ensuring their global portfolio was effectively managed and safeguarded. Our efforts included trademark monitoring, managing trademark extensions, and preventing brand infringements in regions with different intellectual property standards.

• Trademark protection & monitoring
• Cross-cultural brand strategy
• Dispute & Conflict settlement
• Legal consultation for brand expansions

Laroy Group’s brand architecture follows a house of brands model, encompassing a variety of independent brands such as Cédé, Coockoo, Terra Della, Aqua Della, ebi, duvo+, D&D Home, and Witte Molen. Each brand has its unique positioning and target audience. As the brand protection partner for Laroy Group, we needed to understand the intricacies of each brand to develop bespoke protection strategies that ensure market positioning and prevent infringements.

Given Laroy’s focus on expanding in Asia, we tailored our approach to meet the unique challenges of different trademark offices, such as those in China. Trademark protection in Asia differs significantly from Europe, with varying jurisprudence in developing countries. Our expertise allowed us to successfully register trademarks, navigate the intricacies of local IP laws, and protect Laroy from issues such as brand squatting, copying, and bad faith use.