Aupen Faces Layoffs Amid Trademark Dispute with Target

Employees at the Singapore-based fashion brand Aupen have received layoff notices as the company contends with a trademark lawsuit filed by American retail giant Target. The announcement came on September 8, 2023, with an Aupen spokesperson confirming the layoffs while expressing gratitude for the staff’s contributions. The current status of Aupen’s operations remains uncertain.

A source familiar with the situation indicated that they could not verify Aupen’s ongoing business activities or its employee headcount. In December 2022, Nicholas Tan, the founder of Aupen, stated that his team consisted of “more than 10 people” based in Singapore, alongside a studio located in Brooklyn, New York.

Trademark Conflict Intensifies

The legal dispute centers around Target’s recent relaunch of its intimates and sleepwear line, known as Auden, which occurred in July 2023. According to the Aupen spokesperson, Target has registered similar trademarks in Singapore, leading the Singapore trademark office to advise Aupen to withdraw its claims, citing prioritization of foreign investments.

On August 26, Aupen publicly shared Target’s lawsuit letter on Instagram, which emphasized that Aupen and Auden bear “nearly identical phonetic and visual similarities.” A subsequent check by CNA revealed that Aupen has removed all products from its website, which now features an image of a brown tote bag alongside legal phrases typically found in court documents.

Aupen, established in 2022 by former national swimmer Nicholas Tan, is recognized for its distinctive asymmetrical leather handbags. The brand has garnered attention from A-list celebrities, including Taylor Swift, Beyoncé, and Kylie Jenner, establishing a dedicated following. In July 2022, Aupen entered into a partnership with LVMH Metiers d’Art, part of the luxury conglomerate LVMH Moet Hennessy Louis Vuitton.

Target’s Retail Landscape

Target, a prominent American retail chain, operates 1,981 stores across the United States, offering a wide range of general merchandise, including groceries and clothing. In August 2023, the company reported second-quarter net sales of US$25.21 billion and announced Michael Fiddelke as the new chief executive officer to succeed long-time CEO Brian Cornell.

CNA has reached out to both Target and the law firms representing Aupen for further comments regarding the ongoing legal situation. The outcome of the trademark dispute is likely to have significant implications for Aupen as it navigates these challenges in the competitive fashion landscape.