S'pore bag brand Aupen lays off staff amidst trademark lawsuit from US retailer Target

Singapore handbag brand Aupen is letting some staff go as it deals with a trademark lawsuit from American retailer Target.

An Aupen spokesperson confirmed with Mothership on Sep. 9 that layoff notices have been sent to their staff, adding that the company is "grateful for their contributions".

On Jul. 1, 2024, Target announced the relaunch of its intimates and sleepwear brand Auden, which was first introduced in 2019, according to Retail Dive.

This relaunch came to hurt the Singapore company which was founded in 2022, as Target subsequently raised a legal dispute over the names Aupen and Auden.

The lawsuit

After wiping their Instagram page, Aupen posted on Aug. 25 several screenshots of news articles about Target's relaunch of Auden.

The post also included screenshots of an undated lawsuit letter from Target's lawyers.

The letter highlighted that the "AUDEN mark is among the many well-known brands" at Target, and it has been extensively used in connection with Target's products and retail services since 2019.

Back in 2019, Target shared that Auden, along with other labels, made the retail giant a top choice among women for intimates and sleepwear.

According to the lawsuit letter, "the nearly identical phonetic and visual similarities between AUDEN and AUPEN" is among the reasons Target is "concerned that source confusion could arise" among consumers.

If necessary, Target might request that Aupen abandon or amend its U.S. trademark application, and partially or fully abandon the use of the trademark in the U.S., the letter added.

Aupen was also asked to provide information about its use of the name with goods and retail services, and invited to share any reasons why they might believe the confusion is not likely.

Finally, Aupen's Instagram post also included a letter from the United States Patent and Trademark Office (USPTO) on Jul. 22 about an extension of time to oppose a trademark registration.

It states that a request for such an extension was granted until Sep. 24 on behalf of Target, the "potential opposer".

Aupen's response

The Aupen spokesperson told Mothership that Target has recently registered the same trademarks in Singapore.

Mothership has reached out to the Intellectual Property Office of Singapore (IPOS) for comment.

When asked if the company has ceased operations, a source said that they are unable to disclose this information.

Aupen was founded in 2022 by former Singapore national swimmer and model Nicholas Tan.

Known for their signature asymmetrical design, Aupen leather handbags have been spotted on the arms of A-list celebrities including Taylor Swift, Beyonce, and Madonna.

The brand gained a cult following that sparked a partnership with LVMH Métiers d’Art, a label under France's Louis Vuitton Moët Hennessy conglomerate, in July 2024, HerWorld reported.

At that time, Aupen said that the move is part of its plan to shift its production base entirely to France.

As of Sep. 9, the Aupen website no longer shows any products. Instead, the homepage displays the following image.

In an Instagram story on Sep. 8, Aupen shared a photo of Tan with a stern expression and the Target logo and name drawn on his forehead.

Top images from Aupen's Facebook and Instagram