Louis Vuitton sues S'pore's ValueMax Retail over trademark infringement, says they're direct competitors

Louis Vuitton, widely recognised by its monogram "LV", is suing ValueMax in the Singapore High Court for trademark infringement and passing off.

The ValueMax Group is a wholly owned subsidiary listed on the Singapore Exchange (SGX) that specialises in pawnshops, appraisal, moneylending, and the retail and/or trade of gold.

Louis Vuitton claims that ValueMax retail is in direct competition with their jewellery line, stated The Business Times (BT).

ValueMax Retail has denied the allegations of infringement, stating that the items in question are neither identical nor similar.

A case conference was held on Dec. 16 for the suit.

ValueMax allegedly sold jewellery with LV's marks

The international French luxury brand took issue with ValueMax Retail and their jewellery offerings that were allegedly being sold with their registered trademarks.

According to BT, Louis Vuitton accused ValueMax Retail of offering a variety of jewellery pieces that bore the "LV" trademarks and were affixed with identical or similar signs in July and August of 2024.

In Singapore, Louis Vuitton has four trademarks registered: the “LV” monogram and three graphical motifs.

The claim filed in mid-September cited ValueMax Retail's Yishun Street 22 store, stated BT.

Yishun store allegedly offered goods that infringed on trademarks

According to BT, Louis Vuitton claimed that the store sold a gold charm and offered for purchase a pair of gold earrings bearing the registered trademarks.

Louis Vuitton also alleged that ValueMax had made misrepresentations to the public that the jewellery was LV goods or had an economic association.

The French luxury giant stated that under the Trademarks Act, it was entitled to statutory damages for up to S$100,000 per trademark-infringed good.

The figure for statutory damages can be up to S$1 million in total unless Louis Vuitton proves that its actual loss exceeds S$1 million.

ValueMax denies allegations

Louis Vuitton's claim seeks an inquiry into damages, ValueMax's profits and delivery and forfeiture of all goods alleged to infringe on the registered trademarks.

BT reported that ValueMax has denied all allegations and said in its defence that it was a second-hand jewellery dealer and dealt in the pawnbrokering trade, purchasing items from various parties.

The defendant has also rejected the claim of direct competition, stating that the nature of the business is wholly different.

Top photo from ValueMax and Marina Bay Sands