Why did Singaporean brand Aupen shut down its operations?

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Singaporean Handbag Brand Aupen Ceases Operations Due to Trademark Dispute with Target

Singaporean handbag label Aupen has ceased operations, shutting down its website and social media channels and terminating staff. This decision stems from a significant trademark dispute with the American retail conglomerate Target. The core of the conflict lies in Target's opposition to Aupen's international trademark registration, which Target argues is nearly identical to its own "Auden" brand name for underwear and sleepwear, potentially causing consumer confusion.
Target's Opposition to Aupen's Trademark

Target is actively contesting Aupen's bid for international trademark protection. The US retail giant contends that the names "Aupen" and "Auden" are "nearly identical," creating a likelihood of confusion among consumers regarding the origin of goods. Target has asserted that it has been using the "Auden" brand extensively since 2019. As of September 24, Target has a formal deadline to lodge its opposition to Aupen's trademark application, a process initiated following filings in the United States. Target, a company with substantial financial resources, reported a revenue of US$106.6 billion in 2024.
Founder's Concerns Over Brand Survival

Nicholas Tan, the founder of Aupen, has voiced significant concerns about the impact of this legal battle on his independent brand. He described the situation as a "$100 billion giant is crushing an independent brand," highlighting the potential for protracted court proceedings. Tan fears that such litigation could halt new product releases for Aupen, while simultaneously allowing a larger entity like Target to potentially replicate Aupen's designs at a considerably lower cost. This disparity in resources and time could lead to the erasure of Aupen's identity and create confusion with Target's existing "Auden" brand.
Impact on Aupen's Operations and Online Presence

The dispute has led to the immediate cessation of Aupen's business activities. The brand, which previously sold its asymmetrical leather bags exclusively online with prices typically under S$600, has removed all products from its website. The site now features only a photograph of a tote bag superimposed with text commonly found in legal documents. This drastic measure follows significant global recognition for Aupen, including its bags being carried by high-profile figures such as Taylor Swift in 2023, Jennifer Aniston, and Madonna.

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Why did Singaporean brand Aupen shut down its operations?

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