The Pink brand of Victoria’s Secret is everywhere in the U.S., the local mall I go to has a Victoria’s Secret and even when traffic was down and stores closing up, the Victoria’s Secret store was always packed. During the 2008 financial crisis the gourmet popcorn store closed, the bookstore closed but there was a brisk business for underwear.

The Pink brand was launched in 2004 and has been a big driver of sales for the company. The brand has been credited with bringing a younger consumer to the Victoria’s Secret franchise. L Brands the parent company of Victoria’s Secret has just lost a trademark battle in the U.K. Thomas Pink is a shirt maker that is owned by LVMH Moët Hennessy Louis Vuitton Group. The judge felt that there would be consumer confusion and ruled that L Brands and their Pink brand, infringes on the Thomas Pink trademark.

Fast Co Design wrote:

Over in London, Pink button-downs are in and Pink bras are out, thanks to a court ruling that Victoria’s Secret’s Pink brand of lingerie infringes on U.K and European trademarks held by premium shirtmaker Thomas Pink.

“Consumers are likely to enter one of the claimant’s shops looking for lingerie and be surprised and disappointed when they find they have made a mistake,” judge Colin Birss wrote in his ruling. The decision does not affect Victoria’s Secret U.S. operations, but will hamper the company’s growing presence in the U.K.

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