What happened with Aupen and why should you care?
Founded in 2022 in Singapore, Aupen has rapidly become a standout in the handbag world thanks to its minimalist and sculptural designs combined with ethical production practices. The brand’s global appeal was further amplified when Taylor Swift was seen carrying its signature Nirvana bag, cementing its status as a trendsetter.
However, with international acclaim comes increased risk. Recently, Chinese authorities raided a Guangdong factory after counterfeit versions of Aupen bags were found on Alibaba. This incident serves as an important reminder for all brand owners: as your recognition grows, so does the likelihood of imitators trying to capitalize on your success. You should be alert to the possibility that rising recognition may attract imitators.
How did Aupen protect its products?
Founder Nicholas Tan acted early to secure design patents and trademark protections for every product before they hit the market. This proactive step was key in building a strong case against counterfeiters.
For your brand, ensuring that all your products are legally protected is essential. Check that all your designs and trademarks are registered properly and that you have a clear strategy to protect your intellectual property.
What action did Aupen take against counterfeiters?
In July 2024, a team member discovered fake Nirvana bags on Alibaba. Aupen quickly gathered detailed evidence (including screenshots, product comparisons, and sales records) and worked closely with Chinese law enforcement. This resulted in a coordinated raid in September 2024, nine arrests, and thousands of counterfeit bags being seized.
If you run a brand, it is wise to regularly monitor the market and your distribution channels to spot and stop unauthorised sales early.
What legal lessons can you take from Aupen’s experience?
Aupen’s case shows that protecting your brand and intellectual property globally takes more than just registering trademarks. You also need to protect things like copyrights, design patents, and trade secrets. Keep a close eye on your supply chain and work with IP experts to make sure your legal protections stay strong and up to date. If you’re selling in multiple countries, be ready to work with international partners to deal with any issues that come up.
What is the main takeaway for your brand?
Creativity must be supported by strong legal protection. Nicholas Tan’s experience teaches that a smart business strategy includes securing your intellectual property. Balance your creative ideas with practical legal steps to defend your work. By doing so, you can build a lasting brand that is resilient against counterfeiting.
This article is for informational purposes only and does not constitute legal advice. Brand owners should seek professional legal guidance tailored to their specific needs.
Need to protect your brand? Whether dealing with trademarks, counterfeits, licensing, or digital infringement, our legal team is ready to assist. Book a consultation today.
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