ASOS fights bid to change name in Germany

Anson’s, which does not sell online, believes their names are too similar and has mounted a legal challenge to prevent the use of ASOS for clothing sales in Germany.

A court hearing will be held on May 3 in Hamburg to determine whether there is a danger of customer confusion, which could result in ASOS being forced to operate under a different name in Germany.

ASOS has rejected the claims and hit out at Anson’s for being “opportunistic”.

A spokesman for ASOS said: “There is zero evidence of confusion between Anson’s and ASOS. The claims are being fought vigorously and ASOS remains confident of its position.”

The challenge comes shortly after the group posted strong growth in its international business, which now accounts for 52 per cent of all turnover.

Chief executive Nick Robertson said last week that the group is on schedule and budget to open a £40m state-of-the-art distribution centre in Barnsley in May.

“Barnsley is key to the success of our international expansion and I am pleased to report that this project is on schedule,” he said.

Anson’s, which was established in 1989 and has 21 stores in 17 German cities, said it had brought the case due to the oral and written similarities around the two brand names.

Anson’s has already successfully applied for two preliminary injunctions against ASOS.

In March 2010, Anson’s was granted an injunction to prevent ASOS’s German language pop-up banner on its UK website, while in October last year it was granted an injunction to prevent use of the pre-marketing website Asos.de.

ASOS may have to completely rebrand in Germany – one of its five strategic growth markets – if Anson’s is successful.

Germany is the second biggest fashion market in Europe after the UK and is leading the economic recovery on the continent.

ASOS, which stands for As Seen On Screen, last week reported more than 160 per cent growth in its international business.

The company was founded in 2000, and attracts more than 11 million unique visitors a month.

It targets internet-savvy 16 to 34-year-old women who want to emulate the designer looks of celebrities such as Kate Moss, Sienna Miller and Alexa Chung but at a fraction of the price.