Luxury department store Saks 5th Avenue is keen on its name. And we understand that, its luxury image must obviously be protected.
Saks 5th Avenue sent a cease and desist letter to Snaks 5th Avenchew, a shop that sells treats for dogs and horses in New Jersey. The attorney of Snaks 5th Avenchew responded to this letter and stressed that the name was a permitted parody.
Now Saks 5th Avenue decided that it would not pursue the case but still reserves all rights. Probably not the response of Snaks 5th Avenchew did Saks 5th Avenue change its mind, but the media attention. Big brands are sensible to negative attention, especially in regard of cases that are difficult to explain.
Resource: NY Daily News
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“Trademark protection gives freedom to do business.”