Tesco defies the legal minefield to launch discount store Jacks

& # 39; Absolute madness & # 39 ;: the supermarket giant decided to continue with its launch plans, despite the challenges to its name

Tesco is ready to launch discount stores called Jack's – but it will work for months without waterproofing its trademark

Neil Craven, financial post on Sunday

Tesco is ready to launch a series of discount stores called Jack's – but the company will be working for a whole month without any watertight protection of its trademark.

More than 15 complaints have already been registered in the UK and the EU against the name and, separately, the red logo of the brand. Lawyers say that anyone who thinks the new logo looks like their own logo can file a complaint with the EU Intellectual Property Office until 17 October.

It means that the discount chain is traded for four weeks, during which the legal position with respect to the trademark will be wide open for new complaints – which one trademark source is described as & # 39; absolute madness & # 39 ;.

& # 39; Absolute madness & # 39 ;: the supermarket giant decided to continue with its launch plans, despite the challenges to its name

& # 39; Absolute madness & # 39 ;: the supermarket giant decided to continue with its launch plans, despite the challenges to its name

The supermarket giant decided to continue with its launch plans, despite the challenges to its name.

The first opening of the site is expected this week in Chatteris, Cambridgeshire, and this could be followed by 60 extra in the coming months.

The Jack chain is expected to be a competitor of the German discounters Aldi and Lidl, who have proven to have fierce competition with British supermarkets.

The name is a tribute to the founder of Tesco, Jack Cohen, who launched the group in 1924. The company seems to make every effort to keep the name secret. It is thought that the brand in Sri Lanka was registered for the first time in June 2017 – which, according to a lawyer, makes it much more difficult. would make it to find it.

This added protection when it was finally registered in the UK in December and the EU in April with the help of an obscure subsidiary known as PTLL.

But a delay in the EU application process seems to have led to a staggering of the data.

Sarah Redmond, trademark director at Fox Williams, said: "Their logo is open for objections for another month, so that further oppositions can be filed against this application. & # 39;

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