Ruling in Flowerbx v Flowers Box London [2026] EWHC 2233 (IPEC) this week, the court held luxury florist and floral designer FLOWERBX’s trademark valid and infringed by online florist Flowers Box London.
It found the FLOWERBX trademark had an ‘enhanced distinctive character’ with strong recognition, and rejected Flowers Box London’s counterclaim that it was descriptive. It heard evidence of instances in which customers mistakenly believed they were purchasing from FLOWERBX. The court found Flowers Box London had been ‘riding on the coat tails’ of their rival and had no ‘due cause’ for using similar signs.
Steven James, partner at Pillsbury Winthrop Shaw Pittman, acting for FLOWERBX, said: ‘This is an important result that sends a powerful message: brands that have earned consumer trust through a steadfast commitment to the highest quality will be protected.’
