Celebrity-loved Singapore handbag brand Aupen issues layoff notices amid Target trademark issue
The brand is known for its asymmetrical leather handbags, which have been carried by the likes of Taylor Swift and Beyonce.
Aupen faces trademark issues involving American retail chain Target. (Photo illustration; image: Aupen)
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SINGAPORE: Employees at Singapore fashion brand Aupen have been told they will be laid off, with the news coming as the label faces trademark issues with American retail giant Target.
"We can confirm that notice has been given to our staff, and we are grateful for their contributions," an Aupen spokesperson told CNA on Monday (Sep 8).
It is unclear whether the company has ceased operations. A source familiar with the matter told CNA they could not confirm the current status of Aupen's business or its headcount.
In December, Aupen founder Nicholas Tan told CNA Luxury that his team consisted of “more than 10 people” based in Singapore.
Target relaunched its line of intimates and sleepwear, called Auden, in July 2024.
On Aug 26, Aupen posted Target's legal letter on Instagram, which highlighted that Aupen and Auden had "nearly identical phonetic and visual similarities".
IPOS had reached out to Aupen to understand and offer help on this matter.
IPOS said in response to CNA's queries that it had initiated contact with Aupen and met the brand on Sep 1 to offer assistance after learning about the potential opposition to its trademark application in the US.
It provided information to Aupen on Singapore's trademark registration and opposition procedures and explained that the application process included a window for any parties to oppose the registration of a trademark.
"IPOS assured Aupen that its existing trademark on our register remains valid," it said, adding that it had advised Aupen to seek independent legal counsel on the matter.
IPOS said it "maintains a registration regime that ensures equal and fair access for all companies seeking trademark protection in Singapore".
IPOS added that it is not aware that the matter is now a lawsuit.
CNA has also contacted the United States Patent and Trademark Office (USPTO), which oversees trademark registration in the US, as well as Target and the law firms representing both brands.
On Tuesday, Mr Tan - Aupen's founder - claimed on Instagram that IPOS had suggested to him to "stand down" because the agency "didn't want us to incur massive losses through this trademark battle", advice Mr Tan said he was grateful for.
In a statement on Thursday, IPOS said it did not provide such advice.
IPOS also highlighted other inaccuracies in comments made to the media by Aupen, including that the organisation had advised Aupen to "back down because they will prioritise foreign investments".
"As Singapore’s intellectual property (IP) registry, the role of IPOS is to register IP rights and promote IP awareness. It is neither in our IP regime’s mandate nor in IPOS’ interest to prioritise any company over another. IPOS does not provide legal advice on trade mark or IP issues to companies which should seek independent legal counsel," it said.
A check by CNA on Monday showed that all products have been removed from the Aupen website. The homepage now shows a photo of a brown tote bag, with phrases typically used in law documents.
Aupen was founded in 2022 by former national swimmer Nicholas Tan. The fashion brand is known for its asymmetrical leather handbags, which have been carried by several A-list celebrities, including Taylor Swift, Beyonce and Kylie Jenner, and has amassed a cult following.
It also entered into a partnership last July with LVMH Metiers d'Art – one of the arms of French conglomerate LVMH Moet Hennessy Louis Vuitton.
New York Stock Exchange-listed Target is an American retail chain that sells a range of general merchandise, such as groceries and clothing, at lower costs. According to its website, Target operates 1,981 stores in the US.
In August, it reported second-quarter net sales of US$25.21 billion after naming chief operating officer Michael Fiddelke as its pick to succeed long-time CEO Brian Cornell.
Editor's note: This article has been updated to remove Aupen's initial comments about its conversation with IPOS, which were incorrect, and to include IPOS' statement on inaccuracies in Aupen's comments to the media and on social media about the agency.
