Iceland Supermarket is deep into a legal battle over its name with the Icelandic government.
- The retailer is appealing a decision to strip its EU trademark protection for ‘Iceland’.
- Executive chairman Richard Walker presented the case at the General Court in Luxembourg.
- The legal dispute began in 2016, challenging a trademark secured by the supermarket in 2014.
- The outcome could affect the supermarket’s use of ‘Iceland’ for marketing in the EU.
The trademark battle between Iceland Supermarket and the Icelandic government has reached a critical phase as the retailer appeals against the decision to revoke its EU trademark protection for the word ‘Iceland’. Executive chairman Richard Walker OBE provided opening statements at the General Court of The European Union in Luxembourg, marking the third round of legal proceedings in this protracted dispute.
This ongoing dispute originated in 2016 when the Icelandic government contested the supermarket’s EU trademark, a right which Iceland Foods had secured in 2014. The challenge arose after the supermarket chain sought to prevent Icelandic producers from using their country’s name to market their products.
In December 2022, the EU Intellectual Property Office upheld a 2019 ruling that invalidated the supermarket’s trademark protection. Although this decision does not impede the company’s operations within the EU, it limits their exclusive rights to the name ‘Iceland’ within the market. Walker, reflecting on this contentious issue, noted on LinkedIn that it is ‘a really important battle’ for his family business, which has operated under this brand since 1970.
The outcome of this legal feud is significant for Iceland Supermarket, a brand recognised throughout the United Kingdom, operating 1,000 stores and servicing five million customers weekly. The company’s international presence spans over 65 countries, many within the EU and EEA, emphasizing the potential impact of this trademark decision.
While Iceland Supermarket has not issued an official comment on the current proceedings, they anticipate that the legal battle may extend over a considerable period.
The resolution of this case will significantly influence Iceland Supermarket’s branding strategy within the European market.
