S'pore bag brand Aupen alleges trademark dispute with US' Target

Home-grown handbag brand Aupen has wiped its website and most of its Instagram page amid a potential trademark dispute with American retail giant Target.

- Carmen Sin

Employees of the label, founded in 2022 and known for its sloping leather bags popular with international celebrities, have been told they will be let go, said an Aupen spokesperson on Sept 9.

In December 2024, the business had "more than 10" workers in Singapore, Singaporean founder Nicholas Tan told The Straits Times then.

Target appears to be fighting Aupen's attempt to register its trademark internationally, including in the United States, citing potential confusion with Target's underwear and sleepwear line, Auden.

According to a lawyer's letter from Target that Aupen posted on Aug 25 - one of its few remaining Instagram posts - Target has requested Aupen detail why it believes confusion is not likely.

The budget chain, which sells everything from electronics to apparel across 1,989 stores in the US, relaunched its Auden range in July 2024.

The corporation said the Auden and Aupen names sound and look "nearly identical", adding that it has made "extensive use" of the Auden trademark since March 2019.

According to a letter to Aupen dated July 22, Target has until Sept 24 to oppose Aupen's application to the American trademark office.

In comments to the press, Aupen said the Singapore trademark office had advised it to "back down" from possibly challenging Target's recently registered trademarks in Singapore, because the statutory board "prioritises foreign investment".