Victoria’s Secret Takes On Small Startup Called ‘The Pink Store’ In Trademark War

It’s a David vs. Goliath story, the giant Victoria’s Secret is going after a modest startup in the Omaha, Nebraska area which decided to call itself The Pink Store.

Owner Becca Doolitle was having a rough time after she was laid off — like many Americans in this difficult economy — from sales and an office assistant position at a local brokerage firm in April 2009.

Less than a year later, her husband, Brad, lost his job with a property title company.

In 2011 Doolittle took matters into her own hands and opened The Pink Store. Little did she know, three-years later she would have a challenge from the lingerie giant Victoria’s Secret.

In 2002, Victoria’s Secret announced it was introducing a new line of lingerie catered to women between 15 and 22-years old, the company named it’s new branch Pink.

A war has ensued after the internationally renowned company picked up on the small e-commerce company, which took a name too similar to one of the branches of the most recognized names in intimate apparel.

Doolittle, who started her company out of her basement, when times were dark, asked one of the local news outlets to investigate Victoria’s Secret’s allegations that she is violating trademark laws.

“The passion for pink, I thought you know what I bet I can make this a business.” Bekka Doolittle — who runs her company on her own — said.

Doolittle filed for the trademark for her company in 2012 and is in shock that Victoria’s Secret is going after her brand.

“They’re a multi-billion dollar, internationally known company and saying my little company can cause consumer confusion.That’s crazy”

In the 18-page petition, Victoria’s Secret claims The Pink Store can cause confusion for customers, who can assume the two companies are connected.

Doolittle posted an creative open letter to Victori’s Secret on her website Thepinkstore.com in which she says, in part:

“Dear Victoria’s Secret, the secret is out, neither bras, nor panties is what Pink’s all about. Keep “Pink” on your trademark, we really don’t mind. But going after our trademark is rude and unkind.”

Victoria’s Secret has offer to settle if Doolittle doesn’t open a store front, but her business is growing, “five to six new orders since last night,” she said in an interview on Friday.

On her website, Doolittle is asking for help from her customers and others, to fight the trademark charges.

The case of Victoria’s Secret and the small startup, The Pink Store is getting a lot of attention, not only in Nebraska, but in the national news. We will keep you updated.