Hermes is currently engaged in a legal dispute with a small bookseller in a Turkish coastal town over alleged trademark infringement. The owner of Sahaf Hermes store in Izmir, Umit Nar, has been operating his business under the name “Hermes” for 15 years without ever being mistaken for the French luxury brand.
Nar argues that the name “Hermes” should not be exclusive to any company, as it is part of humanity’s cultural heritage, similar to names like Zeus or Santa Claus. These names hold significant historical and cultural meaning and should be accessible to everyone.
The controversy started when Nar applied for trademark registration for his bookstore’s name, “Sahaf Hermes,” in December 2021. The French luxury brand’s office in Turkey noticed this and filed a petition to halt the registration. They also sought to prevent Nar from using the name “Hermes” in his commercial and online activities, citing potential confusion between the two brands.
While the French company has not provided any comments to the media, they argued in court that there is a risk of confusion despite operating in different sectors. The first hearing took place last month, with a second hearing scheduled for March.
Instead of waiting for the trial’s outcome, Nar has launched a social media campaign to raise awareness of the issue at Hermes’ headquarters in Paris. He believes that the argument of potential confusion is baseless, as his business deals with secondhand books at a fraction of the price of luxury bags sold by the French brand.
Nar, who also heads Turkey’s secondhand booksellers’ association, stresses the negative impact a name change would have on his business. He asserts that most people identify his store with the name “Sahaf Hermes” rather than his real name. Additionally, he highlights the historical and cultural significance of the name “Hermes” in the region, particularly in Izmir, formerly known as Smyrna during ancient Greek rule.
Nar firmly believes that it is unjust for an international company to claim ownership of a cultural element. He hopes that his case will bring attention to this issue and lead to a favorable resolution. The trial is ongoing, and both parties await the court’s decision.
– You can read more about the legal battle between Hermes and a Turkish bookseller here: Link 1.
– For further insights into trademark infringement cases involving luxury brands, click here: Link 2.
