Major British fashion retailer AllSaints may have revealed the next destination of its ongoing global expansion yesterday, by lodging two Australian trade mark applications for variations of its name.
The move comes just a month after AllSaints announced the launch of a film production arm, and two months after launching its first store in Canada and another in Malibu. All this comes after the company was saved from the brink of collapse in 2011 by equity firm Lion Capital, who cited AllSaints’ “international potential” as a key reason for its investment.
The popular fashion retailer opened its first store in London in 1993 as a menswear brand, but has since expanded into womenswear, footwear, and accessories. It currently has 65 standalone stores across the UK, Europe and North America, with an additional 35 retail outlets in department stores.
The East London office of AllSaints lodged two Australian trade mark applications on 11 June; one for the term ‘ALL SAINTS’ and a second very similar application for the term ‘SAINTS’.
Both are covered by the same six classes, covering a wide variety of fashion, toiletry, electrical and retail products and services – including class 35, specifically “Retail and wholesale services” of 100 different clothing items, accessories and electronic devices.
The ‘ALL SAINTS’ application is covered by one additional class, namely class 41 covering various entertainment classes, presumably to cover the aforementioned film production studio.
The brand appears to be too late to register the local allsaints.com.au domain, as a New South Wales church has claimed it, but the main online store at allsaints.com already delivers to much of the globe, including Australia.
The two trade mark applications – TM numbers 1562070 and 1562071 – were lodged by All Saints Retail Limited and an Australian legal representative, Shelston IP. They are currently at the early status of ‘Filed Approved’.
™Watch has contacted AllSaints and is awaiting a response.