Canadian appliance brand Bella lodges for Australian trade mark


Appliance product brand Bella, owned by Canadian appliance company Sensio, has filed for an Australian trade mark for its logo (pictured), hinting that the product line could be heading Down Under.

The trade mark application – TM number 1563138 – was lodged on June 17 and covers a number of appliance products, specifically:

Class: 11 Small electric kitchen appliances, namely, grills, griddles, sandwich makers, waffle makers, buffet serves, toaster ovens, coffee makers, party hot trays, donut makers

Sensio Appliances was formed in 2003, and currently has offices in the US, Canada, China and the UK. It is the sister company of Canadian manufacturer and distributor, the Elite Group, which was founded and is operated by Gordon Ramsay’s former business partner, Danny Lavy.

Bella is Sensio’s main appliance brand, although the company was in hot water last year after Gordon Ramsay sued Sensio over the North American distribution of a ‘Gordon Ramsay Everyday‘ line of products.

Bella products are sold in most major US and Canadian appliance retailers, including Target, JBP, Macy’s, Sears and Bed Bath & Beyond.

Products include toasters, coffee makers, juicers, kettles, slow cookers and waffle makers, across lines such as the Dots Collection and the Diamond Collection.

According to a search of Google Shopping, no major Australian online retailer appears to be selling Bella or Sensio appliances.

The new trade mark application was lodged by the Canadian head office of Sensio Inc and an Australian legal representative, Ashurst Australia. It is currently at the status of ‘Indexing Approved’.

™Watch has contacted Sensio, and is awaiting a response.

Click to view a screenshot of the ‘Bella’ trade mark application.

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