The domain – at woolworthslocal.com.au – is currently offline, but is registered to ‘Woolworths Limited’. No date of registration is provided.
The Australian trade mark application was filed yesterday, 11 September, by Woolworths Limited and a legal representative, Spruson & Ferguson.
It is for a logo and the term ‘W LOCAL’, and covers two retail and packaging classes, specifically:
Class 16: Paper, cardboard and goods made from these materials, not included in other classes; printed matter including magazines and other publications including information bulletins; paper and plastic bags
Class 35: Retailing and wholesaling services, including such services provided by supermarkets, grocery, liquor, variety, convenience and discount stores; retailing and wholesaling of products including household products, electrical products, fresh food, tinned and frozen products, snack food, paper hand products, household cleaning products, clothing products, fuel and lubrication products, bakery products, grocery and supermarket products including online wholesaling and retailing of the aforesaid products; advertising, promotional and marketing services including such services provided by supermarkets, grocery, liquor, variety, convenience and discount stores; online retailing, wholesaling, advertising, promotional and marketing; consumer market information services including on-line information services such as product reviews and product information and bulletins
A Google Image reverse search for the ‘W LOCAL’ logo brings up zero results, suggesting this is the first time the logo has appeared online. A Google search for ‘Woolworths Local‘ does not appear to bring up any directly relevant results.
The trade mark could be related to a January press release about a new strategy to provide more local food sourcing. However, the trade mark does not cover any individual foods – just the retail of food items, as well as other non-food products.
Two weeks ago, Woolworths’ chief executive Grant O’Brien promised “growth” for the company, and a new retail brand or rebrand/expansion of its petrol stores would certainly tick that box.
The trade mark application is at the status of ‘Indexing Approved’, meaning it has not been seen by an IP examiner yet.
Click to view a screenshot of Woolworths’ ‘W LOCAL’ trade mark application.
The trade mark application covers the exact same classes as discussed above.
Click to view a screenshot of the second Woolworth’s ‘W LOCAL’ trade mark application.