A Liverpool small business has been ordered to change its name by Hugo Boss.
The designer brand sent a letter to Ben McDonald demanding that he removes the branding of Boss Pets which had been officially used since September last year.
He has been given 10 days to take down the company’s website that bears the name or risk the threat of legal action from the high-end fashion label.
A spokeswoman for Hugo Boss claims that the action against the Bootle-based small business owner is being pursued to protect their intellectual property.
She said: “We are aware that the English word ‘boss’ is one that is commonly used.
“Nevertheless, it’s our responsibility to monitor and protect our brand rights globally and address unclear cases where needed.
“When we became aware of the registration, we have approached the business owner as the intended registration represents an overlap with our trademarks.
“As an international fashion company, we need to – like any other corporation – take measures to protect our existing trademark rights.
“These measures apply to both of our brands, Boss and Hugo.”
However Mr McDonald’s legal representative Francis McEntegart insists the pet health supplies company has no case to answer due to operating in a non-competing sector.
He said: “My client is a small local business that is just starting out selling pet wellness products.
“It’s not going to interfere with the profits of Hugo Boss in any way.”