Kroger sues Lidl over private label brand
According to The Washington Post, Kroger is suing European grocery giant Lidl, alleging that its “Preferred Selection” in-house brand is too similar to Kroger’s “Private Selection” label.
According to The Washington Post, Kroger is suing European grocery giant Lidl, alleging that its “Preferred Selection” in-house brand is too similar to Kroger’s “Private Selection” label. The lawsuit, filed June 30, comes just two weeks after Lidl debuted its first stores in the United States. Lidl, which has 10 stores in Virginia, North Carolina, and South Carolina, plans to open 100 locations along the East Coast by next summer.
In the filing, Kroger says Lidl is trying to benefit by “causing confusion” between the two brands. It also alleges that Lidl’s new in-house label, which was registered in September, “dilutes” Kroger’s store brand.
“Lidl has competed unfairly and continues to compete unfairly with Kroger,” the lawsuit states. “As a direct result of Lidl’s wrongful conduct, Kroger has suffered and will continue to suffer irreparable injury, including, but not limited to, injury to its trademarks and to the goodwill and business reputation associated with those trademarks.”