Victoria's Secret Sued by Juicy Couture Over `Candy'

Victoria's Secret, the lingerie chain owned by Limited Brands Inc., was sued by women's clothing retailer Juicy Couture for allegedly copying packaging shaped like lollipops, bonbons and ice-cream cones.

Juicy Couture, a unit of New York-based Liz Claiborne Inc., developed its ``Sweet Shoppe'' line in 2005, two years before Victoria's Secret began wrapping bras and panties in nearly identical packaging, according to the trademark-infringement suit filed yesterday in federal court in Manhattan.

Juicy Couture singled out Victoria's Secret's Pink brand, saying the copied packaging is part of a series of marketing imitations for the line of intimate apparel that resulted in similar clothing designs and store interiors.

``Pink has applied slogans across the seat of pants which famously originated with Juicy Couture and identifies its brand,'' the company said in the complaint. ``Pink stores incorporate many elements of Juicy Couture's stores including oriental rugs and Victorian-style furniture.''

Robin Olshavsky, a spokeswoman for Columbus, Ohio-based Limited Brands, declined to comment when reached today by phone.

Juicy Couture's ``original and innovative'' packaging is an important element of the company's image, Liz Claiborne said in an e-mailed statement. ``These and other brand elements create the unique consumer experience that allows Juicy to stand apart from its competitors in the fashion markets in which it competes.''

Damages, Order

Juicy Couture is seeking money damages and profit from the alleged copying, as well as a court order barring Victoria's Secret from using the candy packaging.

Earlier this month, Victoria's Secret was sued by Katerina Plew for allegedly infringing a patent with its 100-Way Strapless Convertible product. The suit is pending in federal court in New York.

Limited Brands rose 13 cents to $19.30 in New York Stock Exchange composite trading. Liz Claiborne climbed 23 cents to $18.28.

The case is Juicy Couture Inc. v. Victoria's Secret Stores Brand Management Inc., 08-cv-3985, U.S. District Court, Southern District of New York (Manhattan).

Source: Bloomberg.com