The Zara Man concept store that the Spanish chain Zara opened in October on Calle Hermosilla in Madrid, faces its first obstacle. Zacaffè, a coffee brand created to expand the customer experience in the physical store in the Salamanca neighborhood, had its registration challenged by the Italian coffee brand Zicaffè, which alleged possible confusion.
The Spanish newspaper Five days remember that the controller Inditex The coffee shop chain has an innovative commercial approach, which has little to do with its traditional fashion business.
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Inditex’s trademark protection application to the European Union Intellectual Property Office (EUIPO) was made in October, covering a total of eight different product classes, from coffee and catering services, to clothing and household kitchenware.
From then on, an opposition period of around three months was opened, which expires on January 13th. The deadline is given by the body for other companies to present allegations against the registration of a new brand, if they understand that it is similar to theirs and could have negative effects on their business or reputation.
This is what happened with the Italian company Zicaffè, specialized in roasting and selling coffee. According to the company’s website, it is present in 45 markets. The argument is that “there is a risk of confusion on the part of the public” and that the use “without just cause of the contested mark [Zacaffè] would represent an undue use or damage to the distinctive character or renown of the previous mark”, in this case, the Italian one.
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Zicaffè has registered its brand since 2010 for the coffee category, one of the classes for which Inditex requested.
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From now on, recalls the Spanish newspaper, the process is in the hands of the European intellectual property office, which must admit or not the Italian company’s complaint. If so, a period for arguments will be opened for both parties.
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The concept store has an area of more than 700 square meters on two floors, and is the first store in Madrid to exclusively offer Zara Man collections.
According to Zara, it was designed to offer a range of services in the heart of Madrid’s Salamanca neighborhood, combining a traditional urban store concept with the feel of a neighborhood store “to offer a unique shopping experience”.
In addition to the innovative design, the project stands out for its careful selection of materials and finishes with neutral elements and furniture, with the aim of providing a clear and uncomplicated layout. Materials include chrome, leather and reclaimed wood
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On the walls are photographs by artist Juan Baraja, along with boutique-style spaces for the Origins collection and Zara Athleticz. “The store is organized as a series of environments that evoke warmth and intimacy to make shoppers feel at home,” says the chain.
Atari’s complaint
Inditex has another ongoing trademark claim: in March 2024, the textile company requested the registration of a figurative mark for different uses which, on the last day of the claims period, was opposed by Atari, the historic Japanese video game and console company, considering it resembled its logo.
The case has not yet been decided, as the parties requested an extension and the contradictory allegations phase was extended until mid-2026.
