ASOS pays out £20.2 million in trademark battles
Andrei Mincov's commentary on the original article
What fascinates me is that as their business grows business owners would entertain the idea of spending millions and millions of dollars on something that would only cost a few thousand of dollars to prevent while the business was only starting out. Being lean does not mean being reckless. When this business was started, the choice of the name was barely relevant. It could have been ASOS or it could have been anything else. A proper trademark search early on in relevant jurisdictions could have revealed these other brands with which ASOS has just settled. Protecting the brand in a competitive environment is really not a fancy option. It's a necessity.