Protecting Your Brand: How George Heaton Navigated Intellectual Property Challenges to Build Represent

George Heaton’s Journey Through Intellectual Property Hurdles in Building Represent

George Heaton, CEO of Represent, a streetwear brand, recently opened up to Steven Bartlett about the worries and troubles he had over the cease and desist letter he received in 2018.

George, reflected on the challenges he faced while building his business during a candid conversation with Steven Bartlett on the popular Diary of a CEO podcast. Recounting a pivotal moment in his entrepreneurial journey, George shared how hitting rock bottom prompted a profound reassessment of his business trajectory.

The brainchild of George Heaton and his brother Mike, Represent, emerged from a college project in 2011. Despite its humble origins, Represent garnered attention from A-list celebrities like Kim Kardashian, Justin Bieber, The Weeknd, and Machine Gun Kelly, finding its place in prestigious retailers such as Selfridges, END, Harrods, and Harvey Nichols.

George, revealed that before the glitz of celebrity endorsements, Represent faced financial adversity, with warnings of unprofitability and looming closure. 

Navigating legal hurdles proved another trial for the brothers. A threat of legal action in 2018 over the brand’s name plunged them into uncertainty. The owners had secured the trade mark for Represent in the UK and other countries across the globe.  They had assumed they also owned the trade mark in Europe. The company that owned the Europe trade mark wanted compensation for the use of their mark, to the value of the last 6 years of profits.

George explained that the brand meant so much to them, they had built it up so much that they did not want to lose it.  They continued to focus on their sales so when the time came, they had the funds to buy the mark from the other business.  George and his brother, finally secured the rights in March 2020. George acknowledged the arduous journey, expressing determination to preserve the brand they had painstakingly built.

The turning point came amidst the upheaval of the pandemic when Represent’s sales surged, fueled by strategic partnerships with upscale retailers like Flannels. Reflecting on this resurgence, George remarked on the brand’s remarkable evolution from a plateau in 2019 to exponential growth during the lockdown. Despite challenges, Represent’s resilience and adaptability have solidified its status as a formidable player in the fashion industry.

This case highlights the need to have intellectual property at the forefront of not just your mind but your business’ strategy.  All research should be carried out ahead of launching a brand or business, the sooner you secure those rights the better.

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If you wish to gain exclusive rights to your business name, logo, tag line or design within the UK or globally, our parent company, National Business Register Group (NBR) has been assisting businesses in protecting their brand since 1984. Contact NBR on Info@nbrg.co.uk or by calling 0800 069 9090.