30
|
PROFILE Bluebone’s design defence
“Our Titanic retro chest is the best-selling item in our Titanic retro range, and most prone to copying. There are several cheap ranges on the market that use cheap timber painted to look like boatwood, and combine with cheap, thin steel. This of course make these copies much cheaper than our quality product, which employs real boatwood and quality steel”
When Bluebone discovered that a competitor was importing a range which looked virtually identical to one of its own, it employed the expertise of Anti Copying in Design (ACID) to safeguard its design IP. Eventually, the case was settled, netting Bluebone a settlement payment of £15,000 and broadcasting the message that its Titanic range was off limits to potential copycats. Furniture News contacted Bluebone’s business manager, Els Coolen, to find out more …
In defence of design How important is it that a supplier’s ranges stand out from the crowd these days? The market of traditional furniture ranges is highly price driven and competitive. Bluebone has grown into a strong position in the furniture market by offering unique designs that are different from anything else available on the market. We have put a lot of effort and investment into sourcing and developing these unique products. We ensure their quality is of a high standard, and that we have these designs exclusively for our market. In a pricecompetitive market standing out from the crowd is hugely important, as it means we can get a fair price for quality and design. Copyrights encourage people and organisations to create new things by guaranteeing protection for innovative ideas and designs. We as a company believe strongly in design and quality, and invest a
FN_325 V18.indd 30
lot in marketing and the promotion of unique designs. What lengths does Bluebone go to when designing and sourcing fresh collections? We spend months on product development, sourcing, quality and ensuring designs are unique. What inspires the buying team? We look at trends at foreign trade fairs and try to translate these to the specific requirements and taste of the UK market. How did ACID help the process when it came to protecting your Titanic collection? ACID put us in touch with Stone King solicitors who helped us in negotiating a halt to the import of the alleged copies and secured a level of compensation for lost sales. It has certainly spurred us on to
“Our signature Curves range, available in oak and mango, is prone to copying”
24/03/2016 15:38