Client: Miniso (China) — global retail brand offering home goods, beauty, accessories, and electronics
Opponent: Usupso — a company imitating the style and visual identity of Miniso
Case Summary
Usupso applied for registration of a combined trademark in Ukraine consisting of two red squares, Chinese characters, and a smiley icon — a design visually and conceptually similar to the Miniso brand. Miniso had entered the Ukrainian market earlier and held valid trademark registrations.
Polikarpov Law Firm, in partnership with AVELLUM, represented Miniso in this matter, acting as the official representative before the Ukrainian IP Office (UANIPIO) and the Appeal Chamber.
Client’s Goals
- Prevent the registration of a confusingly similar trademark by Usupso
- Protect the unique brand identity of Miniso in Ukraine
- Avoid consumer confusion and unfair market competition
Case Complexity
- The visual similarity of combined word and graphic elements
- Usupso’s business model mimicked Miniso’s retail style and branding
- The initial decision was not in Miniso’s favor, requiring a strong and well-reasoned appeal
Strategy of Polikarpov Law Firm and AVELLUM
- Collected evidence of Miniso’s trademark priority and brand identity
- Prepared a detailed appeal focused on visual, stylistic, and market similarities
- Argued that Usupso’s actions constituted bad-faith imitation
- Ensured close coordination with the client and legal partner
Lawyers
Anton Polikarpov — Managing Partner of Polikarpov Law Firm, acted as official representative before UANIPIO and the Appeal Chamber
Anastasiia Shevchuk — Senior Associate, developed the legal strategy and drafted the appeal
AVELLUM team — supported overall legal strategy and client communication
Result
In March 2025, the Appeal Chamber refused the registration of the Usupso trademark, fully supporting the arguments presented in the appeal. The decision secured Miniso’s exclusive brand identity in the Ukrainian market and strengthened its position in the retail sector.
