Court Overturns Vendôme Name Sale to Louis Vuitton: Key Decision Explained

Overview of the Vendôme Naming Controversy

The administrative court of Orléans has recently voided the agreement in which the town of Vendôme sold its name to luxury brand Louis Vuitton for €10,000. The town’s response highlighted the absence of legal merit in the appeal.

The Sale Agreement Details

In February 2021, the municipal council approved selling Vendôme’s name for a decade to better promote jewelry products. The mayor, Laurent Brillard, clarified that the town was not merely selling its name to Vuitton, but granting permission to use the Vendôme brand in luxury jewelry collections.

Community Opposition

A group was formed to challenge this agreement, citing that the selling price was far too low. Their contention emphasized the town’s brand value should warrant a higher sale price.

Court Judgment Insights

On September 24, the Orléans court recognized the potential for such trademark sales but was critical of the proposed sale price. They ruled that the municipality failed to justify the €10,000 amount and did not adequately explain its pricing methods.

Conclusion and Aftermath

Consequently, the court annulled the sale due to “abuse of power,” thereby voiding the original resolution from February 4, 2021. The municipality commented that the appeal lacked any meaningful legal relevance, noting that the issue was effectively resolved as of July 1, 2022, when the National Institute of Industrial Property rejected the trademark registration for “Vendôme.”