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Dyneema® goes on trademark infringement offensive

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The Dyneema headquarters in the Netherlands. The company is embarking on a trademark infringement offensive.

DSM Dyneema, owner of the Dyneema® brand, is again on the offensive over trademark infringement.

The company, whose UHMwPE material is coveted by line makers everywhere, has stepped up legal action against online marketplaces by aggressively enforcing the removal of advertisements in which the Dyneema trademark is used without its permission.

The rise in digital commerce has spawned thousands of advertisements infringing the Dyneema brand, says DSM. And citing just-released data, it reports that 22,000 using the trademark illegally have already been removed.

“Although Chinese websites are often notorious for offering counterfeit products, a number of online marketplaces – such as alibaba.com – have shown a co-operative attitude toward trademark owners such as DSM,” said Nathali Donatz, DSM Dyneema’s Director of Branding & Communications.

The Alibaba group itself has a strict infringement policy. If multiple offenders do not conform, they are banned from placing advertisements on the company’s websites.

“Promotion of the Dyneema® trademark or logo provides users with a guarantee that they are investing in performance and quality,” said Donatz. “It represents a valuable mix of know-how, service and innovation that is protected and leveraged for the benefit of our customers, licensees and end users.

“We will do all we can to protect the brand and drive home the message that non-authorised companies cannot take advantage of this carefully established position.”

Ÿ • In the US, Dyneema has acquired Cubic Tech Corporation in a move that is expected to accelerate its entry into the performance apparel market.

Cubic Tech, a privately owned company based in Mesa, Arizona, specialises in the production of flexible laminates and fabrics based largely on Dyneema.

Its ultra-light flexible products have applications in the sportswear and outdoor sectors, along with many others. DSM Dyneema says the acquisition adds important new revenue streams and creates development opportunities in existing markets.

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