The founder of jewellery chains Diva and Colette has confirmed plans to rebrand the Colette Accessories label and boost store count significantly, in the wake of a trademark dispute with Australian designer Collette Dinnigan.
As reported previously in Ragtrader [September 9], Colette Hayman, who established the Diva jewellery chain two years ago before selling and investing in a self-titled line, locked horns with Dinnigan in 2010 over the use of the name ‘Colette Accessories’.
However, Hayman has now released a formal legal announcement and revealed that, following a period of mediation, the case has been settled by mutual agreement.
“Collette Dinnigan and companies run by her commenced proceedings in the Federal Court against Colette Hayman and her company, which operates the Colette Accessories stores. Ms Hayman’s company filed a cross claim in those proceedings. Parties are pleased to announce that they have settled those proceedings on mutually acceptable terms.”
Hayman also confirmed that as a result of the legal scuffle, the Colette Accessories range and its entire retail network will soon undergo a total rebrand to ‘Colette by Colette Hayman’.
“The mutual agreement is bound by a confidentiality agreement so I cannot elaborate, but the action taken by Collette Dinnigan turned out to be a blessing in disguise as it highlighted the fact, that in order to build a global business we needed to adapt our branding to deter similar proceedings across the globe, hence the new name Colette by Colette Hayman,” she said.
“At no stage did the proceedings slow the development of the business, however, we’re excited by the new name as we feel the brand has been elevated.”
The rebrand, which is expected to take “a number of weeks”, comes as Hayman launches three new domestic stores this month, and plans to open at least 25 more across Australia and New Zealand by the end of the year.
“All the rebranding will be complete before the end of April and three stores, at Sunshine Plaza (QLD), Bankstown (NSW) and Watergardens (VIC), will open during that period,” Hayman said.
“The business is going well in these troubled times and we’re keen to open another 50 stores over the next 12 months, but this relies on finding great sites at fair rentals. But so far, the timeline looks like five stores a month from June to October. Many of these sites have already been secured and the intention is not to open any stores in November/December heading into the Christmas season.”
Hayman also hinted the company has its sights on new global markets.
“We feel Australia and New Zealand can support around 150 of the current format stores, but we also have a number of interested parties in South Africa and Singapore which will hopefully lead to a few stores opening in each country before the end of the year,” she said.
Daniela Aroche