Alo Yoga has pursued cancellation actions against multiple marks it views as too close to its own, including in the EU, but its China challenge against Alo Jewelry’s longer-standing registration has now failed twice.
China’s intellectual property regulator has rejected an appeal by Alo Yoga against trademark rights held in the country by Czech jeweler Alo Jewelry CZ, marking the latest development in a multi-jurisdiction dispute over the ALO name.
The China National Intellectual Property Administration (CNIPA) upheld trademark registrations held by Prague-based Alo Jewelry for jewelry products after dismissing a non-use cancellation action brought by ALO, LLC, the company behind Alo Yoga.
In its June 26 decision, CNIPA found that Alo Jewelry had provided sufficient evidence of use of the ALO trademark in China, including sales of products such as rings and necklaces bearing the mark. As a result, the registrations remain valid. The ruling follows an earlier CNIPA decision that had already confirmed Alo Jewelry’s rights in China, with Alo Yoga subsequently filing an appeal.
The case forms part of a broader trademark conflict involving proceedings in several markets. According to Alo Jewelry, Alo Yoga has pursued cancellation actions and other trademark challenges against marks it considers similar to its own, including MOSTALO, OLA, XVYWALO and CLUB OLA.
Separate filings cited by Alo Jewelry indicate the dispute has also extended to the European Union, where the Czech company said it filed an application at the European Union Intellectual Property Office (EUIPO) seeking to invalidate four Alo Yoga trademarks, including the ALO mark, after a series of cancellation actions earlier this year.
Alo Jewelry, based in Prague, said it has operated under the ALO brand for more than 30 years and sells jewelry through stores in Central and Eastern Europe as well as online.
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