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Issue No. 061 · Story 02 · October 2, 2026

Trademark

Quince Wins Dismissal of Williams-Sonoma Advertising Claims

A California federal judge dismissed Williams-Sonoma's false advertising and related claims against Quince without prejudice. The September 30 order found that the retailer had not plausibly alleged actionable false or misleading comparisons. Williams-Sonoma may file an amended complaint by October 21.

  • §The court rejected the theory that Quince's Beyond Compare charts necessarily represent the competing products as identical.
  • §The order distinguished statements that products are similar from claims of literal identity and found gaps in the allegations about quality, pricing, consumer deception, and injury.
  • §The ruling addresses the sufficiency of this complaint. It does not end the case with prejudice or resolve every possible challenge to comparative advertising.

THE TAKEAWAY

The dispute concerns how a retailer uses established home-goods brands in comparison marketing. The court required factual support for the challenged representations rather than treating references to competing brands as sufficient by themselves.

Source: The Fashion Law

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