In a dramatic showdown between a budding Singaporean handbag brand and a retail behemoth, Aupen has wiped its online presence clean amidst a fierce trademark battle with the infamous Target. This conflict has not only led to the erasure of their digital assets but also prompted layoffs for the brand's dedicated workforce.

Founded in 2022, Aupen gained fame for its stylish leather bags, which have captured the attention of international celebrities. However, the company now faces immense pressure as Target challenges its attempts to secure trademarks internationally.

Trademark Tension: The Story Unfolds

The roots of this conflict trace back to Target’s argument that Aupen’s name is too similar to its own Auden range of underwear and sleepwear, potentially causing consumer confusion. In a letter posted by Aupen on August 25, Target demanded an explanation as to why the two brands would not be mistaken for one another.

Target's Auden line has been a staple since March 2019 and was relaunched in July 2024. The corporation has until September 24 to formally oppose Aupen's trademark application in the United States, solidifying its position in this escalating drama.

Financial Strain and Uncertain Future

As the situation worsens, rumors swirl that Aupen’s trademark application was advised against by local authorities after Target secured similar trademarks in Singapore. Despite this, the Intellectual Property Office of Singapore (Ipos) has reassured Aupen of its existing trademark’s validity and has offered assistance to navigate Target’s opposition.

Aupen's founder, Nicholas Tan, expressed his deep frustrations over the corporate bullying of a $100 billion giant against an independent brand. He candidly stated, “A $100 billion giant is crushing an independent brand,