Dooor tells us about their experiences with the European Union Trade Mark and Design Protection

Dooor tells us about their experiences with the European Union Trade Mark and Design Protection


I was sitting in my kitchen and I was
thinking: Oh my God I have sold so many lovely beautiful kitchens
and here I sit in my own kitchen and it is so ugly! It has to be possible to do something
cheap and easy to change this! So I started to experiment on
how to change the kitchen doors, I took one of the doors out and I cut
a hole into it and I started to fill it with different stuff… I thought this is a good
idea with the magnets! So I went on thinking and I sawed
a hole into the kitchen door and placed magnets into it. I took it under my arm and I visited
different persons in the branch: the kitchen branch, the organization
for wood in Sweden etc. I visited them and we had a discussion
and they thought it was a great idea! They said: why didn’t anyone do this
before and said: just go – go for it! So I went on and I had
focus groups with women because women are our target group. After the focus groups it was very
important to write everything down in our business plan of which
a big part is about the brand: the brand name and the brand values. For us it is even more important because
we cannot to take a patent on our product because it is so easy to copy and to change,
so we decided to go for a mental patent! We will load our brand name with
the values that we would like to show and that we would like to make
visible in different ways -and that starts in the business plan. Our products are in fact a
feeder business from IKEA –I’m sure you all know who they are –
and our market is where IKEA has its market. IKEA is international and is
operating in all European countries so for us the European Union trade mark
was very natural – a natural choice! We were very happy that we could just go
on-line and fill in one single application – it was very easy, very quick and very cost
effective – to have our brand name registered. Dooor as a trade mark and as business
is newly born! We are so young and we are just learning how to walk. What we are looking for now that
we are growing and expanding is a new partner. What we would like to have from that
partner is competence, capital and contacts. That is our wish for the future.

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