A federal court judge has denied a request from supermarket giant Kroger that sought to prohibit Lidl from using a private brand logo that the former claimed was similar in look and could cause confusion with shoppers.
At issue was a claim by Kroger that Lidl’s “Preferred Selection” private brand was too similar to Kroger’s private label “Private Selection.”
According to a report by the Richmond Times-Dispatch, U.S. District Judge John A. Gibney Jr. said that while the logos in question look “somewhat alike,” he noted that words “private” and “preferred” have different meanings.
Lidl, the Germany-based grocery chain with stores across Europe, is making its first step into the highly competitive U.S. supermarket segment. The company has opened a handful of stores in the Mid-Atlantic region and plans to open more than 100 stores by the summer of 2018. The company’s U.S. headquarters are located in Arlington, VA.