Christian Dior Sues Café Dior for $2 Million Over Trademark Infringement

Café Dior

On April 9, 2024, Christian Dior Couture filed a complaint in the U.S. District Court for the District of Massachusetts against Café Dior, a café operating in Springfield, Massachusetts. The luxury fashion brand alleged that the café had wilfully infringed upon its trademarks by using a name strikingly similar to its own and ignoring numerous cease-and-desist letters. Christian Dior Couture asserted that Café Dior had unjustly profited from its renowned fame and goodwill while positioning itself as a provider of a luxurious café experience. The legal documents also named Gissel Santiago, the café’s owner, as a defendant in the lawsuit.

The complaint highlighted that Christian Dior operated its own establishment, the Dior Café, and claimed that Café Dior unlawfully utilized its trademarks, including its business name. It further alleged that the café improperly incorporated elements of the luxury brand’s logo in its marketing efforts, thereby unfairly appropriating its sophisticated brand image. Although Café Dior’s opening was initially celebrated, the café later shuttered its doors, citing the financial strain of litigation against the global fashion conglomerate.

In pursuit of remedies, Christian Dior Couture sought $2 million in damages from the small establishment. In response, Santiago’s attorneys argued that the Dior trademark had entered the realm of generic usage. They also noted that Santiago’s daughter bears the name Dior, which they claimed supported their case. However, images still available online suggested that the café heavily leveraged the luxury brand’s image and likeness.

By November 2024, the parties reached a settlement. Café Dior agreed to cease using the name, resolving the trademark infringement lawsuit. The terms of the settlement remain undisclosed, but as of January 2025, the café’s online designation indicates it is only temporarily closed. This outcome raises questions about additional steps Santiago should consider, such as officially listing the café as permanently closed, to prevent further confusion and avoid future disputes.

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