Hydro Flask, known for its insulated stainless steel flasks, said it has completed a filing with the U.S. International Trade Commission (ITC) to combat what it said is widespread unlawful import of counterfeit Hydro Flask products into the United States.
The filing, company officials said, is part of a multifaceted strategy to enforce its intellectual property and expand its brand protection initiatives.
“Hydro Flask is widely recognized for its high quality, durability and performance,” said Larry Witt, president of Helen of Troy’s Housewares division. “We are proud to take this measure to help ensure our consumers receive legitimate, high-quality Hydro Flask products that deliver the authentic experience the brand represents. We are taking a stand against online platforms, importers, and sellers that are complicit in facilitating the sales of counterfeit Hydro Flask products.”
A number of product suppliers in the kitchenware segment have long voiced their concerns about counterfeit products sold through leading online retailers.
Counterfeit products are items made to look like branded-products and even carry the brand name. But most times, the product’s quality is inferior and consumers, thinking they have purchased a non-counterfeit product, seeking restitution from the brand in question.
“The proliferation of counterfeit goods in the market has exploded over the last few years for nearly all brands, including Hydro Flask, said Witt. “Hydro Flask’s ITC filing represents an important step of our proactive brand protection strategy. The message is clear: we aim to stop the rampant and egregious violation of our intellectual property at every level.”