To force the world’s biggest retailer to stop using the Jetblack name for its personal shopping service, JetBlue Airways has sued Walmart Inc. over trademark infringement.
The airline said the name is a “transparent attempt” by the retailer to take advantage of the goodwill of the firm, and would probably cause “significant consumer confusion” with the service’s United States expansion, Reuters reported.
Randy Hargrove, a spokesperson for Walmart, said per the report, “We respect the intellectual property rights of others. We take this issue seriously, and once we are served with the complaint will respond appropriately with the court.”
The airline also noted that the retailer intended more infringements through the use of other names that include “jet,” including colors like Jetsilver and Jetgold, while getting closer to its core business through travel services. At the same time, the complaint noted that JetBlue has 43 federal trademark registrations dating back to before the company started offering transportation services. The company is now one of the biggest airlines in the United States.
According to Reuters, “JetBlue and its lawyers did not immediately respond on Monday to requests for comment.”
Last May, Walmart announced it was rolling out a same-day delivery service with a twist: Shoppers would be able to text their orders to the retailer. The new service, dubbed Jetblack, would enable customers to not only order from Walmart.com, but also from the websites of rival retailers.
Jetblack, according to reports at the time, came care of Walmart’s internal Store No. 8. startup incubator. Jenny Fleiss, co-founder and chief executive of Jetblack, said at the time, “The goal is to think about game-changing technologies that will change the way people shop.” Fleiss, a known eCommerce commodity, is the co-founder of popular online fashion website Rent The Runway.