Information;Judgment — ECLI:EU:T:2026:51
Date: 2026-01-28
Language of the case: English
Court formation: Eighth Chamber
Procedure: Action for annulment
Origin: Greece

Judgment of the General Court (Eighth Chamber) of 28 January 2026 – Ella Hotels and Resorts v EUIPO Hachette Filipacchi Presse (ELLA HOTELS AND RESORTS) (Case T‑245/25) ( EU trade mark – Opposition proceedings – Application for EU word mark ELLA HOTELS AND RESORTS – Earlier EU figurative mark ELLE – Relative ground for refusal – Detriment to repute – Article 8(5) of Regulation (EU) 2017/1001 – Taking unfair advantage of the distinctive character or the repute of the earlier mark – Lack of due cause ) 1. EU trade mark – Appeals procedure – Action before the EU judicature – Jurisdiction of the General Court – Alteration of a decision of EUIPO – Assessment in the light of the powers conferred on the Board of Appeal (European Parliament and Council Regulation 2017/1001, Art. 72(3)) (see paragraph 16) 2. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Conditions – Taking unfair advantage of the distinctive character or repute of the earlier mark – Detriment to the distinctive character or repute of the earlier mark – Criteria for assessment (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 21, 22, 101, 102, 105) 3. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Conditions – Taking unfair advantage of the distinctive character or repute of the earlier mark – Detriment to the distinctive character or repute of the earlier mark – Relevant public (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 31, 32, 35, 36) 4. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Word mark ELLA HOTELS AND RESORTS and figurative mark ELLE (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 33, 38-40, 55, 64, 73-76, 89, 95, 96, 108-110, 119-123) 5. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Conditions – Link between the marks – Criteria for assessment (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 42, 43, 59, 82, 83, 94) 6. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Conditions – Reputation of the mark in the Member State or in the European Union – Concept – Criteria for assessment (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 48, 54) 7. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Conditions – Similarity between the marks concerned – Whether conceptual differences may neutralise visual or phonetic similarities – Conditions (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 68, 69, 71, 72) 8. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Proof to be adduced by proprietor – Future, non-hypothetical risk of unfair advantage or detriment (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraph 106) 9. EU trade mark – Definition and acquisition of the EU trade mark – Relative grounds for refusal – Opposition by the proprietor of an earlier identical or similar mark enjoying a reputation – Extension of protection of the earlier mark with a reputation to dissimilar goods or services – Use without due cause of the trade mark applied for – Criteria for assessment (European Parliament and Council Regulation 2017/1001, Art. 8(5)) (see paragraphs 115-117) Operative part The Court: 1. Dismisses the action; 2. Orders Ella Hotels and Resorts monoprosopi AE to bear its own costs and to pay those incurred by Hachette Filipacchi Presse in the course of the proceedings before the General Court; 3. Orders the European Union Intellectual Property Office (EUIPO) to bear its own costs.