Bodum USA, Incorporated v. La Cafetiere, Incorporated

CourtCourt of Appeals for the Seventh Circuit
DecidedSeptember 2, 2010
Docket09-1892
StatusPublished

This text of Bodum USA, Incorporated v. La Cafetiere, Incorporated (Bodum USA, Incorporated v. La Cafetiere, Incorporated) is published on Counsel Stack Legal Research, covering Court of Appeals for the Seventh Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Bodum USA, Incorporated v. La Cafetiere, Incorporated, (7th Cir. 2010).

Opinion

In the

United States Court of Appeals For the Seventh Circuit

No. 09-1892

B ODUM USA, INC., Plaintiff-Appellant, v.

L A C AFETIÈRE, INC., Defendant-Appellee.

Appeal from the United States District Court for the Northern District of Illinois, Eastern Division. No. 07 C 6302—Matthew F. Kennelly, Judge.

A RGUED S EPTEMBER 11, 2009—D ECIDED S EPTEMBER 2, 2010

Before E ASTERBROOK, Chief Judge, and P OSNER and W OOD , Circuit Judges. E ASTERBROOK, Chief Judge. From the mid-1950s through 1991, Société des Anciens Etablissements Martin S.A. (“Martin”) distributed a successful French-press coffee maker known as the Chambord. A French-press coffee maker (called a cafetière à piston in France) is a carafe in which hot water is mixed with coffee grounds. When the brewing is complete, a mesh screen attached to a rod 2 No. 09-1892

drives the grounds to the bottom of the carafe. Clear coffee then can be poured from the top. In 1991 Bodum Holding purchased all of Martin’s stock. Today subsidi- aries of Bodum Holding sell throughout the world coffee makers that use the Chambord design and name. Martin’s principal investor and manager was Louis- James de Viel Castel, who had other businesses. One of these, the British firm Household Articles Ltd., sold a French-press coffee maker that it called La Cafetière, which closely resembles the Chambord design. Viel Castel wanted to continue Household’s business after Bodum bought Martin. So Viel Castel and Jørgen Jepsen Bodum, the main investor in Bodum Holding, negotiated. An early draft agreement provided that Household could sell the Chambord design in the United Kingdom, but nowhere else. After several rounds of revisions, however, the agreement provided that Household would never sell a French-press coffee maker in France, that it would not use the trade names Chambord or Melior, and that for four years it would not distribute through the im- porters, distributors, or agents that Martin employed during 1990–91. The agreement was signed, and Bodum Holding acquired Martin. La Cafetière, Inc., was incorporated in Illinois in 2006 to serve as the distributor of Household’s products in the United States. One of these is the La Cafetière model, which carries the name “Classic” in this country. To avoid confusion between the corporation (which since 2008 has been one of Household’s subsidiaries) and the product, we refer to the distributor as “Household.” No. 09-1892 3

Household has itself been renamed The Greenfield Group, but we stick with the original name for simplicity. Bodum Holding’s US distributor (Bodum USA, Inc.) filed this suit under federal and state law, contending that the sale of any coffee maker similar to the Chambord design violates Bodum’s common-law trade dress. Trade dress, a distinctive appearance that enables consumers to identify a product’s maker, is a form of trademark. See Two Pesos, Inc. v. Taco Cabana, Inc., 505 U.S. 763 (1992). The Chambord design is not registered as Bodum’s trade- mark, but common-law marks may be enforced under both 15 U.S.C. §1125(a), a part of the Lanham Act, and 815 ILCS 510/2(a). Household contends that the 1991 agree- ment permits it to sell the La Cafetière design anywhere in the world, except France, provided that it does not use the words Chambord or Melior—and Household has never used either of those marks. The district court agreed with this contention and granted summary judg- ment in Household’s favor. 2009 U.S. Dist. L EXIS 25555 (N.D. Ill. Mar. 24, 2009). The Chambord design and the La Cafetière design are indeed similar, and although they are not identical a casual coffee drinker (or purchaser) would have trouble telling them apart. Here are pictures: 4 No. 09-1892

Chambord design, full Chambord design, empty No. 09-1892 5

La Cafetière design, full La Cafetière design, empty

The right-hand version of the La Cafetière design looks closer to the Chambord design because of the domed lid and the ball on the piston. Household calls one design the Classic and the other the Optima; the parties do not make anything of the difference. Bodum assumes that the proprietor of any distinc- tive design has an intellectual-property right in this design, which it alone can sell. That assumption is unwarranted. The Chambord design is distinctive—so much so that Martin received a design patent for it—but the patent expired many years ago. After a patent expires, other firms are free to copy the design to the last detail in order to increase competition and drive down the price 6 No. 09-1892

that consumers pay. See, e.g., Bonito Boats, Inc. v. Thunder Craft Boats, Inc., 489 U.S. 141 (1989); Sears, Roebuck & Co. v. Stiffel Co., 376 U.S. 225 (1964). See also Jay Franco & Sons, Inc. v. Franek, No. 09-2155 (7th Cir. Aug. 11, 2010); Specialized Seating, Inc. v. Greenwich Industries, L.P., No. 07- 1435 (7th Cir. Aug. 11, 2010). A distinctive design may be protected as a trademark only if it has acquired second- ary meaning—that is, if consumers associate the design with a particular manufacturer—and the design’s iden- tifying aspects are not functional. See Wal-Mart Stores, Inc. v. Samara Brothers, Inc., 529 U.S. 205 (2000). Bodum has not produced evidence that the Chambord de- sign has secondary meaning, so that purchasers of a La Cafetière coffee maker think that they are getting one of Bodum’s products. But because Household has not asked us to affirm the district court on this ground, we move on to the contract. Here is the critical language, from Article 4 of the contract: In consideration of the compensation paid to Stockholder [Viel Castel] for the stocks of [Martin,] Stockholder guarantees, limited to the agreed compensation, see Article 2, that he shall not—for a period of four (4) years—be engaged directly or indirectly in any commercial business related to manufacturing or distributing [Martin’s] prod- ucts . . . . . . . Notwithstanding Article 4 [Bodum Holding] agrees that Stockholder through Household . . . can manufacture and distribute any products similar No. 09-1892 7

to [Martin’s] products outside of France. It is expressly understood that Household [ ] is not entitled, directly or indirectly, to any such activity in France, and that Household [ ] further- more is not entitled, directly or indirectly, globally to manufacture and/or distribute coffee- pots under the trade marks and/or brand names of “Melior” and “Chambord,” held by [Martin]. Stockholder agrees that Household [ ] is not enti- tled to use for a period of four (4) years the im- porters, distributors, and agents which [Martin] uses and/or has used the last year. Any violation of these obligations will constitute a breach of Stockholder’s obligation according to Article 4. The parties agree that this is an accurate translation of the French original, and that French substantive law governs its interpretation. The district judge thought that the contract is clear and that Household can sell its La Cafetière outside of France, if it does not use the Chambord or Melior names. Even if the La Cafetière or Classic model is identical to the Chambord model (which it is not, as a glance at the illustrations shows), a thing identical to something else also is “similar” to it. Bodum contends that, under French law, the parties’ intent prevails over the written word.

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