Whaleco Inc. v. Shein Technology LLC

District Court, District of Columbia·Decided September 30, 2025·No. Civil Action No. 2023-3706·Published

Opinion

UNITED STATES DISTRICT COURT FOR THE DISTRICT OF COLUMBIA

WHALECO INC.,

Plaintiff,

v. Civil Action No. 23-3706 (TJK)

SHEIN TECHNOLOGY LLC et al.,

Defendants.

MEMORANDUM OPINION

The parties in this case are online marketplaces that offer “ultra-fast fashion” products for

sale. Temu, a newcomer to the market, accuses Shein of engaging in an intricate scheme to disrupt

its business and slow its growth in the United States. Shein has mainly done so, Temu claims, by

abusing American intellectual property law and foreclosing Temu’s access to a limited pool of

specialized Chinese suppliers necessary to compete in the market. Temu also says Shein stole

valuable commercial and financial information and has begun mimicking aspects of Temu’s plat-

form that contribute to its popularity. To stop all that, Temu sued Shein and its subsidiary, Shein

Technology LLC, for various claims under federal and District of Columbia law. Both Defendants

move to dismiss, and Temu opposes. For the reason explained, the Court will dismiss Temu’s

claims for trade secret misappropriation, antitrust violations, tortious interference, and abuse of

process, but it will permit its claims for violating the Digital Millenium Copyright Act, copyright

and trade dress infringement, fraud on the U.S. Copyright Office, and unfair competition to pro-

ceed. The Court will, however, dismiss Shein’s subsidiary as a defendant because Temu has at-

tributed no conduct specifically to it. I. Background

A. Factual Background

Temu and Shein are rival e-commerce marketplaces offering “ultra-fast fashion” products

mostly sold by third-party suppliers based in China.1 Whereas fast-fashion companies like H&M

and Zara offer new styles roughly every 100 days, Temu and Shein do so “effectively on a daily

basis”—thus “ultra-fast” or “on-demand” fashion. ECF No. 1 (“Compl.”) ¶¶ 133–34, 137. This

nascent direct-to-consumer model offers highly expedited design-to-production times, ideal for

those seeking a budget-friendly “quick refresh” of their wardrobe. Id. ¶¶ 134, 137. Temu and

Shein both rely “on a highly tech-enabled supply chain” with “a limited pool of” about 10,000

“independent clothing makers that can create and deliver products on demand,” id. ¶¶ 28, 135, and

both permit suppliers to market and sell that day’s apparel trend through their websites and mobile

apps. See id. ¶¶ 109, 139, 141, 219.

Temu alleges it entered the U.S. market in 2022, when Shein was by far the largest player

with more than 75% of U.S. market share. Compl. ¶¶ 24, 139. Its entry, according to Temu, shook

up the status quo. After a little over a year, it had served about thirty million daily users and had

“become a household name in American retail.” ¶¶ 137, 187–88. Much of that quick customer

growth Temu attributes to its playful shopping experience and unique marketing strategy. Id.

¶¶ 173, 188. Its “rewards-based customer acquisition” strategy invites users to play interactive

1 The complaint lumps together Roadget Business Pte. Ltd. and Shein Technology LLC as “Shein” and directs its allegations at “Shein” or “Defendants.” ECF No. 1 (“Compl.”) p.5. Roadget is a private company organized under the laws of Singapore that owns and operates the website https://us.shein.com and the corresponding mobile application; it also owns Shein’s trade- marks and other assets. Id. ¶¶ 26, 121. Most of its employees and the bulk of its operations are in China. Id. ¶ 123. Shein Technology LLC is one of Roadget’s indirect, wholly owned subsidiaries. Id. ¶ 25. The Court will refer to Roadget as “Shein” and to Shein Technology LLC as “Shein Technology.” In addition, the parties refer to Plaintiff WhaleCo Inc. as “Temu,” so the Court will do so too. See ECF No. 53-1 at 14; ECF No. 52-1 at 5; ECF No. 1 at 5.

2 games, which Temu has copyrighted, to accumulate rewards and discounts. Id. ¶¶ 178, 188. Its

gamified website and mobile app, which feature “an alluring combination of Temu’s signature

orange color palette and graphic design elements . . . that evoke the whimsy of arcade games,”

keep customers engaged while they peruse the millions of product images displayed there. Id.

¶¶ 137, 178, 193. Indeed, “tens of millions of people” allegedly now use Temu’s website and app

“each day,” and its sales have “skyrocket[ed].” Id. ¶¶ 199–200.

Threatened by Temu’s rise, Shein allegedly “hatched a desperate plan” to disrupt Temu’s

operations and slow its growth in the United States. Id. ¶¶ 3, 5. That scheme, Temu says, runs the

gamut from abusing the Digital Millenium Copyright Act (“DMCA”), copying Temu’s intellectual

property, stealing its confidential information, and tying up Chinese suppliers through exclusive-

dealing agreements and intimidation, to filing dubious infringement lawsuits and defrauding the

U.S. Copyright Office. Id. ¶ 5.

Soon after Temu entered the U.S. market, Shein allegedly began inundating it with thou-

sands of DMCA takedown notices asserting that product images on Temu’s site are infringing

copyrights owned by Shein or someone who authorized Shein to act on its behalf. Id. ¶¶ 35, 37.

Temu’s U.S. site hosts over three million products, displays more than eighty million product im-

ages, and adds about 100,000 new images each day. Id. ¶ 37. Judged against that volume, Temu

states, the number of takedown requests it receives each day—170 on average—is relatively small.

Id. But most of them—63%—allegedly come from Shein. Id. To shield itself from liability,

Temu must investigate and remove the affected listings, meaning Temu’s sellers—who allegedly

don’t submit counter-notices in part because they fear Shein’s retaliation—lose profits. Id. ¶¶ 35,

88, 95–96.

Yet according to Temu, Shein’s DMCA campaign is a sham on many fronts. To begin,

3 Shein allegedly sends thousands of DMCA notices falsely claiming that it is the copyright owner

or licensee of the images. Compl. ¶¶ 74–75. Shein also purports to act on behalf of its suppliers,

even though it allegedly “knows that many of the[m] . . . do not own the copyrights in the images.”

Id. ¶ 76. In one instance, Temu recounts, Shein sent a DMCA notice to a Temu seller on behalf

of a Shein supplier even though the Temu seller owned the copyright to the image, and Shein did

not investigate whether it had the rights it asserted until after the seller sued Shein. Id. ¶ 78. That

is no isolated instance, says Temu; many of its merchants have complained about such false no-

tices. Id.

Shein allegedly also sends takedown notices for product images unrelated to the asserted

copyrighted images. Compl. ¶ 80. For instance, Shein sent two DMCA notices accusing 700

product listings of infringing Shein’s copyrighted images, 448 of which linked to an image of a

shoulder bag posted by a Temu seller. Id. ¶ 81. But the links to Shein’s website, purportedly

showing the copyrighted works that the image infringed on, included everything from hairclips

and jumpsuits to dresses and nail kits—just no shoulder bag. See id. On top of that, Temu alleges,

Shein “then disabled many of the 448 links to unrelated products, destroying evidence and frus-

trating Temu’s ability to confront Shein for its baseless accusations.” Id. ¶ 82. Deploying a closely

related tactic, Shein allegedly also sends troves of notices claiming copyright infringement where

the only similarity between Temu’s and Shein’s listing is the underlying product—which is not

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