Protecting E-commerce Success: The case of DIV Brands

DIV Brands is a leading direct-to-consumer brand holding company that excels in launching and scaling online offers through performance marketing. The company is dedicated to creating exceptional lifestyle products that cater to the modern consumer's demand for convenience and novel experiences. They expertly blend the science of analytics with the art of copywriting, branding, creativity, and end-to-end business excellence.

Among their successful brands are BÆRSkin, known for its popularity as one of the best-selling hoodies in America, and Hyper Arch Motion, a line of orthopedic sneakers. However, as they continue to expand worldwide, they are increasingly focused on strengthening their brand protection strategies to safeguard their growing global presence from potential threats and infringements.

DIV Brands faced a significant challenge with their BÆRSkin brand. Despite not selling their products on Amazon, because of the platform’s prominence, especially in the US, numerous copycat brands were flooding the marketplace with cheap, poor-quality knock-offs of Baerskin’s hoodies, which not only tarnished the brand’s reputation but also led to customer confusion. 

These counterfeit products often misused Baerskin's brand name and signature taglines such as "tactical hoodie", applying them to inferior designs. This misappropriation polluted search results, making it difficult for customers to find genuine BÆRSkin products, and inflated the costs associated with performance marketing. 

As a result, DIV Brands was looking for a brand protection strategy to combat these issues and preserve the integrity and value of the BÆRSkin brand.

Trama provides DIV Brands with comprehensive monitoring services for domains, advertisements, and the Amazon marketplace. We conduct weekly searches to identify potential threats, and our team carefully assesses and prioritizes the most relevant ones that require immediate action.

However, monitoring is just one aspect of comprehensive brand protection. With our extensive legal expertise, we manage the entire brand lifecycle—from trademark assessment and registration to enforcement.

In the case of BÆRSkin, our team enhanced brand protection by filing trademarks in key markets where the brand operates and submitting numerous takedown requests on Amazon marketplaces, all of which were successful.

“Working with Trama made a huge difference for DIV Brands in protecting the BÆRSkin brand from counterfeit products. Their ability to quickly spot and remove fake listings is impressive, and they offer affordable services that make brand protection more achievable. 

The customer-focused approach they take also makes the whole process feel smooth and tailored to what we need. Overall, the results have been very satisfying, and it's clear that Trama will continue to be a valuable partner moving forward.”