The original dispute
A small pet care business in Bootle, Merseyside, found itself facing down the fashion giant Hugo Boss over its name. Ben McDonald launched Boss Pets in February 2024, selling wellness products for pets, and in June 2025 filed to register "Boss Pets" as a trade mark. Shortly afterwards, Hugo Boss sent a cease-and-desist letter, arguing the name was too close to its own BOSS trade marks and giving McDonald a matter of days to drop the word "Boss" from the brand.
Hugo Boss maintained it has a responsibility to protect its BOSS and HUGO brands globally, even while accepting that "boss" is a commonly used English word. Francis McEntegart, legal representative for Boss Pets, said at the time he had advised his client not to comply, and that the business would defend its trade mark application against any opposition.
How it was resolved
Rather than heading to a full opposition hearing, the two sides negotiated a settlement. Under the co-existence agreement, Boss Pets keeps its name, with one condition: it does not sell pet clothing or accessories carrying the "Boss" branding. Legal commentary on the case (Hamlins LLP) described this kind of arrangement as "not uncommon when dealing with two similar trade marks owned by companies operating in non-competitive sectors", letting both brands continue trading under their names without interfering in each other’s business.
What it means for other small businesses
The case is a useful reminder for anyone naming a new business: even an everyday English word can trigger a challenge if a large existing brand owns a trade mark that’s close enough, and it can happen well after you’ve already been trading under the name. A co-existence agreement, rather than a costly legal fight, is often the practical outcome when the two businesses aren’t really competing for the same customers — but it usually comes with conditions attached, as Boss Pets found with pet clothing and accessories carved out of what it can sell under its own name.
Looking for other options in the area? Browse pet businesses in Bootle, the wider directory of businesses in Bootle, or pet businesses across the UK.
Sources: MerseyNewsLive; Hamlins LLP.
