Why did Tiffany settle with Costco after a long trademark dispute against Costco’s use of the Tiffany name?

Tiffany & Co. and Costco Wholesale settled an almost decades-long trademark dispute where:

• Costco used the affirmative defense claim that the “Tiffany” name is generic;

• Tiffany & Co. had won at the trial court level on summary judgment; and

• The Second Circuit Court of Appeals ruled that consumers would not have been confused by the Tiffany rings sold at Costco.

 Read about how Tiffany’s long battle against Costco’s use of the name “Tiffany” finally came to an end.