J. Crew Group Registers J. Crew Mercantile Name

The company could use it to launch new stores or products with lower prices.

MAYBE, MAYBE NOT: J. Crew Group Inc. has registered the J. Crew Mercantile name and could use it to launch new stores or products with lower prices. “It’s too preliminary to discuss the subject,” said J. Crew spokeswoman Margot Fooshee.

Others noted that J. Crew may or may not move forward with J. Crew Mercantile and that creative companies, in retail, fashion or otherwise, typically come up with names that could be applied to different businesses, and get them trademarked for potential businesses. J. Crew trademarked the J. Crew Mercantile name in November for a variety of categories and services, including jewelry, fashion and travel accessories, umbrellas and backpacks. The Wall Street Journal first reported J. Crew owned the name.

This story first appeared in the May 2, 2014 issue of WWD.  Subscribe Today.

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