Alo Yoga's appeal against Alo Jewelry's China trademark rights rejected

The China National Intellectual Property Administration (CNIPA) has rejected a non-use cancellation action brought by Alo Yoga against the Chinese trademark registrations for jewelry held by Alo jewelry CZ, s.r.o., the Prague-based jeweller announced on Tuesday.

The ruling follows an appeal filed by Alo, LLC — the company behind the Alo Yoga brand — against an earlier decision that had already confirmed Alo jewelry's trademark rights in China. In its decision of June 26, CNIPA concluded that Alo jewelry had provided sufficient evidence of use of the Alo trademark in China, and the appeal was rejected. The authority found clear and convincing evidence that the mark had been continuously maintained and properly used through commercial sales of jewelry, including rings and necklaces bearing the Alo mark, during the relevant period. The disputed trademark remains valid and protected.

"We greatly appreciate that, after a thorough review of all the evidence, CNIPA confirmed the validity of our Alo trademark rights. This decision not only confirms our trademark rights but also ensures the continuity of our business activities in China. It strengthens the value of our brand that we have been developing for more than three decades," said Ivo Weber, a representative of Alo jewelry.

Alo jewelry has designed, manufactured and sold premium jewelry under the Alo name for more than thirty years, operating stores in Central and Eastern Europe alongside an international online business.

The China decision is one front in a dispute that has spread across several jurisdictions. Alo Yoga filed a motion received on February 10 at the European Union Intellectual Property Office to cancel another Alo jewelry trademark, and shortly afterwards applied for direct trademark registrations covering jewelry in Germany, Ireland, Italy, France, Benelux and Spain. Alo jewelry responded with actions in China and the UK, and filed an application at the EUIPO in May 2026.

The Los Angeles-based activewear label has been active on the enforcement front more broadly as it moves upmarket. Days before launching its first leather handbag collection last September, Alo filed a series of trademark infringement suits in the US District Court for the Central District of California against businesses and individuals it accused of trafficking in counterfeit merchandise. In January, it sued a Colorado entity it alleged had been created to impersonate the brand and take control of its trademarks, seeking a permanent injunction, dissolution of the entity and damages.

The China ruling also lands against a shifting backdrop for non-use cancellations. CNIPA received 18,008 applications for review of non-use cancellation in 2025, up from 17,394 in 2024, with the number of first-stage actions higher still. Practitioners have observed a shift since early 2025 toward stricter requirements for initiating such proceedings.

"A brand is built and nurtured over time. Trademarks protect that value, created through long-term effort, investment, and the trust of customers. Alo jewelry will continue to vigorously defend its intellectual property rights using all available means," Weber added.