Connect with us
DAPA Banner

Business

Dragons’ Den brand Piddle Patch wins landmark trademark case against rival dog toilet company

Published

on

Dragons’ Den brand Piddle Patch wins landmark trademark case against rival dog toilet company

The eco-friendly pet brand Piddle Patch, which rose to national prominence following an appearance on Dragons’ Den, has won a significant trademark infringement case in the UK courts after a judge ruled that a rival company deliberately attempted to profit from its brand recognition.

District Judge Obodai ruled in favour of Makeality Ltd, the company behind the Piddle Patch brand, in a dispute with City Doggo Ltd and its founder Laurencia Walker-Fooks. The case was heard on the Intellectual Property Enterprise Court (IPEC) small claims track at the High Court.

The judge concluded that the defendants had deliberately attempted to benefit from the Piddle Patch trademark and associated goodwill, stating that their actions were part of a coordinated attempt to exploit the brand’s market presence.

In the written judgement, Judge Obodai said the defendants’ conduct was not accidental but formed part of a “deliberate policy to promote the sign in the relevant market”. He added that “passing off is exactly what she intended when she began her campaign of infringement”.

Piddle Patch was created by entrepreneur Rebecca Sloan, who launched the product as a sustainable alternative to disposable puppy training pads. The product uses real grass to provide an eco-friendly indoor toilet solution for dogs, particularly popular with urban pet owners.

Advertisement

Makeality Ltd registered the Piddle Patch trademark in 2016, establishing legal protection over the brand name and product identity.

Over the following years the business built strong brand recognition through a growing subscriber base, endorsements from celebrity veterinarians and dog trainers, and media coverage across national press outlets.

The company’s profile rose significantly in 2022 after appearing on BBC’s Dragons’ Den, where Sloan received an investment offer from entrepreneur and investor Steven Bartlett. The appearance helped propel the brand into the national spotlight and strengthened its commercial position in the pet care market.

Court documents revealed that Laurencia Walker-Fooks, the founder of City Doggo Ltd, had previously been a long-term customer of Piddle Patch.

Advertisement

During the Covid-19 pandemic she reportedly approached Sloan with an offer to acquire the company. Negotiations did not proceed after Sloan ultimately declined the proposal.

Shortly afterwards, City Doggo Ltd was incorporated and began trading in November 2020, entering the same market for dog toilet products.

The court heard evidence that the rival company subsequently used the Piddle Patch name extensively across its digital marketing channels, including website content, search engine optimisation tags and social media posts.

Evidence presented in court showed that the Piddle Patch trademark appeared in numerous areas of the City Doggo website.

Advertisement

These included product titles such as “SHOP: Piddle Patch”, as well as keyword metadata, alt tags and landing page descriptions designed to attract search engine traffic.

The trademark also appeared in hidden text on the website, including phrases such as “Piddle Patch Dragons Den”, which the court heard were intended to capture search traffic generated by the brand’s television exposure.

Additionally, City Doggo registered the domains piddlepatch.info and piddlepatch.shop, both of which directed users to its own website.

The trademark was also used as a hashtag across social media platforms including Facebook, Instagram and TikTok, further increasing the likelihood that consumers searching for Piddle Patch would encounter City Doggo’s products.

Advertisement

The judge concluded that these actions were a calculated attempt to benefit commercially from the existing brand reputation built by Makeality Ltd.

Makeality Ltd argued that City Doggo’s activities caused a measurable decline in traffic to the Piddle Patch website.

The court accepted that the rival company’s online marketing strategy had successfully positioned its website alongside the genuine brand in search engine results.

Judge Obodai noted that this outcome was intentional, commenting that the activity “had the desired effect” because City Doggo’s website appeared alongside the claimant’s when consumers searched for the Piddle Patch name.

Advertisement

The defendants had argued that the alleged infringements were too small or insignificant to be legally actionable, describing them as “de minimis”.

However, the court rejected this defence, ruling that the actions were deliberate and commercially motivated.

During the proceedings Walker-Fooks described City Doggo as a “sideline” business and suggested she lacked experience in intellectual property matters.

The judge rejected this characterisation, stating he did not believe her portrayal of limited business knowledge.

Advertisement

Judge Obodai noted that Walker-Fooks had a background in financial services and held senior roles in the investment sector, including serving as Vice President of Macro at Lighthouse Investment Partners between 2022 and 2025 before becoming Chief Operating Officer at hedge fund Anahata Capital Management LLC in October 2025.

The court found that she had sufficient commercial understanding to recognise the implications of using the Piddle Patch trademark in her marketing.

While the court ruled in favour of Makeality Ltd on trademark infringement and passing-off claims, the amount of financial compensation has not yet been determined.

The case will now proceed to a separate quantum trial, which will establish the level of damages owed to the Piddle Patch brand.

Advertisement

The court also considered requests for an injunction preventing further use of the trademark.

Following the ruling, Piddle Patch founder Rebecca Sloan welcomed the outcome and said the judgement vindicated the company’s efforts to protect its intellectual property.

“We are very happy with the result,” Sloan said.

She added that the case had required extensive preparation and thanked her legal team for their work during the proceedings.

Advertisement

“I’d like to thank our direct access barrister Christy Rogers, who worked tirelessly to help us make our case to the Court. This was by no means a straightforward process.”

The ruling is likely to attract attention among UK entrepreneurs and intellectual property specialists because it highlights how trademarks can be exploited through digital marketing techniques.

The case illustrates how search engine optimisation, domain registration and social media tagging can be used to redirect online traffic and potentially mislead consumers.

Legal experts say the judgement reinforces the principle that digital marketing tactics designed to exploit a rival’s brand reputation can constitute trademark infringement and passing off.

Advertisement

For small businesses and start-ups, particularly those building strong online brands, the case underscores the importance of securing and defending intellectual property rights as businesses scale.

With the Piddle Patch brand continuing to expand following its national exposure on Dragons’ Den, the ruling represents a significant legal victory for the company and a warning to competitors seeking to capitalise on established brand names.


Jamie Young

Jamie Young

Jamie is Senior Reporter at Business Matters, bringing over a decade of experience in UK SME business reporting.
Jamie holds a degree in Business Administration and regularly participates in industry conferences and workshops.

When not reporting on the latest business developments, Jamie is passionate about mentoring up-and-coming journalists and entrepreneurs to inspire the next generation of business leaders.

Advertisement

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Business

Oil Sets The Price, Crypto Waits For The Signal

Published

on

Oil Sets The Price, Crypto Waits For The Signal

Oil Sets The Price, Crypto Waits For The Signal

Continue Reading

Business

Midcap mayhem! 10 stocks that plunged up to 29% in March. How many do you own?

Published

on

The Economic Times

Midcap stocks saw sharp declines in March as rising crude prices, geopolitical tensions and continued FII outflows dragged markets lower, with the Nifty falling over 11%. This list highlights 10 worst-performing midcaps, with losses of up to 29%, reflecting broad-based selling pressure across sectors during a volatile period.

Continue Reading

Business

Market Brief: Silver’s Physical Tightness Is A Bullish Signal

Published

on

Market Brief: Silver's Physical Tightness Is A Bullish Signal

Silver bars 1000 grams pure Silver,business investment and wealth concept.wealth of Silver,3d rendering

Oselote/iStock via Getty Images

COMEX (US) silver’s registered inventory has fallen to 13-14% coverage of outstanding open interest, while March 2026 delivery was unusually high and SHFE (Shanghai) futures now trade at a 12% premium to COMEX, together signaling extreme tightness that creates upside pressure on silver

Continue Reading

Business

FX markets muted as traders watch Iran war updates, wait for jobs data

Published

on


FX markets muted as traders watch Iran war updates, wait for jobs data

Continue Reading

Business

INNOVATE Stock Q4: MediBeacon Sale Could Be Only Saving Grace, Downgrade To Sell (VATE)

Published

on

INNOVATE Stock Q4: MediBeacon Sale Could Be Only Saving Grace, Downgrade To Sell (VATE)

This article was written by

A freight forwarding professional with over 20 years in the industry, I am an enthusiastic market participant with a flair for picking gems from the general rubble. My industry experience has given me insights into human behavior, investment psychology, and the need to make money work for you instead of against you. My ideas on investing are often contrarian, and the level of due diligence I apply to each of my research projects give my audience the right information at the right time.

Analyst’s Disclosure: I/we have no stock, option or similar derivative position in any of the companies mentioned, and no plans to initiate any such positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.

Advertisement
Continue Reading

Business

NBA Investigating Bucks After Giannis Antetokounmpo Insists He’s Healthy and Ready to Play

Published

on

Cooper Flagg

The NBA has launched an investigation into the Milwaukee Bucks for their handling of superstar Giannis Antetokounmpo’s injury status and potential violations of the league’s player participation policy, after the two-time MVP publicly stated he is healthy and wants to play while the team continues to hold him out.

Milwaukee Bucks star forward Giannis Antetokounmpo goes up for a shot past Phoenix's Deandre Ayton in Tuesday's sixth game of the NBA Finals, in which the Greek star scored 50 points to power the Bucks over the Suns to win their first title since 1971

ESPN’s Shams Charania reported Friday that the league is examining inconsistent statements regarding Antetokounmpo’s health. The Bucks have listed the 31-year-old forward as out for the past 10 games with a left knee hyperextension and bone bruise suffered March 15 against the Indiana Pacers. Antetokounmpo, however, has told investigators he is ready to return and the team will not medically clear him, sources said.

Antetokounmpo addressed the situation directly before Friday’s game against the Boston Celtics, expressing frustration and questioning his relationship with the organization. “You know who you are dealing with,” he told reporters. He added that he has never seen a player of his caliber publicly state he wants to play while being sidelined, and welcomed the NBA’s probe. “There should be” an investigation, he said, according to multiple accounts.

The conflict comes as the Bucks, already eliminated from playoff contention and headed for their first missed postseason since 2016, sit near the bottom of the Eastern Conference. Antetokounmpo has appeared in only 36 games this season due to multiple injuries, including a lengthy calf issue earlier in the year.

The National Basketball Players Association previously criticized the Bucks in late March, asserting that Antetokounmpo is healthy and ready to play. The union suggested the team might be engaging in tanking to improve lottery odds, stating the player participation policy exists to ensure stars like Antetokounmpo are on the court when able. “Anti-tanking policies are only as effective as their enforcement,” the NBPA said.

Advertisement

Bucks coach Doc Rivers had maintained that Antetokounmpo is “progressing” but “just not healthy,” pushing back against the union’s claims in late March. Team officials have told league investigators they do not believe he is ready and that he actually wants to play, creating the conflicting narratives now under review.

The NBA has interviewed Antetokounmpo’s representatives, the Bucks and team doctors as part of the probe, sources told Charania and The Athletic. The investigation focuses on whether the franchise violated rules requiring teams to make healthy players available, particularly as the season winds down with no playoff implications.

Antetokounmpo’s public comments Friday marked a notable escalation. He described the situation as feeling like “a slap in the face” and suggested uncertainty about the future of his relationship with the Bucks. “I just don’t want to be part of it,” he said in one account, raising questions about his long-term commitment to the franchise amid ongoing injury concerns and the team’s direction.

The Greek Freak has averaged 27.6 points, 9.8 rebounds and 5.4 assists in his limited action this season while shooting a career-high 62.4% from the field. His absence has contributed to Milwaukee’s struggles, though the team has leaned on other veterans in recent games.

Advertisement

League rules prohibit teams from resting healthy players for non-injury reasons, especially in the context of the new collective bargaining agreement’s emphasis on player availability. Similar investigations have targeted other franchises in recent years over load management and tanking concerns.

The Bucks have not issued a detailed public response to the latest reports beyond standard injury updates listing Antetokounmpo as out. The organization has emphasized caution with the star’s health after a season marked by multiple lower-body setbacks, including groin, calf and now knee issues.

Antetokounmpo’s desire to play contrasts with the team’s apparent preference to shut him down for the remainder of the regular season, which ends in mid-April. With the Bucks out of contention, some observers speculate the front office prioritizes preserving his long-term health and potentially positioning for a higher draft pick or future roster moves.

The situation has drawn widespread attention across the NBA. Fans, analysts and former players have weighed in on social media, with many expressing surprise at the public rift between a franchise cornerstone and his team. Antetokounmpo signed a contract extension in recent years and has been the face of the Bucks since being drafted in 2013, leading them to the 2021 NBA championship.

Advertisement

The timing of the investigation adds pressure as the league office seeks to enforce participation rules uniformly. Outcomes of similar probes in the past have included fines, though more severe penalties are rare unless clear violations are proven.

As of Saturday, April 4, Antetokounmpo remained sidelined for upcoming games, with no updated timetable for his return. The NBA has not commented publicly on the investigation’s progress or potential timeline for resolution.

The episode highlights broader tensions in the modern NBA between player health, competitive integrity and strategic decision-making in a 82-game season. Stars often battle through injuries, but teams increasingly err on the side of caution, sometimes creating friction when a player feels ready.

For the Bucks, the drama unfolds against a backdrop of a disappointing season and questions about the roster’s future direction. Whether Antetokounmpo returns before the season ends — or at all — remains uncertain amid the ongoing probe.

Advertisement

The Greek Freak’s comments Friday suggested he is eager to contribute while he can, emphasizing his competitive drive even in a lost season. “I want to f—ing play,” he said, underscoring the disconnect with the team’s medical and organizational stance.

League officials are expected to continue gathering information in the coming days. Any findings could influence not only the Bucks but also set precedents for how teams manage star players down the stretch of disappointing campaigns.

Antetokounmpo has not elaborated further since his pregame remarks, focusing instead on his personal preparation. The situation adds another layer of uncertainty to what has already been a challenging year for the franchise and its franchise player.

As the regular season concludes, all eyes remain on Milwaukee to see how the investigation unfolds and whether Antetokounmpo makes a late appearance. For now, the public disagreement and league scrutiny have thrust the Bucks into the spotlight for reasons far removed from on-court performance.

Advertisement
Continue Reading

Business

IMF backs gradual BOJ rate hikes as Iran war and weak Yen fuel inflation risks

Published

on


IMF backs gradual BOJ rate hikes as Iran war and weak Yen fuel inflation risks

Continue Reading

Business

UK charges three men with arson over attack on Jewish community ambulances

Published

on

UK charges three men with arson over attack on Jewish community ambulances


UK charges three men with arson over attack on Jewish community ambulances

Continue Reading

Business

Silver drags commodity ETFs down up to 15% in March. What next for investors?

Published

on

The Economic Times

Commodity ETFs declined up to 15% in March, led by sharp losses in silver ETFs amid rising oil prices, geopolitical tensions and tightening liquidity. Gold ETFs also fell as stronger dollar dynamics weighed on prices. The outlook now hinges on inflation trends, liquidity conditions and central bank actions globally.

Continue Reading

Business

Barclays sees limited steel impact from Iran strikes, flags China reliance

Published

on


Barclays sees limited steel impact from Iran strikes, flags China reliance

Continue Reading

Trending

Copyright © 2025