Brands in the home and garden industry face a growing challenge in safeguarding their reputation (and bottom line) from counterfeit products, trademark infringement, and grey market sales. These issues not only affect revenue, but also risk damaging customer trust in a highly competitive market.
Counterfeit products are a growing risk
Counterfeit items – including tools, gardening equipment, and home decor – may mimic the appearance of genuine products. However, they fail to meet the quality and safety standards associated with trusted brands.
These inferior products can break easily or pose safety risks. For example faulty tools may have sharp parts, or fake lawn care products may contain hazardous materials. When unwitting consumers buy fakes, it ultimately tarnishes the reputation of legitimate brands.
By selling counterfeit items at lower prices, bad actors divert sales and mislead consumers, creating long-term challenges for brand credibility.
Taking on the counterfeiters: Üutensil
Automatic pan stirrer company Üutensil has faced off against counterfeiters, who often flood global platforms during prime buying seasons.
With the help of SnapDragon, they were able to gain a more prominent position in listings, resulting in sales being redirected to its official website.
"Over previous festive shopping seasons, SnapDragon has ensured Üutensil's products remain prominent on Amazon and other marketplaces. Their support has bolstered our success, allowing me to focus on other business priorities."
Counterfeits damage reputations
Unauthorised use of trademarks on counterfeit products or misleading domain names is another pressing issue. When trademarks are used without consent, it not only confuses customers but also dilutes the brand’s value. For home and garden companies that rely on their reputation for durability and quality, this infringement undermines years of trust and effort.
Portable pizza oven pioneers, Ooni, faced this problem as infringers used their copyright, design and trademark rights without permission. As well as putting the brand’s reputation and revenue at risk, it also devalued the huge investment they’d put into innovation and securing their intellectual property. SnapDragon has been able to help Ooni detect and address global brand threats for the past three years.
"SnapDragon’s proactivity around Ooni’s brand protection has been pivotal to our strategy, undoubtedly."
Grey market sales: a hidden challenge
Grey market sales (where genuine products are sold by unauthorised distributors) pose a unique threat to the home and garden industry.
While the products may be authentic, these sales often occur without the brand’s consent or oversight, leading to price erosion and loss of control over quality assurance. We explain more about protecting your brand from grey market sales and parallel imports on our blog.
Customers receiving grey market products may miss out on customer support, warranties, or proper usage guidance. Not only does this reflect poorly on the brand, it also raises consumer safety issues.
Brand protection: building a secure future for home and garden products
Counterfeit products and unauthorised sales will continue to challenge the home and garden industry. But by taking proactive measures, brands can protect their reputation, revenue, and customers.
By partnering with SnapDragon, businesses gain a powerful ally in the fight against online threats, ensuring that their products (and their customers) remain safe.
SnapDragon’s solutions are powered by a unique combination of advanced software and deep market understanding. With expertise in tackling counterfeit products, patent design, copyright infringement, grey market sales, and trademark infringements, SnapDragon helps brands maintain their integrity and customer trust across global markets.
To find out how SnapDragon brand protection software can help you, get in touch to arrange your free 15-minute consultation.
