Reima, celebrating 80 years as a children's clothing brand and international growth company, is renowned for its quality and durable products. Berggren has been a partner to Reima for over 20 years, assisting in comprehensive brand protection in the consumer markets. In practice, Berggren manages Reima's trademarks and domain registrations globally while also conducting domain surveillance.
Currently, over half of Reima's revenue comes from digital channels—Reima's own online store operates in over 40 countries, and sales are conducted through various marketplaces and resellers' online stores.
"One of our biggest challenges is that there are quite a few stores claiming to sell genuine Reima products. Especially in this consumer business, we must always be vigilant. We want to ensure that the consumer is not deceived. We ourselves monitor, and Berggren also monitors on our behalf, various sales channels and domains that claim to sell Reima products," explains Nora Malin, Reima’s Chief Commercial Officer.
Nora Malin, Chief Commercial Officer, Reima
Domain monitoring allows us to detect potential brand infringements in real time and react quickly, also maintaining the overall reliability of the brand.
"In the end, it's about whether the consumer can trust Reima. The consumer could lose their money if the site is completely fraudulent. Instead of genuine products, the consumer might also receive copies, which look the same but whose functionalities are not the same. Our products are specifically based on functionality—they are waterproof and durable. If a consumer purchases a product claiming to be a Reima product but is not, our trust can be completely lost," Malin continues.
Trademarks are Reima's most valuable assets
The Finnish parent company owns all Reima trademarks. The management of trademarks has been centralized to a single entity, requiring a partner with experience and expertise in trademark management in the United States, China, and European countries.
"Expertise and diverse experience are the most important things for us. We also value speed. For example, possible copies are such that we need to react immediately, and we need a partner who can help us, whether it's a weekday or holiday," Malin emphasizes.
Reima has a trademark strategy that includes the Reima and Tutta brands. The trademarks are intended to be protected not only in the countries where the products are sold but also in their manufacturing countries.
"Especially in trademark matters, we want to be precise because we believe that the trademark is practically our most valuable asset," Malin says.
Proactive and reliable partner
In addition to trademark and domain monitoring, Berggren has helped Reima in other IP matters. Along with their expertise and understanding of Reima’s business, Berggren is particularly praised for their willingness to serve and reliability.
"Often they remind us, for example, of certain deadlines, maintenance due dates, or renewals. They remind us of everything necessary well in advance. We can always trust that we will receive their advice at the right time," Malin touts.
A long cooperation brings certain benefits. As a result, Berggren knows Reima's operations and work methods well. So well, that the right answers to Reima's possible questions are often found quickly and reliably. Malin also appreciates Berggren's proactiveness and the fact that the cooperation is genuinely enjoyable.
"Our cooperation is not just about them responding to our wishes, but they also provide suggestions on how we should act based on knowing our business. I think expertise involves the ability to see what is relevant to our business. We do not have large legal departments ourselves, but we work with a small team. Therefore, it is very important that we have good partners alongside us," Malin states.
"If we were to hire our own expert, we might need one full-time person. Through Berggren, however, we essentially have access to the entire Berggren team and network. It would be difficult for one person to manage everything that their entire team knows. Each member of the Berggren team provides the help and expertise that we always need for each issue," Malin concludes.
Our client experience story has been independently produced by Kokemuksia.fi. Each story has been approved by the interviewed client, and the company featured has had no opportunity to influence the content of the story.