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Lifestyle guru sows place brand fears

Lifestyle guru sows place brand fears

Homemaking queen and entrepreneur, Martha Stewart, has angered residents of her New York State hometown with a plan to trademark its name for use on her new furniture line, it emerged on 22 January. Many of Stewart’s neighbours are concerned with the move, some even suggesting that the name, Katonah, may be forbidden from use on local shop signs that have stood for decades. One such business – Katonah Architectural Hardware – could be particularly affected as it works in the same goods class as Stewart’s line.

Sam Rogers, owner of the Katonah Wine and Liquor Store, said: ‘I don't think the word “Katonah” should be trademarked. I don't think that someone should actually own the word.’

Vice president of the Katonah Historical Museum, Deirdre Courtney-Batson, said: ‘It's our town. I don't understand all the legal implications … but, right now, I'm very uncomfortable with it.’

The heaviest criticism came from William O'Neill of the Katonah Village Improvement Society (KVIS): ‘We don't think it's a good idea for her to assert trademark rights over a name that's been in use as a place name since 1852.’

O’Neill’s KVIS colleague, Terrence McAllister, said: ‘I think the next stage will be for us to look at the issue and maybe put together some form of communication to Ms Stewart or her representatives and put forward our position. Hopefully, that opens the door for resolution.’

The Katonah trademark application was filed by Martha Stewart Living Omnimedia in October 2005, but not published for opposition until December 2006. Company spokeswoman, Diana Pearson, said that ‘number one, [Martha] loves Katonah [and] number two, seeks to honor the town and hamlet by using the word Katonah.’ Stewart acquired her estate there in late 2000. The 152-acre site includes five houses and over 100 acres of undeveloped meadows.

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