Bulgari Sues Online Sellers Over Alleged Counterfeit Goods

Luxury jewelry and accessories brand Bulgari filed a trademark infringement complaint on October 8, 2026, in the U.S. District Court for the Northern District of Illinois. The suit targets multiple online sellers and unincorporated associations listed in an accompanying Schedule A, alleging unauthorized use of Bulgari’s registered trademarks on counterfeit goods.

The complaint asserts claims under the Lanham Act for trademark infringement and counterfeiting as well as false designation of origin. Bulgari alleges that the defendants operate sophisticated online storefronts that mimic authorized retailers, use search optimization tactics to attract customers searching for genuine products, and ship to U.S. consumers while concealing their identities through multiple seller aliases.

The company seeks temporary, preliminary, and permanent injunctions, orders directing online marketplaces to disable infringing listings, and monetary relief including profits, damages, and statutory damages of up to $2 million per willful counterfeit mark use. It also requests attorneys’ fees and costs.

The filings identify numerous U.S. trademark registrations covering the BULGARI and BVLGARI names, along with product-line marks such as B.ZERO1, SERPENTI, DIVAS’ DREAM, and FIOREVER. The action follows a pattern of Schedule A litigation used by brand owners to address online counterfeiting at scale.

At this stage the allegations remain unproven, and the defendants have not yet responded in court.

Sources: https://stockmanporopat.com/blog/bulgari-trademark-lawsuit https://www.bwlegalworld.com/article/delhi-hc-grants-interim-relief-to-zepto-in-trademark-infringement-orders-takedown-of-fake-websites-569840