Again, I’m indebted to Tim Wallace from KBB in the UK for this article posted on their site recently. Tim Leedman is MD of Hettich in the UK and whilst this article describes the difficulties faced by copycat product – it seems to me that if you change “hinge” or “drawer” for “design” – the same applies!
“Hettich took steps to protect its intellectual property rights at Interzum this year. The Cologne Criminal Investigation Department was called in, as were patent agents. There were confiscations from stands and prosecutions as a result. Hinges were the main target.
Imitation may be the sincerest form of flattery, but theft is theft, whether it is of an item, idea or technique. To deal with the crime of property right infringement is a priority for us, just as it should be for the wider industry if it wishes to see innovation flourish and reputations remain intact.
Infringement of property rights in the KBB sector is certainly an increasing problem. In the past five years we have seen a distinct rise in the number of cheap imports, mainly from the Far East. Never was the phrase “beware of cheap imitations” more apt than it is today.
Those who purchase products which contravene property rights might say that it is up to manufacturers to safeguard their innovations and that they should be free to buy on price if they so choose.
Firstly I would assert that we, along with many manufacturers who supply the KBB industry, vigorously patent and take action against those who flout our patents. To safeguard the products developed and the financial resources invested in them, Hettich Group takes legal action against property right infringements all the time on a world-wide basis. This is already preventing many counterfeit products from reaching our shores.
But secondly, I believe that users of second-rate copies take a considerable risk in terms of their reputation. The attributes of a quality product are a direct result of the manufacturing process and rigorous testing behind it, which cannot be replicated. In our case, a soft-close hinge only operates in a certain way, and continues to operate over time, because of the way it is made. To look the part is one thing, to be the part is quite another.
If a kitchen, bathroom or fitted bedroom fails to perform, the customer will not single out the supplier of an individual component for blame. Rather, they will attribute the problem to the retailer or kitchen brand they associate with their purchase. The danger to reputation, particularly in the age of social media, should not be underestimated, let alone the cost of fixing the problem for the disgruntled customer.
We can call upon people’s consciences and urge them to take a global view about the importance of protecting knowledge. We can highlight the danger that every copied product is another blow to innovation. But will these really influence the majority of purchasing decisions? Probably not.
As manufacturers, we need to protect, enforce and build knowledge into our products so that they cannot be copied. Potential buyers of unproven products should be warned that a “great deal” can cause huge problems.”
In addition, I should also add that KBB will be bringing an app out shortly which I believe is excellent – more details to follow from our friends at KBB. If you want to see some relevant articles on our industry, but from a British perspective, visit www.kbbreview.com
