Rouse

Firm overview:

Since its 1990 founding in the UK, specialist IP firm Rouse has expanded its global reach and practice, with 23 offices across 15 jurisdictions in key markets in Asia, Africa, Europe and the Middle East. In China, Rouse was a trailblazer as one of the first international IP firms to enter the jurisdiction, and over the past three decades the firm has developed a reputation as a trusted partner for trademark protection, enforcement, and portfolio management. “I feel like I’m their only client in terms of responsiveness, client care and input,” says a satisfied client, who adds that Rouse acts like “my extended team”.

Drawing on its international resources, the firm has acted for 58% of Interbrand’s Best Global Brands 2024. A peer acknowledges that “they have some great clients,” which come from a broad range of sectors, from FMCG and luxury goods through to technology, pharmaceuticals, media and telecoms and manufacturing. Combining IP expertise with deep local insight, the firm has become a go-to adviser for multinationals navigating the complexities of China’s rapidly evolving IP environment. There is client praise for the trademark team for its strategic thinking and “management of the volume” of work it handles.

Rouse works with strategic partner Lusheng Law Firm to handle a high number of disputes involving trademarks and other IP rights. Lusheng’s representations have involved ground-breaking cases selected by the Supreme People’s Court as example cases of the year, and the firm draws clients with its favourable track record of success.

Team overview:

Rouse’s China trademarks practice is spearheaded by a group of highly regarded professionals across its Beijing, Shanghai, and Guangzhou offices. Linda Chang, deputy CEO of Rouse and former general manager of its China business (2010–2022), is a recognised authority on trademark disputes and IP strategy, now based in London.

Hatty Cui, head of the China trademarks group and general manager of the Beijing office, is praised for her strategic counsel and client-focused approach, having played a central role in the firm’s growth since joining over a decade ago.

Melanie Zhu in Shanghai leads on trademark portfolio management, particularly for FMCG and technology clients.

Principal and deputy global head of enforcement James Godefroy, based in Guangzhou, specialises in enforcement campaigns and market-wide anti-counterfeiting operations. A peer says Godefroy is highly reliable and has been “really excellent” in coordinating anti-counterfeiting efforts in China.

Amanda Yang, in Beijing, is “passionate, she works hard”, notes a peer, who comments that she is perhaps a “lesser-known partner” worth drawing attention to. Yang has over 20 years’ experience in trademarks and branding, and has resolved numerous complex cases for clients in industries such as technology, entertainment and media, pharmaceutical, FMCG, and industrial manufacturing.

Josh Mandell, also in Beijing, focuses on anti-counterfeiting and portfolio management for US and European brands. A seasoned IP expert, he advises numerous multinationals from the US and Europe on entering the Chinese market and managing their rights in the country.

Key matters:

• Florasis: Successfully cancelled bad faith registration in Indonesia

Rouse represented Chinese makeup and skincare brand Florasis, which aimed to enter the Indonesian market but faced a setback when an Indonesian individual registered Florasis’s trademark on cosmetics, blocking product sales in the country. After an initial unsuccessful cancellation attempt due to formality issues, Florasis reached out to Rouse for strategic advice.

The team’s work included gathering evidence to show the use of Florasis’s brand across China, Indonesia and other jurisdictions, and an investigation to gather evidence of bad faith on the part of the Indonesian party. The team successfully cancelled the registration through appeals before the Commercial Court and Supreme Court. It also had to appeal a final rejection of the client’s mark from the Indonesia Trademark Office.

Rouse’s team included Hatty Cui, Flora Fang and Phoebe Zhang.

Clients:

Florasis