Gucci America has filed a trio of new lawsuits, accusing a number of defendants of selling counterfeits of Gucci-branded handbags and accessories. In complaints filed in the U.S. District Court for the Southern District of New York on April 29, Gucci’s American arm alleges that LuxeBrands, IV Media, and Stellar LLC (the “defendants”) have engaged in trademark counterfeiting, unfair competition, and false designation of origin by distributing products that bear the fashion house’s well-known trademarks and trade dress without authorization.
According to the complaints, the defendants marketed and sold handbags and accessories that were “substantially indistinguishable” from genuine Gucci products, often using the brand’s name, trade dress-protected product styles, and logos directly in product listings and labeling. Gucci alleges that the accused products mimic protected elements, such as the interlocking GG logo, horsebit hardware, and the overall silhouette and craftsmanship associated with its Marmont and Horsebit lines. The Kering-owned company contends that these elements are non-functional indicators of source that have acquired strong secondary meaning in the marketplace and thus, are recognized by consumers as uniquely Gucci.
Gucci v. BNS Industries, Inc. d/b/a LuxeBrands
In the first of the newly-filed lawsuits, Gucci accuses BNS Industries, operating as LuxeBrands, of distributing counterfeit Gucci handbags, including a red “Marmont” bag that its investigators purchased in New York for nearly $1,300. Gucci maintains that LuxeBrands supplied multiple non-genuine Gucci products to an unnamed retail store in New York City, which displayed and sold them under the Gucci name.
Upon inspection, Gucci confirmed that the products were fake, and despite prior notices and opportunities to remedy the violations, LuxeBrands continued to offer up counterfeits. According to Gucci, LuxeBrands’ actions not only diluted the distinctiveness of the Gucci brand but also misled consumers as to the authenticity and origin of the goods.
Gucci v. Stellar LLC
Gucci also filed suit against Stellar LLC, a New Jersey-based wholesaler, which it alleges supplied counterfeits – including Gucci-branded handbags and belts – to various retail stores across the U.S., including locations in New York. Gucci’s investigation was triggered by undercover purchases made at retail locations and later supported by an alert from the Naval Criminal Investigative Service, which found counterfeit Gucci products sold at a Marine Corps Exchange.
Despite being notified by Gucci, Stellar allegedly continued its infringing activities. Gucci claims the goods mimicked its iconic trademarks, including the stylized GUCCI word mark and interlocking GG logo. The brand argues that Stellar’s actions are not only fraudulent and willful but also undermine consumer trust and Gucci’s longstanding reputation for quality and exclusivity.
Gucci v. IV Media LLC and Famjams Trading LLC
And in perhaps the most high-profile of the three actions, Gucci accuses IV Media, the owner of the ShopHQ television network and e-commerce platform, and Famjams Trading LLC, a New York-based distributor, of selling counterfeit Gucci handbags via ShopHQ.com. The handbags – which were labeled with Gucci product names, such as “Gucci 1955 Horsebit Detailed Small Shoulder Bag” and “Gucci GG Marmont Mini Matelassé Shoulder Bag” – were marketed at luxury price points ranging from $1,690 to $2,350, per Gucci.
After undercover purchases confirmed the bags were counterfeits, Gucci claims that it notified IV Media of such wrongdoing in April 2024 via a cease-and-desist letter. IV Media initially removed the listings and identified Famjams as the supplier, but Gucci alleges that both companies failed to provide full documentation or halt the counterfeiting-centric conduct. Gucci asserts that the defendants’ actions were willful and continued to harm its brand integrity and ability to control the use of its valuable trademarks in the market.
THE BIGGER PICTURE: Gucci’s coordinated legal attack comes at an interesting time for the brand and its parent company, Kering, which has reported a notable decline in Gucci’s global sales, reflecting challenges that go beyond merely maintaining momentum in a cooling luxury market. Just last week, Kering revealed that sales at Gucci, its biggest brand, dropped 25 percent during the first three months of 2025, as the company struggles more than some of its peers to regain relevance. Kering is banking on CEO Stefano Cantino and former Balenciaga creative director Demna to herald in a new creative era for the ailing brand.
Despite these internal headwinds and a gloomy revenue outlook, Gucci appears to be doubling-down on its brand enforcement efforts to get a handle on a market filled with increasingly sophisticated counterfeits. At the same time, it is inevitably also aiming to preserve the value of its trademarks not just for now but also ahead of an impending revamp.
The cases are Gucci America, Inc. v. BNS Industries, Inc. d/b/a LuxeBrands, 1:25-cv-03560 (S.D.N.Y.); Gucci America, Inc. v. IV Media LLC, Famjams Trading LLC, et al., 1:25-cv-03563 (S.D.N.Y.); and Gucci America, Inc. v. Stellar LLC, 1:25-cv-03564 (S.D.N.Y.).
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