The UK supermarket chain Iceland has ended its decade-long trademark dispute with the country of Iceland, promising a 'rapprochement discount' for shoppers there. Executive chair Richard Walker announced the decision on Wednesday, following the company's third legal loss in the EU courts last year.
Walker told the Financial Times he would redirect the legal fees saved—'a couple of hundred grand'—towards shopping vouchers for Icelandic people. 'It’s something I’m going to do,' he said, describing the move as a gesture of goodwill.
The dispute began in 2016 when the Icelandic government challenged Iceland's exclusive EU trademark for the word 'Iceland', arguing it hindered Icelandic companies from promoting goods abroad. In July 2024, the EU General Court upheld a ruling cancelling the grocer's trademark, reaffirming that geographical names must remain available for public use.
Walker acknowledged the loss, saying, 'We lost for a third time. We’re going to throw in the towel.' He expressed concern that others could now open shops named Iceland and stock Icelandic products, but stressed the company would not change its name.
Iceland, founded in 1970 by Malcolm Walker, now operates over 900 stores in the UK under the Iceland and The Food Warehouse brands. It has franchised outlets in the Channel Islands, Spain, and Portugal, and recently expanded into Nordic markets through a joint venture.
