US young fashion chain Abercrombie & Fitch is suing singer Beyonce Knowles over her plans to launch fragrance named Sasha Fierce, after her alter ego.
Abercrombie & Fitch Trading Co, a subsidiary of the business, said it had owned the Fierce trademark since 2002. It produces a men’s scent under the brand name..
Abercrombie & Fitch said in a lawsuit filed in the federal court in Columbus, Ohio, that Beyonce Knowles’ intention to use the name constituted trademark infringement, unfair competition and deceptive trade practices.
The US retailer has asked the court to order Beyonce Knowles to halt her plan to sell a fragrance with the Sasha Fierce name.
It added that sales of its fragrance have exceeded $190 million (£115m) and 2009 sales are projected at $64m (£38.8m).