EUIPO issues ruling in Ricoh ETRIA trademark case

In 2023, Ricoh asked the EU’s brand registration authority, EUIPO, to register the brand “ETRIA” for its printer manufacturing joint venture with other OEMs. ETIRA opposed this registration, as did Eldria GmbH, a company based in Bamberg, Germany. Like ETIRA, Eldria argued that registering “ETRIA” would create confusion among customers.

 ETIRA entered a period of negotiations with Ricoh, temporarily suspending our opposition. Eldria, however, continued its challenge – and with success.

 On 13 June 2025, the EUIPO ruled in favour of Eldria, finding a likelihood of confusion for the public. The EUIPO concluded that the opposition was well founded, and that the brand “ETRIA” must be rejected for all the contested services.

 Ricoh now has until 13 August 2025 to appeal. If no appeal is filed, the brand “ETRIA” will never come into use, and their opposition to our application to extend the ETIRA brand will also lapse.