ALO jewelry counters ALO Yoga’s trademark challenges in Europe and beyond

ALO jewelry CZ says it is pushing back after ALO Yoga filed new cancellation and registration actions in the EU and pursued opposition proceedings in the U.S. The dispute underscores a broader fight over brand rights as both companies seek to protect or expand use of the ALO name across fashion and jewelry.

Why it matters: - The dispute pits a 30-year-old jewelry business against a younger fashion brand over who can use the ALO name in jewelry and related categories. - The fight now spans the EU, China, the U.K. and the U.S., raising the cost and complexity of protecting trademarks across major markets. - ALO jewelry says the outcome could affect its long-built retail and online business in Europe and internationally.

What happened: - ALO Yoga filed a motion received on Feb. 10, 2026, before the European Union Intellectual Property Office in Spain to cancel another trademark registered by ALO jewelry CZ, s.r.o. - Shortly after that filing, ALO Yoga applied for direct trademark registration for jewelry in Germany, Ireland, Italy, France, Benelux and Spain. - ALO jewelry responded in May 2026 by filing an EUIPO application to invalidate four ALO Yoga trademarks, including the flagship EU mark “ALO.” - ALO jewelry also said it filed six more cancellation actions in February 2026. - In the U.S., ALO Yoga filed several oppositions before the Trademark Trial and Appeal Board against marks including MOSTALO, OLA, XVYWALO and CLUB OLA.

The details: - ALO jewelry CZ describes itself as a privately held, high-end jewelry company based in Prague. - ALO jewelry says it has sold ALO-branded jewelry in Europe and internationally for more than 30 years. - The company says it has stores in prestigious locations in Eastern and Central Europe and a strong online business. - ALO jewelry says its products have been worn or promoted by Madeline Albright, David Pastrňák, Petra Kvitová and Dominika Cibulková. - ALO jewelry says ALO Yoga later began marketing and selling jewelry online under the ALO brand despite ALO jewelry’s earlier registrations and prior use in the category. - Ivo Weber, an executive at ALO jewelry, said the company plans to defend its brand and pursue available legal remedies. - Weber said ALO jewelry has a favorable first-instance ruling in China.

Between the lines: - The filings suggest a broader strategy by ALO Yoga to expand the ALO brand into new categories and geographies. - ALO jewelry frames the campaign as an attempt to enter territory where it has operated for decades, not just a dispute over one mark. - The volume of filings signals a long-running, expensive trademark fight rather than a narrow administrative clash.

What’s next: - The EUIPO proceedings will determine whether ALO Yoga can keep or expand its trademark position in Europe. - ALO jewelry said it will continue to challenge what it views as unauthorized expansion into jewelry. - More disputes could follow as both companies keep filing cancellations, oppositions and registration requests in multiple jurisdictions.

The bottom line: - The ALO name has become a contested asset, and the battle now centers on who controls it in jewelry, fashion and global e-commerce.