A recent court ruling has highlighted just how important it is for pet businesses to take control of their brand and reputation—before someone else does.
In this case, a mobile dog grooming business owner successfully brought a claim of passing off after a former contractor set up a competing business using the same name and branding. The judgment is a strong reminder that even local businesses, operating within a relatively small area, have valuable goodwill that is worth protecting.
Thurgood vs Laight & Wash Wiggle & Wag Ltd [2024] EWHC 2947 (IPEC)
The original business owner, who operated a grooming service using two brand names, one being Wash Wiggle & Wag, had built up a strong customer base in and around Redditch. A mobile van bearing the brand was used regularly, and advertising took place both online and in local print.
Unfortunately, when a contractor left the business, she not only started her own dog grooming company but did so under the same Wash Wiggle & Wag name—and using the very same social media pages she’d once managed on behalf of the original business. She even contacted former customers directly after taking their contact details with her when she left.
The judge concluded that the business owner had developed real and protectable goodwill in the Wash Wiggle & Wag name and that the former contractor’s use of it was a misrepresentation. Because customers were likely to assume a connection between the two businesses, and because evidence showed that customers were indeed diverted, the claim of passing off was successful.
The decision confirms that you don’t need to be a household name to protect your rights. If you’ve put in the work to build a reputation in your local community, that brand is worth defending.
Pet-based businesses—whether you’re a groomer, a dog walker, a pet accessory brand or a training service—often rely heavily on trust, reputation and repeat custom. That’s why your business name, logo, and online presence are such valuable assets.
At National Business Register, we’ve partnered with the Pet Industry Federation (PIF) to help businesses in this space take control of their intellectual property from the start. Through our Business Name Protection product, PIF members receive discounted access to a cost-effective way to stop others trading off their reputation—especially important if you haven’t (or can’t yet) register a trade mark.
Business Name Protection means that if there is a case of passing off involving your business, you’ll received £10,000 of legal support meaning that you have peace of mind and don’t have to fight this alone.
We work with pet businesses of all shapes and sizes, across the UK, to help them protect what makes them unique. Our services include:
Whether you’re just starting out or expanding your team, protecting your brand gives you peace of mind and long-term value.
If you’re a pet business owner and want to make sure no one else can trade off your name, let’s talk. You can contact us by emailing info@nbrg.co.uk or call our team on 0800 069 9090.
Let’s make sure the only one wagging their tail is you.
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