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Ricoh’s ETRIA Trademark Blocked: A Major Blow to the Joint Venture and Potential Financial Fallout
In a surprising turn of events, Ricoh’s efforts to register the ETRIA brand for its new printer manufacturing joint venture with Toshiba and OKI have hit a significant roadblock. ETIRA, a European trade association, challenged the trademark registration, and more critically, EDRIA GmbH, a German company, filed an opposition that has now led to a blockage of the ETRIA name.
(Click here to download the official documentation)
A Closer Look at the Opposition
The ETIRA opposition, filed on April 24, 2024, was initially paused due to a 22-month cooling-off period agreed upon by both parties. However, the more serious challenge came from EDRIA GmbH, a company based in Germany, which filed its own opposition with the EU Intellectual Property Office (EUIPO) on April 28, 2024.
EDRIA argued that the trademark ETRIA would create confusion in the market, given the similarity to its existing brand name. EDRIA’s trademark covers services related to print technology, which directly competes with the scope of the Ricoh-Toshiba-OKI venture. The opposition has resulted in the EUIPO’s decision on June 13, 2025, siding with EDRIA, ruling that there is a clear likelihood of confusion between the two marks. As a result, ETRIA’s registration for the contested services has been rejected.
What’s at Stake for Ricoh?
This ruling is a major setback for Ricoh, particularly since the ETRIA brand is central to its joint venture with Toshiba and OKI. The name was meant to represent the combined strength of the three companies in the multifunction printer market, signaling a new era of innovation and collaboration. A permanent block of the ETRIA trademark would mean Ricoh’s plans for the brand face an immediate and costly halt.
The ruling could have significant financial repercussions for Ricoh. Aside from the legal costs already incurred in fighting the opposition, a failed trademark registration could require a complete rebranding of the joint venture. Given that Ricoh has invested considerable resources into the ETRIA name, having already launched marketing campaigns and integrated it into their product development, this decision would mean a loss of time, effort, and resources—likely running into millions of dollars.
Next Steps: Ricoh’s Final Chance to Appeal
Despite this setback, Ricoh has until August 13, 2025, to file an appeal against the EUIPO’s decision. If Ricoh chooses not to appeal, the ETRIA brand will be permanently blocked for all contested services. A failed appeal would not only force Ricoh to abandon the name but could also shake up the entire strategy behind its joint venture with Toshiba Tec and OKI.
If Ricoh proceeds with an appeal, the case will continue in the EUIPO courts, and the outcome may still be uncertain. However, the likelihood of success is diminishing, as the initial ruling strongly favored EDRIA’s argument of potential market confusion.
What Does This Mean for the Future?
For Ricoh and its partners, this is a crucial moment. The decision to side with EDRIA GmbH reflects how the European intellectual property system works to protect businesses from confusing, overlapping brand names. If Ricoh fails to reverse the decision, it could not only stall their joint venture’s growth but also force them to rethink their entire branding strategy.
It’s clear that ETRIA was more than just a name—it was a symbol of the future direction of Ricoh’s partnership with Toshiba and OKI. With this significant trademark setback, the company will need to either pivot quickly and launch a new brand or risk losing the momentum of their newly formed joint venture.
This case underscores the critical importance of thorough trademark research and protection before launching a major brand in a competitive market. For now, Ricoh’s joint venture is in limbo, and the clock is ticking toward that August 13 deadline. If Ricoh fails to act quickly and effectively, the ETRIA brand could be permanently sidelined, leaving them with a costly rebranding effort and a massive strategic misstep to recover from.
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