Flowerbx, the high-end florist founded by Victoria Beckham and specializing in luxury floral design for brands like Dior and Jimmy Choo, won a High Court trademark battle against a rival company named Flowers Box London Ltd. The court ruled that the rival’s use of similar names constituted trademark infringement, allowing Flowerbx to claim an unfair advantage due to confusion among customers who mistook one business for the other. By 2025, Flowerbx had achieved over £4 million in annual turnover and was recognized for its innovative floral services, including bespoke arrangements for high-profile events like Victoria Beckham's pop-up boutique and Annabel’s club in London.
Written by the local model on 2026-09-15,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Story summary
In a recent High Court ruling, Victoria Beckham's florist company, Flowerbx, won a trademark battle against a rival firm named Flowers Box London Ltd. Founded in 2017 and incorporated in April 2019, Flowers Box London was accused by Flowerbx of confusing customers with its similar name, leading to lost business for the latter. By 2025, Flowerbx had achieved significant success, counting brands like Louis Vuitton, Dior, and Jimmy Choo among its clients, and generating over £4 million in annual revenue. The court ruled that Flowers Box London's use of "Flowers Box" or "Flowers Box London" infringed on Flowerbx’s trademark, giving the rival an unfair advantage and allowing it to profit from Flowerbx’s established reputation for quality and luxury.
Written for “Trademark Battle Victory Flowerbx” on 2026-09-15,
grounded in this article and the 0 other(s) covering the same event.
The company specialises in high-end floral displays, and counts the former Spice Girl, actress Julianne Moore, and brands like Louis Vuitton, Dior and Jimmy Choo among its customers, attracted by its reputation for style and luxury.
asserted
company → specialise → style
By 2025, it was turning over more than £4million a year, but ended up embroiled in a trademark row with London-based rival, Lukasz Gajewski, and his similarly named company, Flowers Box London Ltd.
She claimed she had lost business to the other company, as confused customers mistook it for hers due to the similarity in names and placed orders there, rather than with Flowerbx, as they intended.
asserted
they → turn → Flowerbx
After a trial, she has now been handed victory by a judge, who ruled that Mr Gajewski's business had in fact breached her trademark, confusing customers and allowing his company to unfairly benefit from Flowerbx's hard-won reputation for quality.
asserted
company → hand → quality
Giving judgment, Recorder Amanda Michaels said that having breached the trademark by the use of "signs" comprising of the words "Flowers Box" or "Flowers Box London", Mr Gajewski's business gained an "unfair advantage" as it enabled it to "profit" from the reputation achieved by Ms Bromberg Hawkings' hard work.
asserted
it → give → work
The court heard during the trial that Ms Bromberg Hawkings founded Flowerbx after becoming frustrated at the lack of an online source of the sort of "elegant and modern flowers" generally used in the high-end fashion business.
asserted
Hawkings → hear → business
"She decided to open a business to fulfil that perceived need," said the judge in her ruling.
asserted
judge → decide → ruling
"She said that she conceived the FLOWERBX name, which she felt would ‘sound modern, disruptive and fashion-forward'.
asserted
she → say → name
"Initially, she intended to create a direct-to-consumer business, but some of her contacts in the fashion business asked if the claimant could provide flowers for events such as fashion shows, or for shops or restaurants, and so the company developed a business-to-business model.
uncertain
company → intend → model
Read More
"One of the claimant’s specialities is, or was, the delivery of bouquets or arrangements of single stem varieties."
asserted
One → read → varieties
Ms Bromberg Hawkings also said that unlike many other UK florists, the claimant’s flowers are cut only after a customer places an order, minimising waste and improving freshness and quality."
Ms Bromberg Hawkings’ evidence was that high-end fashion and luxury brands used FLOWERBX "for a supreme luxury experience and...for events, gifting and large-scale installations".
asserted
brands → say → events
"She registered the trademark for Flowerbx in July 2017, claiming that her business had by then acquired a reputation for 'luxury and stylish floral design of the highest quality'.
asserted
business → register → quality
Among its collaborations, Flowerbx worked with high-end fashion designer Emilia Wickstead for a display outside Scott's restaurant in Mayfair and in 2019 produced a large floral display for the famous London club, Annabel's.
asserted
Flowerbx → work → club
It also collaborated with Victoria Beckham for a pop-up boutique at her flagship London store, and provided lavish floral arrangements for both Victoria and David Beckham's 50th birthday celebrations.
Flowers Box London Ltd was not incorporated until April 2019, although Mr Gajewski said he had begun trading in 2017, following in the footsteps of his florist mother.
Initially selling flowers via eBay, his company began to supply flowers, bouquets and plants online, targeting the luxury end of the market after it was incorporated.
asserted
it → collaborate → market
The judge said Mr Gajewski's company "must have become aware of the potential for confusion" almost immediately after incorporation, as from July 2019 it received a series of messages, congratulating it for five-star online reviews actually intended for Flowerbx.
asserted
it → say → Flowerbx
Ms Bromberg Hawkings herself became aware of the potential for confusion in late 2023 when a school bus driver told her he had bought some of her flowers, when it fact they had come from Mr Gajewski's company.
asserted
they → become → company
The dispute then went to the High Court, with lawyers for Flowerbx claiming that its rival had breached the trademark in its name and taken unfair reputation of its standing in the industry.
asserted
rival → go → industry
Giving her judgment, Recorder Michaels said Flowerbx had established a reputation for "luxury and stylish floral design of the highest quality" before its rival was even incorporated.
asserted
rival → give → quality
"The claimant alleged that the defendant took unfair advantage of the reputation of the mark by riding on its coat tails," she continued.
"It did not plead that the defendant had a subjective intent to take unfair advantage, so that the only possible basis for a finding of unfair advantage would be that the objective effect of the defendant’s acts is to take advantage of the mark.
asserted
effect → allege → mark
The name may have been adopted innocently, although the mark was in use and registered by the time Mr Gajewski started to use it in late 2017, and the defendant may not have intended to take unfair advantage of its reputation.
uncertain
defendant → adopt → reputation
Nevertheless, it traded with knowledge of the claimant and its business, at the latest from July 2019 when the defendant first received a Trustpilot review intended for the claimant.
asserted
defendant → trade → claimant
"That was reinforced by Mr Gajewski’s periodic visits to the claimant’s website and his subscription to the claimant’s marketing emails.
asserted
That → reinforce → emails
I am satisfied that the defendant took unfair advantage of the distinctive character or repute of the mark, as it gave the defendant an advantage which was unfair because it enabled the defendant to profit from the reputation achieved by the claimant’s hard work and marketing efforts."
The question of how much in damages Flowers Box London Ltd has to pay Ms Bromberg Hawkings' company will be decided at another court hearing at a later date.
asserted
Ltd → take → date
The Aporia
