Aupen, a burgeoning handbag brand founded by former national swimmer Nicholas Tan, announced layoffs on Monday as the company navigates mounting legal challenges. The spokesperson confirmed that staff were informed of the cutbacks, which affect over ten employees in Singapore as of last December.
Operating solely online with no physical storefronts, Aupen specializes in asymmetrical leather handbags, with most pieces priced under US$600. The brand has gained significant traction since its founding in 2022, quickly capturing the attention of celebrities like Taylor Swift, Beyoncé, and Kylie Jenner. However, it remains unclear if the company will continue its operations amid these turbulent circumstances.
Legal Showdown with Target
The layoffs come on the heels of a letter from retail giant Target, opposing Aupen’s attempt to register its trademark internationally, including in the U.S. The communication, shared by Aupen on Instagram last month, raised concerns over “source confusion” due to the phonetic and visual similarities between Aupen and Target’s own label, Auden, which has been utilized since 2019 and was relaunched last July.
In its letter, Target sought clarification on Aupen’s use of its brand name for products and services, questioning why any confusion is unlikely. With nearly 2,000 stores across the U.S. and recently reporting net sales of US$25.21 billion for the second quarter of 2025, Target’s weight in the retail realm is formidable.
Aupen’s Climb to Fame
Aupen’s rapid ascent has been nothing short of impressive. From its inception, the brand has established a cult following and even partnered with LVMH Metiers d’Art, an arm of the esteemed luxury conglomerate LVMH. It’s almost as if the fashion gods conspired for a perfect storm of success—until now.
The Intellectual Property Office of Singapore (IPOS) has stepped in to support Aupen during this tumultuous time, advising the brand to seek independent legal counsel. Despite Aupen’s characterization of Target’s challenge as a lawsuit, IPOS clarified that they do not recognize it as such, confirming that Aupen’s existing trademark in Singapore remains intact. “IPOS maintains a registration regime that ensures equal and fair access for all companies seeking trademark protection in Singapore,” the agency stated.
A Personal Plea
Amid this legal fray, Tan has taken to social media to voice his concerns. He described the situation as a David versus Goliath struggle, stating, “a $100 billion giant is crushing an independent brand.” He highlighted the potential for long, costly court battles that could stifle Aupen’s product launches while allowing larger competitors to mimic designs at a fraction of the cost. “This will erase us. And when we are gone, people may think that Auden is Aupen,” he lamented in an Instagram story. Further complicating matters, he attributed the recent staff layoffs to the overwhelming legal pressures, dedicating himself to honoring the salaries of his team and suppliers amidst the turmoil.
Questions & Answers
What triggered Aupen’s layoffs?
The layoffs at Aupen were driven by ongoing legal challenges with Target, which oppose the brand’s attempt to register its trademark internationally, including in the U.S.
How has Aupen gained popularity since its inception?
Founded in 2022, Aupen quickly amassed a following through its unique asymmetrical leather handbags, garnering attention from high-profile celebrities and even collaborating with LVMH Metiers d’Art.
What is the stance of the Intellectual Property Office of Singapore regarding Aupen’s trademark?
The IPOS has reached out to Aupen for support and confirmed that, while they are aware of Target’s opposition, Aupen’s existing trademark in Singapore remains valid.
