Technically, this was not a trademark or trade name infringement case, as the court was quick to point out, but that fact only made the case that much more interesting particularly given the court's reasoning.
Defendant Shoe Show and plaintiff Almeda Mall (technically, the mall's predecessor in interest) entered into a lease agreement under which Shoe Show would operate a retail shoe store in the mall under the trade name "The SHOE DEPT." The lease prohibited Shoe Show from operating another business under that name or any "substantially similar trade-name" within two miles of the store in the mall. The lease also gave Shoe Show the option to terminate the lease provided that, among other things, Shoe Show was not in default under the lease.
During the term of the lease, Shoe Show opened a retail shoe store under the name SHOE SHOW in a commercial center located about 400 feet from the perimeter of the mall containing The SHOE DEPT. Almeda did not object or take any action with respect to the SHOE SHOW store.
Instead, some time later, Shoe Show gave notice that it was exercising its option to terminate the lease early. At that time, Almeda rejected the early termination notice contending that Shoe Show was in default of the lease by virtue of its operation of the SHOE SHOW store. Almeda then sued Shoe Show for breach of the lease.
On cross motions for summary judgment, the district court held in Almeda's favor, concluding that the two stores had substantially similar trade names (The SHOE DEPT. and SHOE SHOW), awarding damages and attorneys' fees to Almeda.
The Fifth Circuit agreed with the district court that the phrase "substantially similar trade-name" in the lease agreement was not ambiguous:
The district court surmised (and we agree) that the subject phrase, as used in the trade name provision of the Lease, prohibits Shoe Show from opening and operating any business within[] two miles of the Leased Premises under a name that "identifies a business" and has essential elements in common with "The SHOE DEPT." For purposes of identification, "business" refers to the party conducting the operation, not to the nature of the operation that it conducts.
That about ended the Fifth Circuit's agreement with the district court, however.
At the outset, the Fifth Circuit thought it important to note what the trade name provision of the lease did not specify, specifically, among other things, it did not prohibit Shoe Show from operating a retail shoe store within the specified radius nor did it explicitly prohibit Shoe Show from using either of its two other "widely used trade names, SHOE SHOW or BURLINGTON SHOES." The court also seemed to find it significant that this was not a trademark infringement case:
We remain mindful that this is not a trademark, patent, or copyright case and does not involve infringement or appropriation of such a right by a stranger against the holder of the right. Rather, this trade name case implicates precisely the opposite, viz., the express contractual effort to limit the use of a trade name by its rightful holder.
In the end, the Fifth Circuit disagreed with the district court concluding that, "when examined in the context of the entire Lease and the history of the confection, 'The SHOE DEPT.' and 'SHOE SHOW' are not substantially similar trade names within the intendment of the Lease's trade name provision."
The Fifth Circuit concluded that the word "shoe" would not be considered as a factor in determining whether the two trade names "SHOE SHOW" and "The SHOE DEPT." were substantially similar because it was "descriptive only" (presumably the court means generic, in trademark terms). The word "shoe" also would not be considered in the substantial similarity determination because the lease did not prohibit Shoe Show from operating a "footwear operation" within the proscribed radius and
Almeda . . . has to have known that--absent an express prohibition in the Lease of the use of SHOE SHOW or BURLINGTON SHOES--any facility opened and operated by Shoe Show within (or, for that matter, beyond) two miles of the Leased Premises would almost certainly employ one of those trade names, each of which includes the generic or descriptive term "shoe."
Looking then to the remaining part of the two trade names, "DEPT." and "SHOW," the Fifth Circuit concluded that the words had "very different meanings" and were not synonyms. It also felt that the words implied two functionally different establishments:
The retail shoe store dubbed "The SHOE DEPT." inside Almeda's shopping mall could well be thought of by the average shopper as that mall's footwear department, division, specialty, or the like. By contrast, the space occupied by SHOE SHOW in the nearby commercial center is not located inside a mall and has the appearance to the general public of a free-standing commercial space. More to the point, the word "show" conveys a connotation different from "department." When, as here, "SHOW" (1) designates an exterior space or premises in a commercial center and (2) is modified by an adjective (shoe) to identify the kind of "show" being conducted in that space, a reasonable inference is that it is a place in which to view and inspect shoes, boots, sandals, and the like, but not necessarily a place in which to purchase footwear.
Really?
In any event, the result may have been driven by the Fifth Circuit's explicitly stated opinion that Almeda was trying to gain a benefit by litigation that it was not able to get in the lease:
If Almeda's predecessor expected to be able to block Shoe Show's use of either or both of those trade names [SHOE SHOW and BURLINGTON SHOES], it should have included them expressly in the Lease's list of forbidden trade names, just as it did with The SHOE DEPT. To sign a lease containing that omission and thereafter come into court with a collateral attack on the use of one of those two known trade names based on nothing more than the amorphous ban on "substantially similar" trade names should not and will not be countenanced -- especially when (1) the generic word, shoe, is universally descriptive of the non-barred act of operating a retail footwear store, and (2) SHOW is not substantially similar to The . . . DEPT.
The court's characterization of the "substantially similar" standard as "amorphous" is notable. One might call the "confusingly similar" standard similarly amorphous.
Would the result have been different if this had been a case of trademark or trade name infringement? Who knows honestly but infringement case or not, some of the Fifth Circuit's reasoning seems a bit of a stretch.
One judge did dissent from the Fifth Circuit's opinion, agreeing with the reasoning of the district court, a copy of which can be found here.
The case cite is Almeda Mall, L.P. v. Shoe Show, Inc., No. 10-20587 (5th Cir. Aug. 8, 2011).