Starbucks Finally Enters Russia

 

Until recently you could buy your Tall Americano in more than 1500 Starbucks coffeehouses in 31 markets outside the U.S., except in Russia.  Entering this lucrative market, which has less than one coffee house per 100,000 people, has been difficult, to say the least, even for this $ 5 billion behemoth.   

Russia’s tradename authority cancelled Starbuck’s 1997 registration of its name in 2002 because of its lack of use for three years.  This led to a Russian company by the same name (coincidence?) registering the trademark for itself in the same year.  It took Starbucks three long years to overturn the registration by the Russian Chamber of Patent Disputes.

Right now you’ll have to visit the Renaissance Moscow hotel, part of the Marriott network, to get your Starbucks coffee in Russia.  That’s right:  just one location for the moment.  The lesson:  pay attention to local rules and regulations to protect your trademark or patent when launching your business overseas, no matter how big and omnipotent you are.