Retailer takes on singer

TEEN clothing retailer Abercrombie & Fitch is suing singer Beyonce Knowles over her plans for a fragrance named after Sasha Fierce, her alter ego.

Abercrombie & Fitch says in a lawsuit filed in the federal court in Columbus, Ohio, yesterday that the star’s intention to use the name constitutes trademark infringement, unfair competition and deceptive trade practices.

The company, based in New Albany, Ohio, says its Abercrombie & Fitch Trading Co subsidiary has owned the Fierce trademark since 2002 for its own men’s fragrance.

It is asking the court to order Knowles to halt her plan to sell a fragrance with a similar name.

The firm says sales of its fragrance have exceeded $190 million (€129m) and 2009 sales are projected at $64m.