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Williams-Sonoma ( WSM ) accuses Quince of false advertising

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Quince tries to match luxury brands' quality at lower

prices

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Quince not available for comment

By Jonathan Stempel

Nov 24 (Reuters) - Williams-Sonoma ( WSM ) sued Quince ,

a retailer sometimes known as a "dupe" company, accusing it of

misleading consumers by selling similar-looking but inferior

products and selling them for less.

According to a complaint filed on Friday night, Quince

engages in false advertising by depicting specific beds,

cookware, duvet covers, rugs and other products that

Williams-Sonoma ( WSM ) never sold, while assuring customers that its

products are "Like Williams-Sonoma, but half the price" or

"Pottery Barn ( WSM ) quality for half the price."

Williams-Sonoma ( WSM ) also objected to "Beyond Compare" charts

that show how much a customer "saves" by purchasing Quince

products.

It said Quince responded to a request to change its ads by

calling Williams-Sonoma's ( WSM ) claims frivolous and saying "Quince

would welcome a public skirmish."

"By brand-washing its ads, Quince creates the false

impression that consumers will receive comparable quality and

design, when in reality they may be purchasing unrelated items

of often inferior quality," Williams-Sonoma ( WSM ) said.

" will not permit Quince to mislead consumers

and disparage its brands with false advertising."

Quince and its lawyers did not immediately respond on Monday

to requests for comment. Lawyers for Williams-Sonoma ( WSM ) did not

immediately respond to similar requests.

The complaint was filed in the federal court in San

Francisco, where both companies are based.

Williams-Sonoma ( WSM ) is seeking triple damages and other remedies

for false advertising and unfair competition. It normally

generates its highest revenue during its fiscal fourth quarter,

which includes the holiday sales season.

Intellectual property law protects design elements, such as

patterns, but not functional elements.

Founded in 2018, Quince says its mission is to "create

products of equal or greater quality than the leading luxury

brands at a much lower price."

It is defending against an April lawsuit by Coach parent

Tapestry for selling similar-looking handbags. That

lawsuit alleged trademark and trade dress infringement, while

Williams-Sonoma's ( WSM ) lawsuit does not.