NEW YORK--(BUSINESS WIRE)--CELINE, SA (“Celine”) part of LVMH, the world’s leading luxury products group, today announced that it has reached an agreement with Jen USA under which Jen USA has changed the name of its Sylvie Celine handbag line to BODHI, effective as of January 1st, 2008. Jen USA’s decision to rename its collection follows discussions with LVMH regarding Jen USA's registered Trademark, Sylvie Celine, to which LVMH had registered its objection based upon its world renowned CELINE mark.
Serge Brunschwig, President and CEO of CELINE, said, “We are very appreciative of Jen USA’s cooperation and the speed with which we were able to resolve this issue. Jen USA’s agreement to cease using the CELINE trademark in the name of their brand will prevent confusion among customers, who know CELINE as the French luxury women’s brand founded over 60 years ago.”
Joseph Janus, Senior Vice President of marketing and creative director for the BODHI line, said, “Once we were informed about the potential issue with LVMH regarding the Sylvie Celine name, we brought the concern to Angela Han’s attention, and after much contemplation, she decided to rename the handbag line BODHI, which means "awakening." We believe that the superior quality and design of the products our company offers speaks for itself and is well-represented by our new name. Now that we have resolved LVMH’s concerns, we can focus our energy on developing and distributing the wonderful products and handbags for which we are known.”
CELINE is the French, contemporary, accessible luxury brand for active women. Strong and independent, the CELINE style allows women on the move to be spontaneous and feminine. The refined image of the brand, created by a woman for women, and its complete dedication to quality and comfort establish the CELINE style as perfect Parisian elegant daywear.
About Jen USA
Jen USA is owned by the well known Chinese-American entrepreneur Angela W. Han, founder of Eastsport – the largest backpack marketer in the U.S. Headed by Joseph Janus, former Executive VP of Marketing for Calvin Klein, Jen USA is known for its quality craftsmanship and style and will be offering its luxury handbags under the BODHI name. In addition to the BODHI handbag collection, Jen USA distributes Matthew Williamson fragrances, Richard James fragrances and Great Moods home and body products.