Retail’s battle with ‘dupe’ culture — how brands like Lululemon are fighting back

We explore recent examples of how brands are responding to dupe culture and outline practical steps that retail businesses can take to protect their brand.
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We make the difference. Talk to us: 0333 004 4488 | hello@brabners.com
Our specialist solicitors assist food and drinks businesses to evolve, grow and solve their commercial and legal challenges.
We’re proud to work with many household-name food and beverage businesses including supermarket chains like Morrisons and James Hall & Co Ltd (SPAR) as well as various breweries, restaurant groups, hotel chains, bakeries, bars and cafes. We also work with others at all stages of the business lifecycle, including start-ups and SMEs — building long-term relationships that create genuine value and enable scale.
Our ability to draw from a wide pool of lawyers — including from our banking, corporate, commercial, employment, insolvency, intellectual property, litigation and real estate teams — means that we act as a one-stop-shop for all your legal needs. We also advise on a range of specialist areas including environmental law, food packaging, health and safety and licensing.
We appreciate that food and beverage businesses are under growing pressure from customers and wider stakeholders to work with partners that share a culture of doing good. As a purpose-led law firm and certified B Corp, we’re committed to bringing about positive change and have high standards of social and environmental performance, transparency and accountability. We continue to use our platform to evolve and deliver our own ESG strategy while supporting other businesses to on their journeys and are consistently ranked in The Legal 500 and the Times’ Best Law Firms.

Businesses in the fast-moving food and beverage industry must constantly keep up with evolving food safety regulations and ever-changing legislation. This can be challenging, costly and time consuming. Our team provides invaluable support to help you navigate this complex legal landscape. We offer advice on all aspects of food safety and hygiene, labelling and packaging, import/export regulations and advertising restrictions. We ensure that your business remains compliant by avoiding legal pitfalls and minimising risks — allowing you to focus on core operations, growth and success.
Embracing social and environmental factors remains one of the main focuses for food and beverage businesses as it boosts reputation and customer loyalty, helps to attract and retain staff and improves investment opportunities. It can also decrease operational costs by improving resource efficiency, waste reduction and energy conservation. As a B Corp, we're perfectly placed to help your business integrate environmental, social and governance factors into its core operations and decision-making processes. We can also help you to navigate the environmental landscape by advising on waste management, carbon emissions, packaging, sourcing and production practices.















Data protection and cybersecurity are crucial to safeguard sensitive information, maintain customer trust and confidence and help to avoid data breaches and potential repercussions. This ensures the security of personal and financial data, protects against fraud and preserves your brand and reputation. We help business to navigate all aspects of data protection law, including GDPR and the Data Protection Act. We advise on comprehensive policies that outline how data is collected, used, stored and protected. We can also advise on cybersecurity and how to protect against data breaches and cyber-attacks.
With artificial intelligence (AI) and other digital technologies rapidly shaping the food and beverage industry's next wave of growth, we can also help you to navigate the legal complexities of adopting new technologies — ensuring that risks are minimised while the benefits are maximised. We can guide you throughout your digital transformation journey by providing advice in areas such as data privacy, intellectual property, contract negotiation and regulatory compliance.

UK food and beverage businesses face a variety of trade and export barriers including increased customs procedures, regulatory hurdles and the continued impact of Brexit on trade with the EU. These can lead to increased costs, reduced export volumes and supply chain disruption — impacting your operations and profitability.
Our team offers advice on how to navigate complex regulations, contracts and trade agreements. We help clients to understand and comply with import/export requirements, minimise risks and resolve any disputes that may arise along the way.


Our food and beverage team is led by Charlotte Flanders, a commercial property lawyer who acts for many large retailers on commercial acquisitions and disposals, refinancing, landlord and tenant work and commercial investments.
Experienced corporate lawyer Daniel Finn is an expert in supporting food and beverage businesses along their growth journeys and has a niche specialism in breweries and beverages.
Matthew Moy brings commercial litigation experience to the team. He acts for various retail businesses and is ranked as a Leading Associate by The Legal 500.
Our wider retail team is led by Helena Davies, a specialist property litigator with over two decades’ experience in acting for occupiers across the retail sector. With a genuine passion for sustainability and better business, Helena focuses on the social impact of retail brands and spaces alongside their commercial needs.

We explore recent examples of how brands are responding to dupe culture and outline practical steps that retail businesses can take to protect their brand.
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We explore safety considerations around Christmas markets and outline practical steps to comply with relevant safety legislation.
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We explore what the English Devolution and Community Empowerment Bill means in practice and how its reforms may affect both retail tenants and landlords.
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We break down the case of AB v Grafters Group Ltd and explore some key lessons for employers.
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At the Future of Retail: Risk & Resilience Conference 2025, leading voices explored the challenges and opportunities shaping the sector.
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We explore the upcoming changes to UK accounting standards, offering practical guidance on how retailers can prepare for the new rules.
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We explore the key legal and practical considerations for retailers hiring seasonal staff.
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We explore the main issues that influencers and brands need to consider before entering into partnerships.
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We explore the Crime and Policing Bill and what it would introduce to protect retail workers.
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The Product Regulation and Metrology Act is ushering in a new era for consumer protection and market oversight, laying the foundations for significant regulatory change.
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Our retail law team explore what retailers must do to stay compliant with consumer protection laws, advertising standards and more when looking to capitalise on social commerce.
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Employment lawyer Lee Jefcott outlines three key steps for employers to take now to prepare for the new guaranteed hours contract landscape.
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We lay out the must-know legal considerations to aid the compliant roll-out of AI in any retail business.
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It’s estimated that over half of retail workers have considered resigning as a result of workplace stress. We explore what retailers can do to support colleagues facing mental health issues.
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We delve further into cyber attacks on three major retailers and outline five key steps to take in any cyber-attack preparedness and response plan.
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A recent change to the Jamaican law of what constitutes ‘Jamaican Rum’ has provoked great debate among rum distillers.
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Our litigation team explores the options businesses have when it comes to dealing with negative online reviews — whether the review is honest or dishonest.
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Our regulatory team explore the impact of the GPSR for manufacturers, providers of online marketplaces and consumers.
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The social supermarket is a new type of retail model that’s redefining access to food and promoting community-driven sustainability.
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Businesses have duties and responsibilities to protect the health and safety of all workers.
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How do we revive our struggling high streets? Meaningful collaboration and business rate reform may hold the answers...
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Retailers are reacting to the Autumn Budget 2024. Here's what it means for footfall, international investment and business rates relief.
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Eleanor Green and Lee Jefcott explain what employers need to know about the Worker Protection (Amendment of Equality Act 2010) Act 2023 and how to prepare.
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Ibrahim Ibrahim, Managing Director of Portland Design and author of ‘Future-ready Retail’ considers how consumers are changing and the way in which the high street is responding.
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Following our Future of Retail and Placemaking Conference series, Helena Davies considers whether ‘placemaking’ remains the right term to describe town centre regeneration.
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