Masters Blueprint

Victoria’s Supreme Court has refused Mitre 10’s request for a trading injunction against the Masters home improvement chain in a move that would have obstructed its incoming rival’s store rollout.

When the Woolworths-Lowe’s joint venture released its trading name and blue and white logo, comparisons were immediately drawn with the preferred Mitre 10 livery (head office is currently trying to persuade Mitre 10 members to adopt a group mentality by conforming to a similar livery instead of the eight formats it has operated under during the past decade or more).

Mitre 10 claimed the Masters logo would confuse customers and possibly mislead them into thinking the two hardware chains were affiliated. However, Justice Cameron Macaulay in the Practice Court ruled that the possible commercial damage Masters might incur if it halted the new logo currently outweighed the potential damage to Mitre 10.