Orange Wing, the original owner of the SAPPH brand, entered into an agreement in 2023 with a group of Ultra companies to transfer ownership of the brand. The purchase price was to be paid in installments, and the buyer was granted a license to use the brand name until full payment had been made. However, after a year of missed payments, Orange Wing terminated the agreement.When Orange Wing took the original webshop, sapph.com, offline, Ultra immediately launched a new site under shopsapph.com. Orange Wing filed for an injunction, as Ultracool continued to use the SAPPH name without authorization. The court ruled entirely in favor of Orange Wing, ordering the transfer of all domain names and social media accounts. Still, the reputational damage proved significant.A hard-learned lesson: reputation and goodwill arrive on foot but leave on horseback.
