94.5%
Enforcement Success Rate
+24K
Eliminated infringements
+$6M
Estimated value of eliminated infringements
Purple, a comfort technology company, experienced a significant increase in intellectual property (IP) infringements over various online platforms during the COVID-19 pandemic. Their primary issue was counterfeit and replica products, which negatively impacted sales and brand recognition. Due to Purple’s small legal team, manually handling takedowns became unsustainable, resulting in inefficiencies and reduced focus on broader strategic priorities.
To address the growing counterfeiting problem, Purple partnered with Red Points. Thanks to its AI Brand Protection Platform which leverages automation technology and advanced keyword targeting, Purple saw more precise detection of infringements. Additionally, given the challenge of protecting a brand name like “Purple,” this targeting was crucial in filtering out irrelevant results. Instead, it focused on enforcement of infringements related to Purple’s products, such as mattresses and pillows. Red Points also assisted in monitoring Purple’s global brand presence, helping the company enforce its intellectual property (IP) rights across international marketplaces.
Red Points significantly boosted Purple’s enforcement capabilities, enabling the identification and removal of infringing products at scale. Through automation, Purple was able to drastically reduce manual effort, whilst maintaining accuracy, allowing the team to focus on broader strategic goals. Over two years of working with Red Points, Purple successfully removed infringing listings valued at over $6 million. By monitoring and enforcing across global marketplaces, Purple enhanced its brand recognition and reduced counterfeiting in key international regions, moving beyond our initial U.S.-focused approach.
PURPLE
Purple Innovation, founded in 2015, is a comfort technology company known for its innovative approach to sleep products. The company specializes in mattresses, pillows, and cushions, all designed using its proprietary GelFlex® Grid technology, which offers a unique combination of pressure relief and support. Purple’s products are developed with a focus on improving sleep quality, which the company believes is essential for overall well-being. In addition to selling directly through its online platforms, Purple also distributes through retail partnerships and has expanded internationally with a strong commitment to innovation and customer satisfaction
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purple.com
Homeware Industry
Utah, United States
Homeware Industry
“While the technology has been superb, it allows us the freedom of time, but it’s the people that have really made the difference.”
Red Points was instrumental in broadening Purple’s international brand protection strategy. Through comprehensive global marketplace monitoring, Red Points uncovered gaps in IP coverage and identified previously overlooked platforms where infringements were taking place. With Red Points’ insights, Purple was able to make informed decisions about where to strengthen its IP enforcement, ensuring the brand remained secure across key and emerging markets. This proactive global approach helped streamline international trademark filings while supporting long-term international expansion efforts.
The automation rules set by Red Points significantly improved Purple’s overall efficiency in handling IP infringements. By reducing the time spent on manual takedowns, Purple’s legal team could now focus on more complex issues, such as patent infringement lawsuits. Red Points’ ability to track and target counterfeit listings has allowed Purple to expand its brand protection team’s capabilities without additional internal resources.
