Usedfirestore.com

The timeline behind usedfirestore.com

Registration, the decision and the archived record of what this domain actually displayed — from public RDAP and the Internet Archive.

Result of record. The panel's reasoning and decisive facts behind each element are in the Intelligence dossier below.

ARBITRATION AN D MEDIATION CENTER ADMINISTRATIVE PANEL DECISION Witmer Public Safety Group, Inc. v. Gerald Hayden Case No. D2023-4455 1. The Parties Complainant is Witmer Public Saf ety Group, Inc., United States of America (“US”), represented by The Belles Group, P.C., US Respondent is Gerald Hayden, US, represented by Sheppard, Mullin, Richter & Hampton, US. 2. The Domain Name and Registrar The disputed domain name <usedfirestore.com> (the “Domain Name”) is registered with PDR Ltd. d/b/a PublicDomainRegistry.com (the “Registrar”). 3. Procedural History The Complaint was filed with the WIPO Arbitration and Mediation Center (the “Center”) on October 26, 2023. On October 27, 2023, the Center transmitted by email to the Registrar a request f or registrar verif ication in connection with the Domain Name. On October 28, 2023, the Registrar transmitted by email to the Center its verif ication response confirming that Respondent is listed as the registrant and providing the contact details. The Center verif ied that the Complaint satisf ied the f ormal requirements of the Unif orm Domain Name Dispute Resolution Policy (the “Policy” or “UDRP”), the Rules for Uniform Domain Name Dispute Resolution Policy (the “Rules”), and the WIPO Supplemental Rules for Uniform Domain Name Dispute Resolution Policy (the “Supplemental Rules”). In accordance with the Rules, paragraphs 2 and 4, the Center formally notified Respondent of the Complaint, and the proceedings commenced on October 31, 2023. In accordance with the Rules, paragraph 5, the due date f or Response was November 24, 2023. Respondent submitted the Response on November 21, 2023. The Center appointed Christopher S. Gibson as the sole panelist in this matter on December 13, 2023. The Panel f inds that it was properly constituted. The Panel has submitted the Statement of Acceptance and Declaration of Impartiality and Independence, as required by the Center to ensure compliance with the Rules, paragraph 7. page 2 4. Factual Background Complainant is a provider of on-line retail store services selling products that are targeted towards persons and entities operating in the firefighting and emergency rescue services space. Complainant operates its primary website at <thefirestore.com> since the year 2000, to promote its services and provide means f or purchasing equipment, gear, tools, and related goods in the emergency services space. Complainant’s domain name <thefirestore.com> was registered on August 12, 1999. Complainant is also the registered owner of the following two incontestable federal trademark registrations used in the f ire equipment market. Each registration is f or a f igurative mark (with design elements): (1) THEFIRESTORE.COM, registration no. 3364210, registered Jan 8, 2008, with a date of f irst use in commerce of August 1999, in class 35 for “[r]etail store services f eaturing apparel used in connection with f ighting fires and performing emergency rescue services, products and tools use in connection with f ighting fires, and products and tools used in connection with performing emergency rescue services”. The mark is described as “an illustration drawing which includes word(s)/letter(s)/number(s)” and “[c]olor is not claimed as a f eature of the mark”. (2) THEFIRESTORE, registration no. 4656646, registered Dec 16, 2014, with a date of f irst use in commerce of September 2012, in classes 25 and 35 f or (i) “[o]n-line retail store services f eaturing apparel used in connection with fighting fires and perf orming emergency rescue services, products and tools for use in connection with f ighting f ires, and products and tools used in connection with perf orming emergency rescue services” and (ii) “[s]hirts for promoting a website featuring products and tools for fighting f ires and perf orming emergency rescue services”. The mark is described as “consist[ing] of the wording ‘THEFIRESTORE’ in a stylized font alongside a f lame design” and “[c]olor is not claimed as a f eature of the mark”. Respondent’s Domain Name was registered on July 18, 2022. In February 2023, Respondent f ormed a limited liability company in Maryland under the name “Used Fire Store, LLC.” The Domain Name is linked to Respondent’s website, which offers used fire equipment. Respondent appears to serve as a broker f or used equipment, as its website states “Used Fire Store is not the owner of this equipment/apparatus” and “is not responsible f or the condition of any brokered equipment/apparatus on our site.” 5. Parties’ Contentions A. Complainant (i) Identical or conf usingly similar Complainant states its Complaint is based on its longstanding and continuous use and registration of its well- known THEFIRESTORE trademarks, as a provider of on-line retail store services selling new and used products that are targeted towards, and used by, persons and entities operating in the f iref ighting and emergency rescue services space. Complainant emphasizes it is the registered owner of its THEFIRESTORE marks, in which Complainant enjoys substantial goodwill and valuable reputation, and the reg istration and use of these marks predates use by Respondent. Complainant submits UDRP panels have reached the consensus view that when a complainant owns a trademark, then it generally satisf ies the page 3 threshold requirement of having trademark rights. The location of the trademark, its date of registration (or f irst use), and the goods and/or services for which it is registered, are all irrelevant for the purpose of f inding rights in a trademark under the f irst element of the UDRP. (ii) Rights or legitimate interests Complainant contends Respondent should be considered to have no rights or legitimate interests in the Domain Name. Complainant states that where there is no evidence it authorized or otherwise permitted Respondent to register the Domain Name, and Complainant’s rights in its trademarks predate Respondent’s registration of the Domain Name, it is a prima f acie case that Respondent has no rights or legitimate interests in the Domain Name. Complainant asserts the burden then shif ts to Respondent to provide evidence to rebut this presumption, and if Respondent f ails to demonstrate rights or legitimate interests, Complainant is deemed to have satisf ied paragraph 4(a)(ii) of the Policy. Complainant states Respondent is not a licensee of or otherwise affiliated with Complainant. Complainant has never authorized or otherwise condoned or consented to Respondent’s registration of the Domain Name. Complainant claims Respondent registered its confusingly similar Domain Name in July 2022, more than 20 years after Complainant began use of its <thefirestore.com> domain name. As such Complainant has clear priority over Respondent. Respondent’s Domain Name is virtually identical to Complainant’s marks, except that the article “the” in f ront of FIRESTORE, which has been replaced with the generic descriptor “used.” Furthermore, Complainant asserts that, as is evident f rom Respondent’s website, the inf ringing mark is used in a way that places the main emphasis on the terms FIRE and STORE, which are wholly subsumed in Complainant’s marks. Respondent uses the generic term “used” in smaller f ont and at a ninety-degree angle to the lef t of the terms FIRE and STORE, which are stacked on top of each other. Complainant alleges this choice of presentation of the infringing terms is deliberate and f urther establishes Respondent’s intent to freeride off of Complainant’s goodwill that has been caref ully nurtured f or over two decades. Respondent’s continued use of the Domain Name is therefore likely to cause consumer confusion in the marketplace. Complainant contends Respondent is operating in the same space and targeting the same consumer base as Complainant and is using the Domain Name for Respondent’s own illegitimate commercial gain. Both Complainant and Respondent operate websites of f ering services to provide f iref ighting equipment and related goods to consumers via online retail means. Respondent’s use is not intended f or legitimate noncommercial or fair use purposes. Respondent is only using the Domain Name to mislead and divert the public for commercial gain. Under these circumstances, Complainant states it has made a prima f acie showing that Respondent does not any have rights or legitimate interests in the Domain Name. (iii) Registered and used in bad f aith Complainant maintains that the Domain Name should be regarded as having been registered and used in bad f aith by Respondent. As an initial matter, given the long use and f ame of Complainant’s THEFIRESTORE marks in the used fire equipment space, Respondent clearly knew or should have known of the marks at the time it registered and used the Domain Name. Such knowledge is sufficient to establish that the Domain Name was appropriated by Respondent in bad faith. The deliberate selection of a generic term that is placed in front of the term FIRESTORE is just the type of infringement against which this Policy was designed to saf eguard. Furthermore, Complainant explains that in an attempt to resolve this issue, Complainant’s attorneys contacted Respondent to advise them of Complainant’s ownership of the THEFIRESTORE marks and that consumers are likely to be confused by the continued and unauthorized use of the similar Domain Name. In response, a representative of Respondent informed Complainant’s counsel in an email dated September 19, 2023 that they “will [not] be meeting [Complainant’s] demands.” Complainant states this response was f urther emphasized by Respondent’s counsel who, in a subsequent communication and with erroneous interpretation of applicable trademark laws, asserted that no issue of likelihood of conf usion exists. Complainant submits such blatant disregard f or, and abuse of , Complainant’s ownership rights in its page 4 THEFIRESTORE marks and <thefirestore.com> domain name leaves Complainant no choice but to assert rights via the present Complaint. Finally, Complainant states that the examples of bad faith registration and use set forth in paragraph 4(b) of the Policy are intended to be illustrative, rather than an exclusive list of all circumstances f rom which such bad f aith may be found. In light of the above, Complainant concludes Respondent is holding the Domain Name willf ully, in bad f aith, and in complete disregard of Complainant’s exclusive rights to use its THEFIRESTORE marks. B. Respondent Respondent contends that Complainant has not satisf ied the elements required under the Policy. (i) Identical or conf usingly similar Respondent states that both of Complainant’s trademarks are graphic marks containing the descriptive words THEFIRESTORE, but Complainant does not have rights to the words standing alone. Respondent cites two prior UDRP cases where there were f indings of no confusing similarity because the complainants in those cases did not have word marks, but instead only f igurative marks that included common words. Respondent urges that the same reasoning should apply here because Complainant’s marks contain the descriptive terms, “the f ire store”. Respondent points out that in a prior UDRP proceeding, Witmer Public Safety Group, Inc. v. Domains by Proxy Inc. / JTRE LLC, WIPO Case No . D2010-2051, Complainant unsuccessf ully tried to assert its trademark for THEFIRESTORE.COM, one of the two marks that it asserts against Respondent here. There, the respondent operated a website under domain names that consisted of the word “f irestore” preceded by the names of numerous states, e.g., <ohiof irestore.com>, <alabamaf irestore.com>, and <arizonaf irestore.com>, among other similarly named domain names. The respondent sold f iref ighter products and provided consulting services, and taught services related to firefighting, f irst responders, and rescue services. According to Respondent, the panel found that “thefirestore” consisted of three common words that merely describe the items Complainant of f ers to consumers and Complainant f ailed to prove these words were associated with it. Specifically, the panel found, “Complainant provides no evidence of association of ‘firestore’ or ‘the f irestore’ uniquely or primarily with Complainant, and the Panel’s cursory investigation of the term indicates that ‘f irestore,’ as one word or two, is commonly used by many other vendors of products to f iref ighters and f or many other f ields, particularly f irearms.” Similarly, here, Respondent argues Complainant has not provided any evidence that consumers associate ‘f irestore’ or ‘the f irestore’ exclusively with Complainant. Respondent emphasizes its Domain Name is not identical to Complainant’s marks; instead, the Domain Name has the pref ix “used” bef ore “f irestore” and does not contain the term “the.” Respondent claims that because we are dealing with purely descriptive/generic terms, these dif f erences are material. Respondent further claims that Complainant’s naked contention that its trademarks are “well-known” should be rejected because Complainant failed to submit any such evidence in support. The UDRP panel in the previous case involving Complainant similarly rejected Complainant’s same contention against a third party because Complainant did not submit supporting evidence. WIPO Case No. D2010-2051, supra (“Witho ut proof the unsupported allegations of Complainant’s counsel are of no moment in this proceeding and there is nothing in the record bef ore the Panel that would allow the Panel to make an inf erence to this effect.”). Respondent urges that this Panel should come to the same conclusion and give no weight to its unsupported contentions that its marks are well-known. In any case, Respondent states it is not necessary for the Panel to determine whether the Domain Name is conf usingly similar to the Complainant’s marks because, as shown below, Complainant cannot meet its burden in showing the existence of bad f aith and the absence of legitimate interests. page 5 (ii) Rights or legitimate interests Respondent contends that while Complainant registered its marks before Respondent registered the Domain Name, that alone is not evidence of bad f aith. Here, Respondent is running a legitimate business in a bona f ide manner. In February 2023, Respondent formed a limited liability company under a business name that is nearly identical to the Domain Name, Used Fire Store, LLC. Respondent f ormed its company long bef ore it received notice of this dispute, and its company has made actual sales since then. Respondent states that in Complainant’s prior UDRP case, the panel denied the complaint af ter f inding, in part, that “Respondent’s business exists independently of the disputed domain names,” and urges that the Panel should make the same f inding here. WIPO Case No . D2010-2051, supra. Respondent maintains it registered the Domain Name without intent to trade on Complainant’s goodwill, and without intent to misleadingly divert Complainant’s consumers. Respondent’s website does not copy the look and f eel of Complainant’s site and does not copy the design of Complainant’s marks. In Complainant’s prior UDRP case, the Panel considered these very f acts to conclude that Respondent engaged in its own legitimate business. The panel denied the complaint after f inding, in part, that Respondent’s website did not “ape Complainant’s in look and feel, layout, or general impression, and there is no other indication of copying or playing of f of Complainant’s mark.” WIPO Case No. D2010-2051, supra. Respondent also contends that the parties offer different goods and services. While Complainant states it sells “new and used” products f or f iref ighting and emergency equipment, there is no evidence on Complainant’s website that it sells used products. Respondent claims none of the items that Complainant of fers are advertised as “used”, and Complainant has not offered any evidence to the contrary. In f act, it is evident from Complainant’s website that it only offers new items. On the other hand, Respondent only lists used equipment and advertises itself as a broker to connect sellers and buyers, unlike Complainant who sells directly to consumers at retail. Respondent sells large ticket items such as used engines, used trucks, and used hydraulics. Complainant sells small ticket items, mainly personal protective equipment (“PPE”) such as new gloves, helmets, and boots and advertises that it sells “everything but the truck” on its website. Respondent does not sell any PPE equipment. In f act, Respondent is effectively prevented from selling used PPE due to the safety standards under the National Fire Protection Agency, which do not permit the resale of PPE after 10 years of use. Thus, although the parties operate in a similar industry, they do not compete. In Complainant’s prior UDRP dispute, the panel denied the complaint even though it f ound that the parties’ goods and services slightly overlapped. While Complainant contends that Respondent registered its Domain Name to trade on the goodwill of Complainant’s marks, Respondent argues this is wholly unsubstantiated. Both of the marks claim and/or display flames as a prominent feature of the design marks. Respondent’s mark does not have any f lame designs and instead has an image of a badge with the words “fire” and “ems” on it. The parties’ marks also have dif f erent connotations because Respondent only brokers “used” f ire and emergency equipment. Besides use of the generic terms “f ire” and “store,” the parties’ marks and their corresponding uses are suf ficiently distinct and simply do not support the notion that Respondent adopted its mark to trade on Complainant’s goodwill. (iii) Registered and used in bad f aith Respondent claims Complainant cannot establish that Respondent registered the Domain Name in bad f aith because Respondent is not targeting Complainant or its products or attempting to take advantage of Complainant’s marks. First, Complainant has not submitted any evidence that Respondent knew or should have known of Complainant or its marks. Further, Respondent states Complainant has produced zero evidence as to the size of its business, number of customers, financial results, marketing expenses, or the like, and accordingly there is no evidence bef ore the Panel to enable it to inf er Respondent knew of Complainant when starting its business. Moreover, Respondent argues that even assuming Respondent was aware of Complainant’s marks, that does not mean that Respondent could not otherwise f airly adopt its Domain Name, which is comprised page 6 strictly of generic and descriptive terms. Although the word elements of Complainant’s marks are comprised of strictly generic/ descriptive terms, this by no means grants Complainant a monopoly to those terms. Complainant cannot prevent others f rom f airly using some of those terms in connection with their own legitimate business, which is the case here. Here, Respondent claims it adopted the Domain Name solely because that is the nature of Respondent’s business – it brokers used fire equipment. Thus, Respondent adopted the Domain Name because it clearly communicated to consumers the nature of Respondent’s business. Finding bad f aith in this context would ef f ectively grant Complainant a monopoly to otherwise generic and descriptive terms, which contradicts well- established trademark principles. Second, Respondent did not register the Domain Name f or the purpose of selling, renting, or otherwise transf erring the domain name registration(s) to the Complainant for valuable consideration in excess of the Respondent’s out-of-pocket costs directly related to the Domain Name. Such evidence is missing f rom the Complaint, and Respondent has never offered to sell the Domain Name to Complainant. Here, Respondent merely uses it f airly and in connection with its own legitimate business. Finally, Respondent submits the fact Respondent responded to Complainant’s cease-and-desist letter is not credible evidence of bad faith intent. Respondent set up its business prior to receiving Complainant’s letter. Moreover, in its response, Respondent noted its good faith belief that it is not inf ringing on Complainant’s design marks. Respondent has not copied any design elements f rom Complainant’s marks, nor has Respondent copied verbatim the word elements of Complainant’s marks. Respondent urges Complainant does not have a complete monopoly to the generic/descriptive terms “f ire” and “store,” particularly when those words are used f airly by Respondent in connection with its own legitimate business. In f act, in Complainant’s prior UDRP case, the Panel came to a similar conclusion – the panel stated it could not “grasp how Respondent’s registration of multiple domain names, each prefaced by the name of or initials for a state, itself demonstrates bad faith use of ‘firestore’ or the ‘f ire’ and ‘store’ because the respondent used those words to describe its legitimate business.” WIPO Case No. D2010-2051, supra. The panel denied Complainant’s prior UDRP complaint, stating that “[e]ven if the Panel were to infer f rom the fact that to some extent Respondent competes with Complainant, or the fact that Respondent’s employees are all firef ighters, that Respondent was aware of Complainant, there is no basis at all f or an inf erence of targeting.” Id. The panel f urther stated that it is just as likely respondent chose the disputed domain names as descriptive of its own goods and services as to take advantage of the complainant’s mark, which was not enough f or the complainant to meet its burden under the Policy. This Panel should make a similar finding here and deny the Complaint. 6. Discussion and Findings In order to succeed on its Complaint, Complainant must demonstrate that the three elements set f orth in paragraph 4(a) of the Policy have been satisf ied. These elements are that: (i) the Domain Name registered by Respondent is identical or conf usingly similar to a trademark or service mark in which Complainant has rights; (ii) Respondent has no rights or legitimate interests in respect of the Domain Name; and (iii) Respondent has registered and is using the Domain Name in bad f aith. A. Identical or Confusingly Similar The Panel f inds that Complainant has demonstrated rights in its THEFIRESTORE trademarks f or purposes of the Policy through registration and longstanding use of its marks. See WIPO Overview of WIPO Panel Views on Selected UDRP Questions, Third Edition, (“WIPO Overview 3.0”), section 1.2.1 (“Where the complainant holds a nationally or regionally registered trademark or service mark, this prima f acie satisf ies the threshold requirement of having trademark rights f or purposes of standing to f ile a UDRP case.”). page 7 Moreover, the Panel determines that the Domain Name is confusingly similar to Complainant’s marks. W IPO Overview 3.0, section 1.7 (“This test typically involves a side-by-side comparison of the domain name and the textual components of the relevant trademark to assess whether the mark is recognizable within the disputed domain name.”). The replacement of the word “the” in Complainant’s marks with the word “used” in the Domain Name is not enough to prevent confusing similarity, given the commonality of the dominant other words “f ire store” in Complainant’s marks and the Domain Name. Respondent has referenced two prior UDRP cases that involved f igurative marks to contend there is no conf using similarity. WIPO Overview 3.0, section 1.10, provides guidance addressing the question, “[h]ow are trademark registrations with design elements or disclaimed text treated in assessing identity or confusing similarity?” Section 1.10 states in relevant part that “[p]anel assessment of identity or conf using similarity involves comparing the (alpha-numeric) domain name and the textual components of the relevant mark. To the extent that design (or f igurative/ stylized) elements would be incapable of representation in domain names, these elements are largely disregarded for purposes of assessing identity or conf using similarity under the f irst element.” Further, “where design elements comprise the dominant portion of the relevant mark such that they ef f ectively overtake the textual elements in prominence, or where the trademark reg istration entirely disclaims the textual elements (i.e., the scope of protection af f orded to the mark is ef f ectively limited to its stylized elements), panels may find that the complainant’s trademark registration is insuf ficient by itself to support standing under the UDRP.” Here, the Panel finds that the design elements of Complainant’s THEFIRESTORE marks do not comprise the dominant portion of the marks such that they ef f ectively overtake the textual elements in prominence. Instead, the three words that appear in Complainant’s marks – “the”, “fire” and “store” – are clearly visible and comprise an integral f eature of the marks, dominant over any design elements. Moreover, Complainant has only disclaimed “color” as not being a f eature of the marks. Theref ore, comparing the textual elements of Complainant’s marks with the Domain Name is appropriate f or the conf using similarity analysis in this case. At the same time, WIPO Overview 3.0, section 1.10, adds that “[t]o the extent the complainant could nevertheless establish UDRP standing on the basis of a mark with design elements, the existence of such [design] elements (or a disclaimer) would be relevant to the panel’s assessment of the second and third elements, e.g., in considering possible legitimate trademark co-existence or scenarios where the textual elements correspond to a dictionary term.” Here, where Complainant’s two trademark registrations correspond to figurative marks (and not word marks), it is appropriate to consider the existence of the design elements in the analysis of the second and third elements of the Policy, discussed below. Accordingly, the Panel f inds that the Domain Name is conf usingly similar to a trademark in which Complainant has rights in accordance with paragraph 4(a)(i) of the Policy. B. Rights or Legitimate Interests / Registered and Used in Bad Faith In certain cases, panels have found that the facts and circumstances of the case may benef it f rom a joint discussion of the second and third elements of the Policy. See WIPO Overview 3.0, section 2.15. The Panel f inds that this is one of those cases because any f inding concerning the second element is inextricably intertwined with a f inding as to the third element. Concerning rights or legitimate interests, although the overall burden of proof is on the complainant, panels have recognized that proving a respondent lacks rights or legitimate interests in a domain name may result in the dif ficult task of “proving a negative”, requiring information that is often primarily within the knowledge or control of the respondent. As such, where a complainant makes out a prima facie case that the respondent lacks rights or legitimate interests, the burden of production on this element shifts to the respondent to come f orward with relevant evidence demonstrating rights or legitimate interests. WIPO Overview 3.0, section 2.1. Here, the Panel determines that Complainant has initially made out a prima f acie case. Complainant conf irms that Respondent is not a licensee of or otherwise affiliated with Complainant, and Complainant did not authorize or otherwise consent to Respondent’s registration of the Domain Name. Respondent registered the Domain Name in July 2022, more than 20 years af ter Complainant began use of its own page 8 <thef irestore.com> domain name, and more than 14 years af ter Complainant registered its f irst THEFIRESTORE trademark in 2008, and approximately 10 years after it registered its second mark in 2012. It is undisputed that Respondent’s use is not intended f or noncommercial or f air use purposes. Instead, Respondent operates a commercial website off ering used f iref ighting and related equipment. Moreover, Respondent’s site arguably competes (or has the potential to compete), at least indirectly, with Complainant’s business and website of f ering new f iref ighting equipment (and based on a review of Complainant’s website, the Panel f ound no evidence that Complainant of f ers used equipment, nor did Complainant offer any evidence that it did). Moreover, although Respondent states it only sells “large ticket” items such as used engines, used trucks, and used hydraulics, a review of Respondent’s site shows that it purports to offer (or broker) at least some “small ticket” items, such as gloves, helmets, hand tools, and handlights, similar to the new equipment offered by Complainant. Thus, the businesses appear to compete to a degree in the f iref ighting and related equipment market by giving customers a choice between Complainant’s new equipment of f erings or the used equipment listed and brokered on Respondent’s website. Finally, Complainant alleges Respondent is taking advantage of the goodwill and reputation in its marks, using the Domain Name to mislead and divert consumers f or commercial gain, and under these circumstances Respondent does not any have rights or legitimate interests in the Domain Name. In response, Respondent has provided evidence that before any notice of this dispute, Respondent’s formed a company in Maryland named Used Fire Store, LLC in February 2023, and began using the Domain Name in July 2023 in connection with a bona fide offering of goods or services. See Policy, para. 4(c)(i). A review of Respondent’s website (and Respondent’s submission of an invoice to demonstrate that it has made at least made one sale) supports the view that Respondent is operating a legitimate business. And Respondent has emphasized that its website does not copy the look and feel of Complainant’s site, nor does Respondent’s logo design (see below) copy the design of Complainant’s marks: Normally, “[p]anels tend to assess claimed respondent rights or legitimate interests in the present, i.e., with a view to the circumstances prevailing at the time of the filing of the complaint.” WIPO Overview 3.0, section 2.11. With this timing in mind, it would appear that Respondent is operating a legitimate business and has provided evidence representing an important step towards demonstrating rights or legitimate interests in the Domain Name. However, this is not the end of the analysis, as the f ocus must turn to the third element of the Policy, because Respondent’s use of the Domain Name cannot be considered to be in connection with a bona f ide offering of goods or services (in accordance with the Policy, para. 4(c)(i)), if the Domain Name, as alleged by Complainant, was registered while targeting Complainant’s mark and used to attract, f or commercial gain, Internet users by creating a likelihood of conf usion with Complainant’s mark as to the source, sponsorship, af f iliation. See Policy, para. 4(b)(iv). Paragraph 4(a)(iii) of the Policy provides that Complainant must establish that Respondent has registered and used the Domain Name in bad faith. WIPO Overview 3.0, section 3.1, states, “bad faith under the UDRP is broadly understood to occur where a respondent takes unf air advantage of or otherwise abuses a complainant’s mark”. This case presents a close call. The f irst question is whether Respondent registered the Domain Name in bad f aith. Complainant alleges that it has substantial goodwill and valuable reputation in its THEFIRESTORE marks, and given the longstanding use and fame of Complainant’s marks in the used f ire equipment space, Respondent clearly knew or should have known of the marks at the time it registered and used the Domain Name, and such knowledge is sufficient to establish the Domain Name was registered in bad f aith. Respondent responds, however, that Complainant’s naked contention that its trademarks are “well-known” should be rejected because Complainant has failed to submit any evidence in support, such as the size of its business, number of customers, financial results, and marketing expenses, and there is no evidence before the Panel to enable it to inf er Respondent knew of Complainant when starting its business. page 9 The Panel makes three observations on these points. First, the Panel observes that Complainant’s began using its <thef irestore.com> domain name in 2000, and subsequently registered its f igurative THEFIRESTORE marks in 2008 and 2012, many years before Respondent registered the Domain Name in July 2022, established its company name in February 2023, and began operations in July 2023. By comparison, the previous UDRP case cited by Respondent, in which Complainant unsuccessfully challenged a third-party’s domain name registration, was decided in 2010, just two years af ter Complainant had registered its first trademark and 13 years before Complainant brought its Complaint in this case. The length of time Complainant has used its trademarks and domain name prior to Respondent’s registration of the Domain Name makes the circumstances in this case substantially different from the prior case. See Witmer Public Safety Group, Inc. v. Domains by Proxy Inc. / JTRE LLC, WIPO Case No. D2010-2051 (“No evidence in the record indicates that in March 2010 Respondent knew of Complainant or its marks.”)(italics ad d ed ). Second, as to Respondent’s contention that Complainant has failed to submit any evidence to support the goodwill and reputation in its marks, the Panel agrees that Complainant’s submission is lacking in this important respect. However, the Panel cannot ignore that both parties have put into evidence Complainant’s website, where it offers firefighting equipment and related goods to consumers via on-line retail. See e.g., WIPO Overview 3.0, section 4.10 (“panel may undertake limited factual research into matters of public record if it would consider such inf ormation usef ul to assessing the case merits and reaching a decision”). A perusal of Complaint’s site shows that it not only operates online, but also has three locations (including its headquarters) in Pennsylvania, as well as showrooms or sales operations in New York, Virginia and Maryland. The Panel also observes that Respondent is located in Maryland. Given Complainant’s longstanding online and offline operations in the niche f iref ighting equipment market (and Respondent’s p resence in that market as well), and the proximate location of the two parties in the mid-Atlantic region of the United States, the Panel disagrees with Respondent’s claim that “there is no evidence bef ore the Panel to enable it to inf er the Respondent knew of the Complainant when starting its business.” Again, the evidence before the Panel in this case is distinguishable from the prior case involving Complainant, where the panel f ound that “as for a basis for the Panel to infer actual knowledge, there is only the statement in the Amended Complaint that ‘[Complainant’s] trademark is very well known and it is extremely unlikely that the Respondent would not have been aware of this f act.” WIPO Case No. D2010-2051, supra. Third, Respondent, although presented with the opportunity to specif ically deny that it was aware of Complainant and its marks (e.g., by filing an affidavit with its Response), did not do so. Instead, Respondent stated that “even assuming that Respondent was aware of Complainant’s marks, that does not mean that Respondent could not otherwise fairly adopt its domain, which is comprised strictly of generic and descriptive terms.” The Panel recognizes that Complainant has the burden of proof to demonstrate registration and use in bad f aith. The Panel determines that on the basis of all of the evidence in the record, it is more likely than not that Respondent was aware of Complainant and its THEFIRESTORE trademarks when registering the Domain Name. However, given the nature of Complainant’s trademark registrations as figurative marks (as compared to word marks), the noteworthy lack of evidence (beyond what can be inferred from Complainant’s website) about the strength of Complainant’s marks (and lack of any related demonstrated harm or actual conf usion), and the descriptive terms used in both the textual elements of Complainant’s f igurative trademarks and the Domain Name, the Panel is unable to f ind that Respondent targeted Complainant’s marks in bad faith when registering the Domain Name. As noted under the analysis of the first element, “the existence of such [design] elements (or a disclaimer) would be relevant to the panel’s assessment of the second and third elements, e.g., in considering possible legitimate trademark co-existence or scenarios where the textual elements correspond to a dictionary term.” WIPO Overview 3.0, section 1.10. Moreover, the Panel’s conclusion is further supported by the facts that Respondent’s logo design, as well as the layout and look and feel of Respondent’s website, do not appear to copy or target Complainant, its trademarks and website, nor is there any other indication of attempts to take advantage of Complainant or its marks. This last point serves to support Respondent’s contention that the Domain Name has not be used with the intent to attract and confuse Internet users as to source or affiliation of Respondent’s business. See WIPO Case No . D2010-2051, supra. page 10 As observed by the panel in the prior case brought by Complainant, “things may turn out dif f erently in an inf ringement action, in which the substantive law may dif f er and each party will have the opportunity to develop a complete record through discovery and conf rontation.” WIPO Case No . D2010-2051, supra. Theref ore, the Panel makes no comment on the likelihood of success of an infringement action under United States law. However, in this case, the Panel concludes that, on the basis of the entire record, Complainant has not carried its burden of proving Respondent’s bad f aith as required by the Policy. 7. Decision For the f oregoing reasons, the Complaint is denied. /Christopher S. Gibson/ Christopher S. Gibson Sole Panelist Date: March 3, 2023

Source of record: WIPO . Reproduced for research; WIPO is the authoritative source.