EFlowers.com, a direct seller of fresh-cut flowers and gifts, has decided not to market itself under its newly acquired and registered toll-free number, 1-800-eFlowers, said company President-CEO William C. McClure. "Our legal staff has secured the trademark filing of eFlowers.com. We will not market under 1-800-eFlowers. That is our phone number, which we recently acquired. You can be assured, if we marketed under that name Jim [McCann of 1-800-Flowers] would have his people immediately start an infringement action,'' Mr. McClure told Advertising Age. 1-800-Flowers has said it is studying possible legal action against 1-800-eFlowers over possible trademark infringement.
Copyright September 1999, Crain Communications Inc.