As FLATED's reputation for innovative inflatable automotive and camping products grew, so did the attention from competitors and copycats. Like many successful product brands, increased visibility brought new challenges. Products began appearing across Alibaba and AliExpress that looked remarkably similar to FLATED's own offerings, often at significantly lower prices. What started as a handful of suspicious listings quickly became a wider challenge involving multiple sellers, multiple marketplaces and multiple product ranges.
Factory-Level Counterfeits Creating Marketplace Confusion
One of FLATED's biggest concerns centred around its inflatable vehicle covers.
Across Alibaba and AliExpress, sellers were offering products that closely mirrored FLATED's protected design. Customers searching for FLATED products were being presented with a growing number of alternatives, making it increasingly difficult to distinguish genuine products from unauthorised copies.
Beyond the immediate loss of sales, there was a bigger concern. When counterfeit or unauthorised products enter the market, customers often associate any quality issues with the original brand. The longer these listings remain active, the greater the risk of confusion and reputational damage.
A Second Challenge Emerging at the Same Time
While dealing with design infringements of their automotive products, FLATED encountered a different issue with one of its inflatable camping product ranges.
Sellers were not only copying the products, they were also using FLATED's own product photography to market them. Images that had been created by FLATED were appearing across multiple marketplace listings without permission.
Although the products required a different approach, the infringement itself still created a pathway for action.
Matching the Enforcement Strategy to the Infringement
IP Moat built an enforcement strategy around the intellectual property available for each product line.
For the inflatable vehicle covers, patent rights were used to challenge and remove infringing listings across Alibaba and AliExpress. Evidence was gathered and structured to align with platform requirements, helping to ensure that reports could be processed efficiently and consistently.
For the camping products, copyright enforcement provided an alternative route. Because sellers were using FLATED's original photography without permission, the listings could be challenged on the basis of copyright infringement, using certificates stored in IP Moat's Copyright Vault.
Restoring Control Across the Brand
As infringing listings were removed, the impact extended beyond simply reducing the number of counterfeit products appearing online.
Customers could more easily identify genuine FLATED products. Confusion across marketplaces was reduced. Unauthorised sellers lost visibility and the brand regained greater control over how its products and content were being presented online.
Most importantly, enforcement became a structured process rather than a constant battle against individual sellers.
Founder Perspective
"The best for IP protection and great, personal service. We have been with them for a few years and highly recommend Anna and the team."
Ryan Guay, Founder & CEO, FLATED
Why This Matters
Many brands assume that if a product isn't covered by a patent or registered design, there is little that can be done when copycats appear.
FLATED's experience demonstrates that effective brand protection is rarely about relying on a single form of intellectual property. Successful enforcement often involves understanding every right available to a business and applying the most effective strategy for each situation.
Patents can be used to challenge product copies. Copyright can be used to protect original photography, videos and creative content. Together, these tools can provide powerful protection across marketplaces where counterfeiters and copycats operate.
In global marketplaces such as Alibaba and AliExpress, knowing which enforcement route to take can make the difference between ongoing frustration and meaningful results.
Get a Free Audit
If counterfeit products, copied listings or stolen content are affecting your business, IP Moat can help identify where your intellectual property is being used without permission.
Our free audit highlights potential infringements across marketplaces, websites and advertising platforms, helping you understand the scale of the problem and what action can be taken to protect your brand.
To learn more about FLATED and explore their innovative inflatable automotive and outdoor products, visit their website.
