Home Center Loses Trademark Battle Over 'HOME' Brand to Dabah Network in Israel

Home Center, a major Israeli retail chain, lost a legal dispute over exclusive rights to the word "HOME" in Israel against Salah Dabah & Sons, a company that produces and markets a private brand called HOME. The conflict began when Dabah sought to register a trademark featuring the word HOME alongside a house illustration and cleaning products in black and white. Home Center opposed the registration, arguing that the trademark was similar to its own well-known marks and could confuse consumers. Home Center claimed its trademarks have been well known in Israel for about 30 years and presented a survey indicating over 20% of respondents mistakenly associated Dabah's mark with Home Center.

Dabah, represented by attorney Tomer Apeldorf, countered that Home Center has no exclusive rights to the word HOME or the house symbol, emphasizing that HOME is a generic dictionary word commonly used in household product branding. Dabah also argued that Home Center failed to prove its marks were well known and presented its own survey showing only 6% of respondents linked the mark to Home Center, indicating no real risk of confusion.

In September 2025, the Israeli Patent Registrar, Dr. Roya Israeli, rejected Home Center's opposition, ruling that Home Center did not meet the high evidentiary burden to prove its marks were well known or that the word HOME alone was exclusively associated with it. Home Center appealed, but this month the Jerusalem District Court, led by Judge Avigdor Dorot, upheld the decision, finding no grounds to intervene and no likelihood of confusion between the marks.

Dabah's legal team welcomed the ruling, stating it preserved fair competition for consumers. Home Center said it respects the court's decision but regrets the court did not intervene in the Patent Registrar's errors and is currently reviewing the judgment to decide on further steps.