From great idea to global fame – Lauf is the Trademark of the Month
The word and figurative trademark Lauf is the Trademark of the Month for June at the Icelandic Intellectual Property Office. Benedikt Skúlason, founder and CEO of Lauf, recently returned to Iceland after spending two years in the United States, where he set up the company’s factory in Harrisonburg, Virginia. We met with Benedikt at the company’s headquarters at Grandagarður in Reykjavik to hear about the Lauf journey.
Benedikt describes Lauf as a high-end bicycle company. The company specializes in manufacturing top-tier gravel bikes and is gradually expanding its product line. According to Benedikt, Lauf makes better use of the material properties of both carbon fiber and glass fiber, than other bicycle companies. With this technology, Lauf produces bikes that are not only among the lightest available but also have suspension integrated into the frame structure.
The invention of a groundbreaking suspension fork marks the start of the adventure
The company was founded around the patented invention of an innovative suspension fork for gravel bikes. This fork is lighter and more responsive than anything that had been seen before, in addition to being maintenance-free. Benedikt explains that the bike fork is the part that holds the front wheel under the bike. Lauf’s suspension fork ensures greater stability, traction, and comfort, allowing cyclists to ride faster than ever. After selling the forks for several years, Lauf took a step further and began selling gravel bikes under its own name.
All of Lauf's staff are cyclists
The company employs around 20 people, with half of them based in Iceland and the other half in the United States. “We are all cyclists,” says Benedikt. “It’s more fun and better to work within your field of interest.” This creates a fun and shared atmosphere at the workplace, where everyone shares a passion for cycling. It can be said that Lauf’s staff are all in good spirits, as they enjoy the outdoors and the excitement that cycling offers. This shared experience and enthusiasm make the team stronger and more cohesive, which results in better products and services. That’s just how they roll!
Protecting intellectual property Is crucial for Lauf
When asked about the inspiration behind the company’s name, Benedikt explains that it has a double meaning, referring to both the lightness of the product and “leaf spring suspension.” Benedikt explains that registering the trademark in 2014 was essential to securing the brand’s rights in the global consumer market. “It would be foolish to invest in marketing your trademark without actually owning it,” says Benedikt.
In the development of new technology, protecting intellectual property is always one of Lauf’s key priorities. Benedikt says they do not release new products without first securing intellectual property rights. Although the company has not yet had to enforce its patents, they are aware that the patents have had a deterrent effect, preventing a specific competitor from producing a similar product.
Benedikt advises young entrepreneurs to consider intellectual property rights, especially if they work in fields where patents are relevant. “While your new company is small and vulnerable, you don’t want to have to fight against larger and stronger players who might steal your technology,” he says. It’s important to be on the right track when it comes to these matters.
"While your new company is small and vulnerable, you don’t want to have to fight against larger and stronger players who might steal your technology."
Exciting innovations in the pipeline
Lauf’s future plans are ambitious. Today, the company is a leader in the gravel bike category, but the goal is to expand the product line further and enter more market areas. Benedikt predicts that in 5-10 years, Lauf will be one of the world’s largest high-end bicycle companies. When asked about upcoming projects or innovations, he smiles and says there are many exciting developments in the works, but he can’t reveal more at the moment. He urges us to stay tuned. It’s clear that Lauf is on an exciting journey, moving full speed ahead with no brakes!
Trademark V0091690 registered on July 1, 2014
The application for trademark registration was filed at the Icelandic Intellectual Property Office in January 2014, it was published for registration on July 15, 2014, and the registration was renewed on April 14 this year in classes 12, 18, 25, including vehicles, bicycles, and clothing.
Trademark of the Month selected by the staff of the Icelandic Intellectual Property Office
The Trademark of the Month initiative is modeled after similar programs at other Nordic and Baltic intellectual property offices. The goal of selecting a registered trademark for discussion each month is to raise awareness of the importance of trademark registration and to promote the activities of the Icelandic Intellectual Property Office. The staff of the office selects the Trademark of the Month from newly registered and recently renewed Icelandic trademarks that represent Icelandic products and/or services. The selected trademark must have clear distinctive features and strong differentiation ability; it should not be descriptive or likely to be confused with other trademarks.