BINASCO (MILAN) – Cimbali Group, one of the world’s leading manufacturers of professional espresso coffee machines, announces that a Chinese Court of Appeal has upheld and expanded the protection granted to its subsidiary Seattle Espresso Machine Corporation in litigation concerning counterfeiting and unfair competition involving the American brand Slayer. The appellate judgment, which is immediately enforceable, fully upheld Cimbali Group’s claims, confirming the existence of unfair competition and recognising the distinctive character of the Slayer Espresso machine design under Chinese law.
The Court also found trademark infringement, overturning the first-instance decision on that point. Specifically, although the signs used by the defendants were not identical to the original trademarks, they were deemed sufficiently similar to lead consumers to assume the existence of a commercial connection with Cimbali Group and the Slayer brand.
With respect to damages, the Court more than doubled the amount awarded at first instance, increasing it from RMB 800,000 to RMB 2,000,000 (approximately EUR 260,000), in addition to legal costs. The ruling also imposes joint and several liability on all parties involved and orders the immediate cessation of all infringing activities.
From a legal standpoint, the decision confirms that intellectual property protection may extend not only to trademarks but also to the distinctive elements of product design. The Court recognised that even the use of non-identical signs may constitute infringement where it is likely to lead the public to believe that a commercial link exists with the rights holder.
The outcome is particularly significant given China’s strategic importance for the Slayer brand, now its second-largest market, as well as the brand’s growing footprint in the country. According to available data, China is home to 87,505 coffee outlets, an increase of 20,978 locations compared with the previous period, representing growth of 31.5%. Against this backdrop of rapid market expansion – and the growing number of professional environments in which premium machines such as Slayer can be installed and showcased – the protection of intellectual property has become essential to preserving the value of authentic products and ensuring transparency for professional operators.
1 Source: Lexology 2025https://www.lexology.com/library/detail.aspx?g=9fcbd2dd-e69f-4e41-966d-68fc2541cd7f&__cf_chl_f_tk=7mVRzhSt1TH6Os.WsskbvkoeJrYDdcsPpIAxtVlmgpU-1782821076-1.0.1.1-SUaUq2pLB8xhuLHL0OYDEzVaEJa77DDY3McG_yJB3ts
Renowned for their distinctive design, build quality and high performance, Slayer machines occupy the premium end of the market. As a result, the presence of imitation products sold at significantly lower prices while closely replicating the appearance of original machines can create confusion throughout the value chain and among professional users.
The Shanghai court had already recognised at first instance that the unique combination of aesthetic features characterising the Slayer Espresso machine – including its distinctive X-shaped side support and its combination of colours, shapes and structural elements – constituted a distinctive trade dress capable of unequivocally identifying the product and its commercial origin. The Court of Appeal has now upheld and expanded that recognition, extending protection to trademark rights as well.
This represents the first – and to date only – case of a complete appellate victory in the professional coffee equipment sector, involving a combination of circumstances unmatched in the industry: an Italian industrial group successfully protecting an American brand before the Chinese courts. The outcome provides tangible evidence that intellectual property rights can be effectively enforced even in some of the most complex international trade environments.
“This judgment goes far beyond the protection of our own business interests,” said Frédéric Thil, Managing Director of Cimbali Group. “It is an important result for all companies operating in China with products driven by design and innovation. We pursued this case not only to protect the Slayer brand and our customers, but because we firmly believe that safeguarding intellectual property and know-how is a fundamental pillar of fair and sustainable international trade. We will continue to invest with the utmost determination in protecting our rights, our brands and the value they represent for our partners and customers around the world.“
About Cimbali Group
Cimbali Group is one of the world’s leading manufacturers of professional coffee machines, milk-based beverage equipment and coffee shop solutions. The Group includes the brands La Cimbali, Faema, Slayer and Casadio and operates two manufacturing facilities in Italy and one in the United States, in Seattle, where Slayer-branded machines are produced, employing approximately 750 people worldwide. In 2019, the Group expanded its manufacturing footprint to four production sites through the acquisition of Keber, a leading manufacturer of professional coffee grinders based in Dolo, near Venice.
The Group’s commitment to promoting espresso coffee culture and enhancing local heritage led to the establishment of MUMAC – the Coffee Machine Museum in 2012. Located at Cimbali Group’s headquarters in Binasco, it is the first and largest permanent exhibition dedicated to the history, culture and evolution of espresso coffee machines. MUMAC is also home to MUMAC Academy, Cimbali Group’s training, education and research centre for the professional coffee industry
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