The founder of JoJo Maman Bebe, an upmarket infant clothing brand, raised concerns that re-selling second hand baby clothes online could be infringing her brand’s intellectual property rights (IP).

Laura Tenison, JoJo Maman Bebe’s founder, was particularly concerned by online resellers using images from the Jojo Maman Bebe website in their online listings and advertisements.

Ms Tenison commented on a Facebook group entitled “JoJo Maman Bebe Pre-Loved Buy and Sell”: “it is against the law to reproduce images which you have not paid for and are taken off our website or catalogues.”

“The models have given consent for use by JoJo and approved publications and reproduction of our IP is not acceptable,” she added.

“If this is not taken serious[ly] we will have to ask Facebook to close down the group – which would be a shame because we like the hand-me-down culture when the prices are fair”.

The reselling of baby clothes online is growing increasingly popular and according to reports some resellers have grown from selling pre-worn garments as a personal hobby to developing a revenue generating business with high annual turnovers.

Whilst Ms Tenison later apologised for her impromptu remarks, the images she alleged had been copied from her website have since been removed.