What was filed

The complaint is Document 1, filed October 13, 2026, in the U.S. District Court for the Northern District of Illinois, Eastern Division. The case is Sagehome Brands, LLC d/b/a New Bath Today v. New Bath, LLC, No. 1:26-cv-12550, and it includes a jury demand. It pleads seven counts: federal trademark infringement under 15 U.S.C. § 1114; false association under 15 U.S.C. § 1125(a)(1)(A); cybersquatting under 15 U.S.C. § 1125(d); Illinois Uniform Deceptive Trade Practices Act, 815 ILCS 510/2 et seq.; Illinois Consumer Fraud and Deceptive Practices Act, 815 ILCS 505/2 et seq.; Illinois common-law trademark infringement; and Illinois common-law unfair competition. Counsel are Brooke Smith and Scott A. Nehls of Krieg DeVault LLP.

What the complaint alleges

Sagehome says it builds a national aging-in-place and bathroom remodeling platform, that New Bath Today was its first bath-division acquisition, that it is moving to consolidate under the New Bath Today brand, and that through its acquired entities it operates in 19 states and over 400 cities. It points to U.S. Reg. Nos. 5,999,920 and 5,999,921 for bathtub and shower goods (IC 011) and installation services (IC 037), with a stated first-use date of January 2, 2017, and says the marks were assigned to Sagehome on October 10, 2025. It also says New Bath Today was registered with the Illinois Secretary of State on May 20, 2020, as an assumed business name of Sagehome subsidiary Midwest Bath, LLC, and that newbathtoday.com was obtained in July 2016.

It alleges that New Bath, LLC formed on March 1, 2023, markets bathroom and kitchen renovation services in the Oswego, Illinois area, obtained newbathllc.com on April 4, 2023, and uses website copy and layout that are nearly identical or strikingly similar to New Bath Today's site, including one-day installation claims. It says Sagehome sent a cease-and-desist demanding that the defendant stop using the marks and transfer the domain, that the defendant received the letter, and that it still operates as New Bath LLC, still holds the domain, and still uses the marks. The prayer asks for preliminary and permanent injunctive relief, an accounting and trebled damages under 15 U.S.C. § 1117, domain turnover, destruction of marked merchandise, attorneys' fees, and other relief.