Buc-ee's has won another legal battle to protect its famous beaver mascot.
A federal judge has ordered South Carolina clothing retailer Born United to pay more than $850,000 after the company admitted to infringing on Buc-ee's trademark, according to the Greenville News, part of the USA TODAY Network. The judgment permanently prohibits Born United from using Buc-ee's beaver logo or any mark considered "confusingly similar."
The order also requires Born United to destroy merchandise bearing the disputed logo, remove advertisements featuring it and could require the company to pay Buc-ee's attorney fees if it violates the terms of the judgment.
The ruling is the latest victory for the Texas-based travel center chain, which has aggressively defended its trademarks as it expands across the United States. Buc-ee's has filed a number of lawsuits in recent years against businesses it says copied elements of its branding, including its recognizable smiling beaver mascot.
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Buc-ee's filed the federal lawsuit against Born United in 2025, alleging the North Charleston retailer sold clothing featuring a version of the company's trademarked beaver logo.
According to Greenville News, some of the merchandise depicted a beaver resembling Buc-ee's mascot wearing tactical gear, including night-vision goggles and carrying a weapon. Buc-ee's argued the designs infringed on its federally registered trademarks and could lead customers to believe the products were affiliated with the company.
Born United agreed to settle the case by paying approximately $850,000 and permanently stopping use of Buc-ee's beaver logo or similar designs. The judgment also requires the company to destroy remaining products bearing the disputed logo and remove advertisements featuring the image.
Born United is a South Carolina clothing company with stores in North Charleston, Myrtle Beach and Summerville.
The retailer sells military-themed apparel and accessories through several brands. On its website, Born United says it "respects, supports and honors" members of the military, law enforcement, firefighters, first responders and others who serve the country.
The Born United case is one of several trademark disputes Buc-ee's has pursued as the company continues expanding beyond its Texas roots.
Most recently, Buc-ee's sued Beaver's Mini Mart, a family-owned convenience store in Beavercreek, Ohio. According to the federal complaint, Buc-ee's alleges the store's smiling beaver logo, name and red-letter branding are similar enough to its trademarks to create consumer confusion. The Ohio business has denied intentionally copying Buc-ee's branding.
The lawsuit attracted national attention after HBO's John Oliver criticized Buc-ee's history of trademark litigation on "Last Week Tonight" and challenged the company to sue over parody merchandise featuring a squirrel mascot. Days later, Buc-ee's filed its lawsuit against Beaver's Mini Mart.
Buc-ee's has also pursued trademark lawsuits against businesses including Teddy's Market in Georgia, Barc-ee's in Missouri, Super Fuels in Texas and Chicks convenience stores.
As Buc-ee's continues opening stores in new states, the company has increasingly turned to the courts to protect what it argues is one of its most recognizable brand assets: its trademarked smiling beaver. The judgment against Born United is the latest example of Buc-ee's efforts to prevent other businesses from using logos or branding that it says could confuse consumers.
Contributing: Gabe Hauri, USA TODAY
Reporter Anthony Thompson can be reached at [email protected], or on X @athompsonUSAT
This article originally appeared on USA TODAY: Buc-ee's continues to protect its beaver logo. It just won $850K