What 'doing business as' name is allowed for a Deka Lash franchisee's entity?
Deka_Lash Franchise · 2024 FDDAnswer from 2024 FDD Document
- 7.8 Entity Name Requirements. You may not use the words "Deka" or "Deka Lash" or any confusingly similar words, as any part of the name of a corporation, LLC or other entity.
However, "Deka Lash" followed by your entity number, or such other designation as we shall specify, shall be your "doing business as" name for an entity which owns this franchise, sometimes also called your "assumed name," "trading as" name, or "fictitious name."
Source: Item 23 — RECEIPT (FDD pages 63–234)
What This Means (2024 FDD)
According to the 2024 Deka Lash Franchise Disclosure Document, a franchisee's entity cannot include "Deka" or "Deka Lash" or any confusingly similar wording in its name. However, the franchisee is permitted to use "Deka Lash" followed by the entity number or another designation specified by Deka Lash as its 'doing business as' name. This is also referred to as the assumed, trading as, or fictitious name.
This policy ensures that the legal entity operating the franchise is clearly distinguished from the Deka Lash brand itself, while still allowing the franchisee to operate under the Deka Lash name for business purposes. This is a common practice in franchising, as it protects the franchisor's brand identity and avoids potential legal confusion.
For a prospective Deka Lash franchisee, this means that when forming a legal entity for the franchise (such as an LLC or corporation), the entity's official name must be different from "Deka Lash." However, the franchisee can then register a "doing business as" name that includes "Deka Lash" along with an entity number or other identifier. This allows the franchisee to operate the business under the well-known Deka Lash brand while maintaining a distinct legal identity for the business entity.