WeWork’s Chinese Rival Nixes ‘UrWork’ Label in Global Makeover

Company remains UrWork but will brand its service “ucommune”
Re-branding comes after an agreement to settle legal action

A pedestrian passes outside a shared office space, operated by WeWork Cos Inc., in London, U.K., on Monday, Aug. 14, 2017. WeWork Cos Inc. has started legal action against shared-office landlord UrWork in London, accusing its fast-growing Chinese rival of infringing on its trademarks.Photographer: Jason Alden/Bloomberg

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By Bloomberg News

December 27, 2017 at 8:00 AM UTC

This article is for subscribers only.

The “UrWork” brand is no more. WeWork Cos.’s Chinese rival is re-naming its shared-office service “ucommune,” a re-tool that may help it side-step potential legal hassles as it pursues a global expansion.

URwork (Beijing) Venture Investment Co. retains its formal name but decided to drop the moniker from all of its hundred-plus locations after WeWork called off a trademark battle against its competitor. The Chinese startup’s now in the process of building product lines around the new brand, it said in a statement without giving specifics. UrWork’s said previously it’s exploring other services that startups need, from marketing and public relations to legal and fund-raising assistance.