## Facts

- The defendants operated a grocery business under the name "Williamson and Treadgold," building a significant local reputation.
- They sold their business to the plaintiffs, Newton Abbott Co-operative Society.
- After the sale, the defendants began a new venture and continued to use the name "Williamson and Treadgold."
- The continued use caused confusion among customers.
- The plaintiffs claimed that the sale included all goodwill associated with the business name, and that the defendants’ continued use of the name breached the agreement.
- The defendants argued that the goodwill was personal to them and was not transferable as part of the sale.

## Issues

1. Whether the assignment of goodwill in the sale of a business includes the right to use the business's name and trade marks.
2. Whether goodwill is inseparable from the business or is a personal right of the proprietors.
3. Whether continued use of the business name by the seller after the sale constitutes a breach of the assignment of goodwill.

## Decision

- The court ruled in favor of the plaintiffs, holding that the assignment of goodwill, by its nature, included the right to use the business’s name and trade marks.
- It determined that goodwill is an essential part of the business and cannot be separated from it.
- The court rejected the argument that the goodwill was personal to the defendants and held that the goodwill associated with a business is distinct from the personal reputation of its proprietors.
- The judgment emphasized the necessity of explicitly addressing the assignment of goodwill and associated rights in the contractual agreement for a business sale.

## Legal Principles

- Goodwill is a property right attached to the business, not to the individual proprietors.
- The transfer of goodwill in a business sale generally includes the right to use business names and trade marks, unless the contract explicitly provides otherwise.
- The personal reputation of proprietors is distinct from the commercial goodwill of the business.
- Sale agreements for businesses should explicitly specify the rights being assigned, especially concerning names and marks, to prevent disputes.

## Conclusion

The case established that, upon the sale of a business, the assignment of goodwill includes the right to use the business name and trade marks, clarifying that goodwill forms part of the business itself and not of its former owners. This precedent underlines the importance of explicitly documenting goodwill transfers and associated rights in business sale agreements to protect the intangible value and prevent post-sale disputes over business identifiers.

Newton Abbott Co-operative Society v Williamson and Treadgold Ltd [1952] Ch 286