Thomas Skinner hit by legal setback as Bosch moves to block 'Bosh' brand

London — Thomas Skinner, the former Apprentice contestant and current Strictly Come Dancing participant, has been blocked from using his signature catchphrase “Bosh” to launch a new brand after legal action by Bosch, the German electrical and home-appliance giant.

Bosch’s lawyers pursued action that a names tribunal ordered Skinner to drop the proposed “Bosh” line for bedding and candles, citing the risk of trademark confusion with the Bosch brand. The Sun, citing a source close to the case, reported that Skinner hoped to extend the name across multiple ventures, but Bosch’s legal team moved quickly to protect its mark. The Daily Mail has contacted Skinner’s representatives for comment.

Skinner, 34, rose to prominence on The Apprentice in 2019 and became synonymous with his “Bosh” catchphrase. He used it to sign off posts on social media and even incorporated it into the public announcement that he would be joining Strictly Come Dancing, writing at the time: “I’m beyond excited to be joining Strictly Come Dancing. Bring on the sequins, sambas and most importantly, the BOSH to the ballroom.” The branding decision comes amid a broader period of scrutiny for Skinner, who has faced personal controversy alongside his evolving career.

The timing of the branding dispute coincides with a high-profile admission about Skinner’s personal life. Reports have described Skinner as having cheated on his wife weeks after their May 2022 wedding, a revelation he has said was a moment of madness that nearly ruined his life. Accounts vary over the length of the affair. The Sun previously cited Skinner telling its sister publication that his relationship with Amy-Lucy O’Rourke was a two-week fling. In contrast, Amy-Lucy O’Rourke herself spoke to the Daily Mail, saying the affair lasted as long as three months. Skinner has maintained that his wife Sinéad forgave him and that the couple has moved forward, though details of the relationship remain contested in coverage.

Beyond the personal controversy, Skinner’s public profile has been shaped by his political leanings and social-media activity. He drew criticism after appearing at a barbecue hosted by JD Vance, the former Trump administration ally cited by Skinner as a “once-in-a-lifetime” event. Skinner also faced backlash for posts on social media that explored nationalistic themes, with critics arguing the content reflected an extreme or provocative stance. He has defended his right to express his views while insisting he is not trying to cancel himself or destabilize his family life.

As Strictly Come Dancing preparations move forward, Skinner has publicly pushed back against the idea that he will be canceled. On X, he wrote a lengthy message asserting that he has been attacked but remains resolute, telling followers that he built his career through graft and hard work and that personal setbacks have only strengthened him. He described a background of hardship, including sleeping on a pull-out bed during difficult years, and framed his drive as evidence of resilience rather than entitlement.

The Bosch dispute adds a legal wrinkle to Skinner’s public arc, illustrating the kinds of branding battles that can accompany rapid fame. It also sharpens the timeline of events surrounding his appearance on Strictly, his ongoing relationship with his audience, and the scrutiny that accompanies public life in entertainment today. As this story develops, observers will watch whether Skinner pivots to a different branding approach or repositions his public persona in light of the ongoing legal matter and the personal revelations that have followed in recent years.