31In that regard, it should be recalled from the outset that it is essential that the proprietor of a trade mark registered in one or more Member States should be able to control the initial marketing in the EEA of goods bearing that mark (see, in particular, judgments in Zino Davidoff and Levi Strauss, C‑414/99 to C‑416/99, EU:C:2001:617, paragraph 33; Makro Zelfbedieningsgroothandel and Others, C‑324/08, EU:C:2009:633, paragraph 32; and L’Oréal and Others, C‑324/09, EU:C:2011:474, paragraph 60).
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