Rush for ‘luxury’ domain names continues

Luxury may no longer be a dirty word.

The rush for domain names that end in the word "luxury" shows no signs of slowing, according to Monica Kirchner, CEO and co-founder of a new tech company that is helping brands create platforms to define themselves in the luxury category.

Kirchner, a former COO of Lehman Brothers, told Julie Earle-Levine that she and her partners won an auction for the domain rights and are selling them to companies.

Tiffany, Armani, Four Seasons, Bitcoin, Berkshire Hathaway and Hermès are among 1,250 companies that have signed on to dot-luxury (www.join.luxury) and will use the luxury domain extension instead of, or together with ".com."

Kirchner says luxury retailers — hotels and real estate, interior design and fashion companies — are buying not just to sell product but also for specific launches, and to target advertising campaigns and reach consumers in a way most relevant to their message.

The LA-based team spent $185,000 to apply for ".luxury," and an undisclosed amount to win the top-level domain in a private auction.

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