The .Luxury is an all new generic domain extension which aims to speak directly with luxury buyers who are looking for high-end and ultra luxurious products. The new .luxury domain aims to help luxury brands further their status as luxury brands but we sincerely doubt it will make a difference.

Recent reports suggest that the ‘who’s-who’ of the luxury industry such as Gucci, Chanel, Bulgari and more are registering a dot luxury domains. This new .Luxury domain can, perhaps, bring the luxury industry’s fragmented online presence together and give it a common name and a centralized presence.

The organization responsible for the domain name launched a system that allowed generic top-level domain names in 2012. Initially, most top-level domains had only .com at the end of their URL. Now in the initial sunrise period of the .luxury registration, more than 500 luxury brands have already registered and secured their .luxury domain name. Presently, in the rush hour period, non-trademarked brands have applied for registration – for a premium price. If the domain name gets more than a single entry, it will be auctioned to the highest bidder. From September 19th, the .Luxury domain will be available to general public on a first-come-first-served basis.

The .Luxury Company is offering a dedicated platform for all luxury brands to collaborate and interact with one another. It has also laid down certain strict rules and regulations that prohibit and penalize counterfeiting and cyber squatting.

Regardless of the luxury product you deal in – haute couture clothes, exotic cars, superyachts,  or stylish home furnishings – does a .Luxury website tell your consumers that you are the best at what you do? We don’t think so. Luxury is about experience, customization and above all relationships. Having a .luxury at the end of your name does not make you luxury. But, like all other luxury brands out there, we might have to get on board with this new trend and secure our domain. It would be terrible for someone else to manage I would simply have nightmares…

If you want to learn more in order to make up your own mind, visit

Roxanne Genier