.flowers

Overview

• .flowers is a generic top-level domain (gTLD) created under ICANN's New gTLD Program.
• It is categorized under Lifestyle and intended for the floral/flowers market sector.
• The registry and manager for the string is Uniregistry.

History

• The .flowers string was delegated to the DNS Root Zone on 25 December 2014.
• .flowers entered General Availability on April 7, 2015.
• Uniregistry, Corp. is the current registry; the company applied for dozens of new gTLDs.
• Multiple applicants competed for the string during the application process, including Top Level Domain Holdings Ltd. (TLDH), Donuts (Fern Willow, LLC), and Piper Ventures, LLC.
• In September 2014, all other applicants except Uniregistry withdrew their applications, reportedly as part of a private deal, leaving Uniregistry as the delegated operator.
• Prior to delegation, TLDH announced a $15 million funding arrangement intended to support auction participation for contested strings.

Usage and Audience

• The TLD is placed in the "Lifestyle" category and is directly associated with the floral market sector.
• Notable registry-level commercial activity includes the sale/transfer of the second-level name Pro.Flowers to FTD; the transfer was completed on April 10, 2015 for USD 50,000.

SEO and Brand Impact

• During the application process, Piper Ventures' application received a GAC Early Warning noting concerns that the string could give exclusive access to a common generic term and potentially affect competition.
• The contention set and subsequent private resolution (withdrawals) and registry selection are part of the gTLD's brand and market-history context; registries and buyers (for example, FTD acquiring Pro.Flowers) illustrate commercial interest in the string.

Notable Cases or Examples

• Pro.Flowers was sold by the registry to FTD for $50,000; the domain transfer occurred on April 10, 2015.
• Reporting around the delegation mentioned that Uniregistry prevailed over other applicants and beat established floral interests (e.g., 1-800-Flowers) to control the .flowers string.

% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       FLOWERS

organisation: XYZ.COM LLC
address:      4425 Spring Mountain Rd., Suite 2
address:      Las Vegas NV 89102
address:      United States of America (the)

contact:      administrative
name:         General Counsel
organisation: XYZ.COM LLC
address:      4425 Spring Mountain Rd., Suite 2
address:      Las Vegas NV 89102
address:      United States of America (the)
phone:        +1 702 763 2191
e-mail:       hello@xyz.com

contact:      technical
name:         CTO
organisation: CentralNic
address:      Saddlers House, 4th Floor
address:      44 Gutter Lane
address:      London EC2V 6BR
address:      United Kingdom of Great Britain and Northern Ireland (the)
phone:        +44 20 33 88 0600
fax-no:       +44 20 33 88 0601
e-mail:       tld.ops@centralnic.com

nserver:      A.NIC.FLOWERS 194.169.218.154 2001:67c:13cc:0:0:0:1:154
nserver:      B.NIC.FLOWERS 185.24.64.154 2a04:2b00:13cc:0:0:0:1:154
nserver:      C.NIC.FLOWERS 212.18.248.154 2a04:2b00:13ee:0:0:0:0:154
nserver:      D.NIC.FLOWERS 212.18.249.154 2a04:2b00:13ff:0:0:0:0:154
ds-rdata:     10590 13 2 d831e687aafb8d324b01f56658815aa816e56f2e5c2ea0e033421c3da884a4da

whois:        whois.nic.flowers

status:       ACTIVE
remarks:      Registration information: https://nic.flowers

created:      2014-12-18
changed:      2025-08-12
source:       IANA