.luxe

Overview

• .luxe is a generic top-level domain (gTLD) associated with luxury brands and lifestyle.
• The string was applied for and is operated by Top Level Domain Holdings Ltd. (TLDH).
• ICANNWiki lists the TLD as an "Open" gTLD in its infobox, while the applicant proposed a selective registration model for recognized luxury brands.

History

• .luxe was proposed under ICANN's New gTLD Program by Top Level Domain Holdings Ltd.; it was one of 68 applications TLDH submitted on its own behalf.
• A Registry Agreement with ICANN was signed on 09 January 2014.
• The .luxe string was delegated to the DNS Root Zone on 15 May 2014, and TLDH became the Registry Operator for the string.

Usage and Audience

• Intended audience: luxury brands, designers and producers of high-end goods and services, and professionals associated with luxury lifestyle.
• Typical sectors named in the application and supporting materials include:
  • Fashion and jewelry
  • High-end consumer goods (handbags, watches, fragrances)
  • Interior designers and stylists
  • Luxury real estate brokers, boutique hotels, travel and related services
  • Bloggers, investors and other participants who identify with a luxury lifestyle
• Market context cited in the application: the luxury goods market was estimated at US$170 billion, covering items such as fashion, cosmetics, watches, cars, travel and real estate.

Registration Rules

• Eligibility and restrictions:
  • The applicant proposed a selective model: registrations would be reviewed by a selection committee composed of representatives of recognized luxury brands and tastemakers.
  • Admission to .luxe would be open only to companies approved by that selection committee; the TLD is intended for brands "recognized as representing luxury," not for entities that merely self-designate as luxury.
  • The applicant indicated that pricing would be set to discourage registrations by non-luxury goods and services.
• Examples cited in application materials:
  • Brands likely to qualify: Louis Vuitton, Ferrari, Tiffany & Co., Aston Martin, Patek Philippe, Porsche, Kenzo, Bang & Olufsen.
  • Brands likely not to qualify: Wal-Mart, Tata, Ikea, Tesco, Аэрофлот (Aeroflot).

SEO and Brand Impact

• The applicant argued that .luxe would signal an "exceptional standard" of domain name and product quality, enabling consumers to identify upscale websites at a glance.
• The selection-committee model and premium pricing were presented as mechanisms to preserve exclusivity and to position .luxe as a trust/brand signal for high-end offerings.

Notable Cases or Examples

• The registry's model emphasizes creating an "elite club" of .luxe domain holders reviewed by the selection committee; specific launched or notable .luxe sites were not listed in the provided material.
• The application materials include market-statistics and examples of brands that would likely be targeted or excluded to illustrate the intended scope and selectivity of the TLD.

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

domain:       LUXE

organisation: Registry Services, LLC
address:      100 S. Mill Ave, Suite 1600
address:      Tempe AZ 85281
address:      United States of America (the)

contact:      administrative
name:         IANA Contact
organisation: GoDaddy Registry
address:      100 S. Mill Ave, Suite 1600
address:      Tempe AZ 85281
address:      United States of America (the)
phone:        +1 480-505-8800
fax-no:       +1 480-624-2546
e-mail:       iana@registry.godaddy

contact:      technical
name:         IANA Contact
organisation: GoDaddy Registry
address:      100 S. Mill Ave, Suite 1600
address:      Tempe AZ 85281
address:      United States of America (the)
phone:        +1 480-505-8800
fax-no:       +1 480-624-2546
e-mail:       iana@registry.godaddy

nserver:      A.NIC.LUXE 2001:dcd:1:0:0:0:0:10 37.209.192.10
nserver:      B.NIC.LUXE 2001:dcd:2:0:0:0:0:10 37.209.194.10
nserver:      C.NIC.LUXE 2001:dcd:3:0:0:0:0:10 37.209.196.10
nserver:      X.NIC.LUXE 156.154.172.82 2610:a1:1074:0:0:0:1:82
nserver:      Y.NIC.LUXE 156.154.173.82 2610:a1:1075:0:0:0:1:82
nserver:      Z.NIC.LUXE 156.154.174.82 2610:a1:1076:0:0:0:1:82
ds-rdata:     39844 8 2 195b8fcf70c5028b4c75368ee18a455caeb9330c8bb85141c4f071fb94833a40

whois:        whois.nic.luxe

status:       ACTIVE
remarks:      Registration information: http://nic.luxe/

created:      2014-03-13
changed:      2024-04-17
source:       IANA