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.love won by class action lawyers

Kevin Murphy, December 8, 2014, 17:48:20 (UTC), Domain Registries

It appears that the contested new gTLD .love has been won by the law firm Merchant Law Group, after an auction.

Minds + Machines, Richemont, Google and Donuts have all officially withdrawn their competing applications. I gather that withdrawals from Uniregistry and Famous Four Media are on their way.

.love would be MLG’s first successful new gTLD application.

The would-be portfolio applicant applied for eight strings, all of which were contested by others. It has withdrawn bids for .news, .club and .law after auctions.

MLG is odd as new gTLD applicants go. It’s a Canadian law firm that offers services across many areas of law but seems to specialize in class action lawsuits.

According to its application, .love will be positioned in the same space as .wed and .wedding:

.LOVE’s target markets are broad enough to maintain a financially viable TLD and distinct enough that the .LOVE TLD will not become ‘just another .info’. A .LOVE TLD will provide a unique space on the Internet for information and services related to the idea of love, engagements, marriage, and family. It will allow anyone to register a domain name and post information about products and services related to the idea of love, an engagement, a marriage, or family.

It is anticipated to be an open, unrestricted gTLD running on a CentralNic back-end.

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Comments (1)

  1. Tom says:

    They way Cartier has been block love .gtld, I would have thought they would have taken it. Really unusual.

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