The top-level domain (TLD) “.SCHWARZ” falls under the category of generic TLDs (gTLDs), which function as one of the categories of top-level domains maintained by the Internet Assigned Numbers Authority (IANA). The “.SCHWARZ” domain denotes the surname “Schwarz”, a common surname in German-speaking countries. The “.SCHWARZ” domain can be seen specifically as a Brand TLD, reserved for the exclusive use of the Schwarz group which is a retail group based in Germany (ICANN Wiki, 2021).
The term “Top-Level Domain” (TLD) is grounded in the hierarchical structure of domain names with three main types being generic TLDs (gTLDs), country-code TLDs (ccTLDs), and infrastructure TLDs. The rightmost label in a domain name is referred to as its “top-level domain” (IANA, TLDs).
A generic TLD (gTLD) is one of the categories of top-level domains maintained by IANA for use in the Domain Name System (DNS) of the Internet. It is observable in domain names like www.example.com, where “.com” is the gTLD. The group of gTLD includes domains like .com, .org, .net, .edu, among others.
With the rapid growth of the internet and its commercialization, there was a need for additional TLDs. Consequently, ICANN introduced new gTLDs under its New gTLD Program in 2012. Thus, the .schwarz is one of these new gTLDs, operated by the Schwarz Domains und Services GmbH & Co. KG (a subsidiary of Schwarz Group) for exclusive use by its affiliates and partners (ICANN Wiki, .SCHWARZ).
The application for the “.SCHWARZ” TLD was routed via ICANN’s new gTLD application process and accepted with the expected usage to enhance the Schwarz Group’s global online presence. Schwarz Group is the fifth largest retail group in the world, operating chains including Lidl and Kaufland. Through the “.SCHWARZ” TLD, the company has the flexibility to create domain names specific to its products, promotions, subdivisions, etc., thereby providing clear information architecture and enhancing user navigation.
As with other gTLDs, the use of “.SCHWARZ” is regulated by ICANN’s policies to ensure secure and stable operation of the domain. For example, the new gTLDs are subject to a mandatory Sunrise period of at least 30 days (ICANN, Sunrise) to allow trademark holders to protect their rights (ICANN, Rights Protection).
In conclusion, the “.SCHWARZ” top-level domain is an example of a new gTLD used exclusively by the Schwarz Group. It offers the potential for improved branding, SEO, and access to intuitive and memorable domain names that reflect the retail group.
References:
- ICANN Wiki (2021). .schwarz. https://icannwiki.org/.schwarz
- Internet Assigned Numbers Authority. Top-Level Domains. https://www.iana.org/domains/root/db
- ICANN. New gTLD Program. https://newgtlds.icann.org/en/program-status/overview
- ICANN. Sunrise Period. https://sunrise-period.icann.org/
- ICANN. Rights Protection. https://newgtlds.icann.org/en/about/trademark-clearinghouse/rpm-final-11jul11-en.pdf
