The Top-Level Domain (TLD) ‘.staples’ is a brand TLD (also known as a dot Brand). This new type of domain name was introduced in the most recent round of domain releases by the governing body ICANN (Internet Corporation for Assigned Names and Numbers) in 2012. They allowed brands and other trademark holders the ability to apply for, purchase, and manage their own unique TLD.
The .staples TLD is owned and managed by Staples Inc., the American multinational office supply retailing corporation. As of now, it does not appear that this TLD is available for public registration and is likely being used, or reserved for future use, exclusively by Staples Inc.
However, it should be noted that public domain databases might not have up-to-date or complete information. For the most accurate information, individuals would typically contact Staples Inc. or its domain management team directly.
Brands using their own TLD such as ‘staples’ get the added advantage of enhanced brand recall and digital presence. For instance, URLs like ‘www.supplies.staples’ or ‘www.printers.staples’ serve the function of being clear and distinctive for consumers.
Brand TLDs play a crucial role in the digital era by enhancing a firm’s control over its online identity, protecting its trademarks, and opening avenues for innovative marketing strategies. For instance, Canon uses ‘.canon’ for its global site. Similarly, Barclays moved its online portals to ‘.barclays’ and ‘.barclaycard’.
The information is primarily sourced from resources like ICANN, who allowed this new TLD and currently manages all domain names worldwide, and CSC Digital Brand Services, a pioneering firm in digital brand protection who published material on the benefits and use cases of branded TLDs.
While taking full advantage of a branded TLD like ‘.staples’ does involve an investment, the benefits in clarifying a brand’s digital identity, protecting trademark rights, and unique branding opportunities seem to make it an attractive proposition for many firms.
Sources:
[1] Internet Corporation for Assigned Names and Numbers (ICANN): “About The Program”
https://newgtlds.icann.org/en/about/program
[2] CSC Digital Brand Services: “Benefits of Using a Branded .BANK Top-Level Domain (TLD)”
https://www.cscdbs.com/blog/benefits-of-using-a-branded-bank-top-level-domain-tld
[3] Bloomberg: “ICANN’s Trademark Clearinghouse: What Trademark Owners Need to Know”
https://www.bna.com/icanns-trademark-clearinghouse-n57982059081/
[4] TechCrunch: “Companies Now Stockpiling Dot-Brand Domains To Secure Internet Real Estate”
https://techcrunch.com/2011/10/21/companies-now-stockpiling-dot-brand-domains-to-secure-internet-real-estate/
[5] CNN: “Web gets wave of new domain names“
https://edition.cnn.com/2013/06/18/tech/web/icann-domain-names
[6] Bank Info Security: “Financial Institutions Embrace “.Bank” Domains“
https://www.bankinfosecurity.com/blogs/financial-institutions-embrace-bank-domains-p-1990
[7] Forbes: “How The ‘.Bank’ Domain Improves Email Authentication And Brand Recognition“
https://www.forbes.com/sites/forbesfinancecouncil/2018/11/19/how-the-bank-domain-improves-email-authentication-and-brand-recognition/?sh=5b5435434b79
[8] Dot Brand Observatory: “Dot Brand Observatory“
https://observatory.domains/
