Home / Blogs

French Supermarket Giant LeClerc Turns On DotBrand

Michele Neylon

Earlier this week French supermarket giant E.Leclerc launched a new site for their sports' goods. The key change? The new site lives at sport.leclerc. Leclerc, which employs over 94 thousand people, is one of the companies that opted to get its own "dotbrand".

While some companies have rolled out a variety of different things on their own domain extension it's still rare to see a brand launching anything with mass market appeal using their own TLD.

Here’s how the site looks at present:

The new site was picked up in the French media earlier this week:

L'adresse URL du site, sport.leclerc, exploite les nouvelles possibilités de dépôt de nom de domaine (le ".leclerc" remplaçant le ".com" ou le ".fr"). La parapharmacie en ligne de l'enseigne, dont le lancement est attendu dans les prochaines semaines, sera construite sur le même modèle.

Le distributeur, ainsi, a déjà enregistré des adresses comme parapharmacie.leclerc, drive.leclerc, optique.leclerc, voyages.leclerc, etc.

Which basically notes that the new site is using a .leclerc domain name, which is an alternative to .com or .fr. The upcoming launch of an online drugstore will also use a .leclerc domain. They also note that LeClerc has registered other domains under .leclerc that cover other verticals. What they don't seem to have really addressed is that LeClerc has 100% control of the namespace and can register pretty much anything they want.

By Michele Neylon, MD of Blacknight Solutions
Related topics: New TLDs
SHARE THIS POST

If you are pressed for time ...

... this is for you. More and more professionals are choosing to publish critical posts on CircleID from all corners of the Internet industry. If you find it hard to keep up daily, consider subscribing to our weekly digest. We will provide you a convenient summary report once a week sent directly to your inbox. It's a quick and easy read.

I make a point of reading CircleID. There is no getting around the utility of knowing what thoughtful people are thinking and saying about our industry.

Vinton Cerf, Co-designer of the TCP/IP Protocols & the Architecture of the Internet

Share your comments

To post comments, please login or create an account.

Related

Topics

New TLDs

Sponsored byAfilias

DNS Security

Sponsored byAfilias

Domain Names

Sponsored byVerisign

Cybersecurity

Sponsored byVerisign

IP Addressing

Sponsored byAvenue4 LLC