BrandForce Sells Floor.com for $3,144,000

I just learned about the third largest publicly reported domain name sale of 2021. According to an email I received from BrandForce Co-Founder & Vice President Louis Pickthall, BrandForce sold the Floor.com domain name for $3,144,000. Louis and Senior Broker Stephen Byrne brokered this house-owned domain name, and the closed deal was transacted via Escrow.com. Once confirmed and charted by DNJournal, it will become the 11th seven figure (publicly reported) domain name sale of the year to date.

The buyer of Floor.com is not publicly known at this point. The domain name is registered under Whois privacy, and the buyer’s generic Shopify-powered website has been launched. This website does not give away any details about the buyer’s identity, but I will keep an eye out for any type of public launch announcement in the future.

Early this year, I noticed the BrandForce website and was very impressed with the company’s inventory. BrandForce owns a significant number of one word .com domain names, and I like its Efty-powered website. According to the email I received announcing the sale of Floor.com, BrandForce “has already surpassed $15m USD” in domain name sales revenue this year.

One BrandForce sale that I do not believe was publicly reported is the sale of Olive.com. Shortly after the acquisition, the company that acquired the domain name was advertising on the ice during the National Hockey League playoffs. Perhaps this sale price will be revealed at some point in the future. I can only assume that sale is part of the $15m in revenue achieved so far.

I also spoke with BrandForce CEO Slavik Viner. He told me that Olive.com would be the company’s third domain name in the top five sales of 2021 if it was able to be reported.

The $3.144 million sale of Floor.com will rank as the third largest publicly reported domain name sale of the year behind the $3.3 million sale of Hippo.com and the $3.15 million sale of Christmas.com. Relatedly, I learned that Christmas.com was also a BrandForce domain name. The sale was also added to the list of recent one word .com domain name sales I maintain at Embrace.com.