Acquired by Alliance Data Systems


In a DomainTools Domain Monitor alert email I received over the weekend, I noticed that was unlocked and pending transfer away from GoDaddy. The domain name transfer was completed, and the domain name transferred to MarkMonitor. The new registrant of is Alliance Data Systems Corporation:

Prior to the transfer of, the domain name was registered at GoDaddy to flour and bakery supply company called Ardent Mills. was used to forward traffic to, according to

In December of 2020, Alliance Data Systems announced that it acquired a company called Lon, Inc. According to the press release announcing the news, Lon Inc. is “a technology-driven digital payments company operating under the trademark Bread, offering an omnichannel solution for retailers and platform capabilities to bank partners.”

Bread operates its business on At the time of publication, still forwards to the website, but I imagine that will change very soon. I am curious to see if the company forwards to or if the company will switch to Regardless of what decision is made regarding, it was a smart acquisition.

Once the company begins using, the domain name upgrade will be added to the list of corporate domain name upgrades on

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. That was quick. -> –>

    Great to see brands embracing brand continuity in their URL upgrades.

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