In a DomainTools Domain Monitor alert email I received over the weekend, I noticed that Bread.com was unlocked and pending transfer away from GoDaddy. The domain name transfer was completed, and the Bread.com domain name transferred to MarkMonitor. The new registrant of Bread.com is Alliance Data Systems Corporation:
Prior to the transfer of Bread.com, the domain name was registered at GoDaddy to flour and bakery supply company called Ardent Mills. Bread.com was used to forward traffic to InnovativeBakeryResources.com, according to Archive.org.
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 BreadPayments.com. At the time of publication, Bread.com still forwards to the InnovativeBakeryResources.com website, but I imagine that will change very soon. I am curious to see if the company forwards Bread.com to BreadPayments.com or if the company will switch to Bread.com. Regardless of what decision is made regarding Bread.com, it was a smart acquisition.
Once the company begins using Bread.com, the domain name upgrade will be added to the list of corporate domain name upgrades on Embrace.com.
That was quick.
GravityForms.com -> Gravity.com
BreadPayments.com –> Bread.com
Great to see brands embracing brand continuity in their URL upgrades.