At the beginning of September, I wrote an article about the Purple.com domain name. After contacting the owner to ask about the status of Purple.com, Jeff Abrahamson indicated to me that he was in talks to sell the domain name. Judging by a tweet Jeff posted a few days ago with his new url, ISoldPurple.com, it looks like Purple.com was sold.
— Jeff Abrahamson (@Jeff_Abrahamson) November 3, 2017
The buyer of the domain name appears to be Purple, a mattress startup that was reported by TechCrunch to have been involved in a $1.1 billion deal. The mattress startup uses OnPurple.com for its url, and Purple.com would obviously be a major upgrade.
Although some of the Whois registrant information is obscured by Whois privacy, the part that is visible gives away who bought the domain name. The Registrant Organization is listed as Purple Innovations LLC. The first sentence on the mattress company’s Terms and Privacy page says, “ Welcome to Purple Innovation, LLC dba Purple’s (“Company”, “we” or “our”) website (“Website”).”
I exchanged emails with Jeff, and he confirmed that he sold the domain name. Unfortunately, Jeff would not disclose the sale price (nor would he confirm who bought the domain name). I was previously told the asking price was $1.5 million. Jeff owned the domain name since 1994, likely turning down many significant offers during this period. I would be surprised if the sale price was not seven figures, perhaps very close to $1.5m.
When you visit Purple.com today, you can see a large banner advertising Purple with a tracking code to see how much traffic is being sent to OnPurple.com. I presume the company will change its url at some point, but they will likely take their time until their SEO strategy is worked out. Changing a url can be a harrowing project.
Upgrading from OnPurple.com to Purple.com was a very wise move on the part of Purple. Perhaps we will learn the sale price in the future, but for now we can only speculate.