Earlier this month, I reported the sale of the Purple.com domain name. When the sale was reported, all signs appeared to show that the mattress startup, Purple, had acquired the Purple.com domain name. This has been confirmed.
If you visit Purple.com today, you can see the mattress company is now using the domain name. If you visit OnPurple.com, the domain name that was previously used by the startup, you will be forwarded directly to Purple.com.
This domain name acquisition makes a ton of sense. When people hear of a company called Purple, they generally assume it can be found on Purple.com. Now, there will be no confusion at all.
If Purple ever decides to go public, it will need to file a Form S-1 with the Securities and Exchange Commission (SEC). It is quite possible that the purchase price for the Purple.com domain name will be listed in that filing, since it was substantial. My guess is seven figures, but we will see if that is revealed.
Congratulations to Purple for the smart acquisition.