In September of 2013, a luxury yacht company announced that it had acquired the single letter Y.CO domain name from the .CO Registry. The firm had previously used ycoyacht.com for its url. The acquisition price Y.CO paid remains private.
This morning, Ben Roberts of SuperYachts.com published an article about Y.CO and the launch of its website. In the article, Roberts discussed the Y.CO domain name that the company acquired and how it helps position the company:
“In 2013, Y.CO became the first luxury brand to acquire a single letter domain name, WWW.Y.CO. Reinforcing the company’s position as a globally recognised innovator brand, not only in the superyacht industry but across the luxury industry, the new domain aligned Y.CO with Google (WWW.G.CO), Amazon (WWW.A.CO) and Twitter (WWW.T.CO). Alongside these established global digital leaders, Y.CO is one of a select group of companies in the world to have successfully acquired a single letter .co domain. Since launch, the new URL has enhanced the brand recognition of Y.CO as well as enabling the company to more effectively engage with Clients.”
Whether or not you are into boating, I think the article is worth a read. There are quotes from Y.CO’s CEO and Creative Director discussing the brand and the company’s new website. You may also want to check out the Y.CO website when you have a chance. Domain name aside, it’s a sleek looking website.
Unlike Overstock, which had announced a change to O.CO branding prior to rescinding that decision, it looks like Y.CO is very pleased with the rebranding.