I was checking out Vine.com, a website owned by Quidsi (which is owned by Amazon), and I noticed that the company appears to have been rebranded very recently. Instead of the Vine.com logo, the new logo is for VineMarket.com. On the website’s about us page and footer, the company now refers to itself as VineMarket.com instead of Vine.com. The website still resolves to Vine.com, and VineMarket.com forwards to Vine.com. Vine.com was launched in 2012.
I did some searching to see when this rebranding may have occurred, and here is what I found:
- According to the Archive.org entry on March 6, 2014, the footer on the Vine.com website stated, “Vine.com is operated by Quidsi Solutions LLC.“
- According to the Archive.org entry on March 7, 2014, the footer on the Vine.com website stated, “VineMarket.com is operated by Quidsi Solutions LLC.“
- According to DomainTools, on December 24, 2013, the domain name was registered publicly at Enom.
- According to DomainTools, on December 26, 2013, the domain name went private, and it appears to have transferred to GoDaddy. The domain name is still registered under privacy.
Interestingly, the VineMarket.com domain name is listed for sale on Sedo with a buy it now price of $4,400. Because of this rebranding, I assume that is an old or invalid listing. I didn’t see a record of this domain sale, so I assume a transaction was consummated privately for an undisclosed amount of money.
If I had to guess, I would say that this rebranding may have been undertaken due to confusion with Twitter’s Vine video sharing platform, which is found on Vine.CO. If you ask a group of Internet savvy people if they know about “Vine,” the majority of people who know of the brand name would probably have mentioned the video sharing company rather than the retailer. In fact, if you search “Vine” on Google, Vine.CO is the top result at the moment. I would imagine that it would be difficult for Vine Market to compete for that brand ranking.
This rebranding begs the question of whether the Vine video sharing platform will try and purchase the Vine.com domain name from Quidsi. The Vine.com domain name is one of the oldest domain namres registered, and it was acquired in 2012.