Getting the domain won’t be .easy.
easyGroup, the company known for launching easyJet, easyCar and a wide range of other brands that use the “easy” name, has submitted an application to ICANN to operate the .easy top-level domain (TLD) as part of the new gTLD program. The company has framed its submission as a dot-brand application, which means the .easy domain would be intended for exclusive use by easyGroup and its affiliated businesses rather than for general public registration.
As a dot-brand, the .easy gTLD would allow easyGroup to create a controlled, branded namespace. According to the company’s stated approach, each existing brand would continue to operate its current second-level domain—for example, easyjet.com would remain in use—while corresponding .easy addresses would serve as concise landing pages or redirects to those primary sites. Proposed examples mentioned include easy.easy as the primary entry point and brand-specific entries such as easyJet.easy or easyHotel.easy that would guide visitors to the full brand experience.
Operating a brand TLD can offer several marketing, security and user-experience benefits. A dot-brand allows a company to control the entire namespace, apply consistent security practices across all subdomains, experiment with new naming conventions, and present simplified URLs to customers. For easyGroup, which manages an extensive collection of domains, a branded .easy space could reinforce brand consistency across its large portfolio and provide customers with clear, memorable web addresses for each of its services.
easyGroup has reported that it currently manages thousands of second-level domain names as part of its portfolio. The company’s application for .easy reflects an ongoing trend among large brands to pursue dedicated gTLDs for strategic control and brand protection. That said, securing a gTLD is not guaranteed; the process includes technical, financial and legal evaluation by ICANN and may involve competing applications from other parties.
One complication for easyGroup is that it is not the only organization to publicly list .easy among its application strings. Link Freedom Group, which has disclosed a long list of gTLD applications, included .easy among more than 300 names it has filed for consideration. That disclosure does not clarify whether .easy is a priority or backup string for that applicant, but it does indicate potential contention for the same TLD.
When multiple applicants seek the same gTLD, ICANN rules require a method for resolving the contention. Common outcomes include private settlement agreements among applicants, auctions to determine the successful applicant, or legal objections if a party believes their rights are infringed. A brand owner like easyGroup could pursue a Legal Rights Objection (LRO) to challenge competing applications on the basis of established trademark or brand rights. However, success with an LRO depends on demonstrating specific legal criteria, and it is not a guaranteed path to exclusive control of the gTLD.
Beyond legal measures, applicants often negotiate among themselves to avoid costly auctions. Settlements can include transferring the gTLD to the brand owner, creating joint ventures, or structuring technical and registry agreements that delineate how the TLD will be operated. Any agreement must still comply with ICANN’s evaluation and delegation processes before a TLD can become active in the Domain Name System (DNS).
The nature of the word “easy”—generic and positively connoted—means it could attract interest from other companies that see marketing value in short, memorable domain space. Generic terms can be especially attractive for gTLDs because they serve broad industry categories, which may increase the likelihood of multiple applicants. That dynamic makes the .easy application notable: while easyGroup has a clear brand claim, generic appeal can create contention and complicate the path to delegation.
In summary, easyGroup’s application for .easy as a dot-brand highlights both the strategic advantages of owning a branded top-level domain and the hurdles involved in the gTLD process. The company’s stated plan to maintain existing second-level domains while using .easy for brand landing pages is a common approach for brand owners seeking to modernize their URL strategy. Still, competing applicants and the potential for legal objections or auctions mean that acquiring and operating the .easy TLD will require navigating ICANN’s procedures and, possibly, negotiating with other interested parties.