Aruba plans to expand beyond .cloud.
Aruba S.p.A., the registry operator best known for running the .cloud top level domain, is preparing a significant expansion of its domain portfolio. The company confirmed to Domain Name Wire that it submitted applications for 39 top level domains in the latest new TLD round. That total includes both primary strings and replacement strings submitted as part of the application process.
Aruba’s success with .cloud was notable: it outbid several larger technology companies in a private auction during the 2012 TLD expansion round and has since grown .cloud to more than half a million registrations. That achievement helped establish Aruba as a credible registry operator on the global stage, even though the company remains especially prominent in Italy and parts of Europe for web hosting and domain services.
With this new round of applications, Aruba is deliberately expanding beyond its IT-oriented identity to offer a broader range of domain choices. Francesco Simondi, Head of Registry Services at Aruba, explained the strategy: “We are building a portfolio that speaks to different audiences and markets. Everything from vertical-specific domains to everyday language variants, giving registrars and end-users real choice.” This approach aims to serve both specialized sectors and general consumers by providing memorable and marketable domain names.
The company’s new applications span a variety of themes and use cases. The strings listed as primary or replacement include short, common words—such as all, easy, hello, yes, and super—that could appeal to consumer brands and general web projects. Other strings target specific niches or verticals, including gaming, gym, lab, and cart. Some entries lean toward colloquial greetings or language variants like ciao, hola, and human, intended to resonate in multiple linguistic markets. Technical and service-oriented strings such as vps, beta, demo, and sign suggest continued interest in domains suited for IT services and developer communities.
Here is the full list of strings Aruba applied for as primary or replacement in this round: aid, all, ask, beta, bit, bnb, cart, ciao, daily, demo, easy, fix, gaming, gen, genius, gym, happy, hello, hola, human, kit, lab, mars, max, moon, omg, pec, pop, rem, roma, sign, sito, super, tag, tex, vps, yes, zen, zzz.
Many of the chosen strings overlap with applications from other registry contenders. That means Aruba will likely face contention and competitive auctions for several of these TLDs. The company’s prior experience winning a competitive private auction for .cloud suggests it is prepared for similar challenges in this round. Still, each contested string will require strategic decisions about bidding, partnerships, and potential community or niche positioning.
Expanding into a mix of everyday words, vertical identifiers, and localized terms reflects a wider industry trend: registries seeking to diversify portfolios to capture different market segments. For registrars and end users, more TLD options can translate into better naming choices and stronger branding opportunities. For Aruba, the move is an effort to leverage its registry expertise and European presence to attract a broader audience beyond its established .cloud customer base.
Aruba’s applications add fresh competition to the new TLD landscape. As the process advances, registrars, domain investors, and brand owners will be watching which strings clear contention, which require auctions, and how Aruba positions any new TLDs it ultimately secures. The expansion underscores Aruba’s ambition to be a more versatile registry operator, offering domains that appeal to both specialized industries and everyday internet users.