For .easy top level domain name — easyGroup applies

Getting the domain won’t be .easy.

easyGroup, the firm famous for easyJet, easyCar, and a host of other firms using the easy name, disclosed that it has applied for the .easy top level domain name.

The firm applied as a dot-brand, meaning the domain would be used exclusively by the firm.

easyGroup stated its plan is for each individual firm to maintain its domain name, e.g., easyjet.com, and for .easy to have landing pages for each brand that clients could click through to the main website.

It stated its main site on the top level domain would likely be easy.easy, and other domains could be easyJet.easy, easyHotel.easy, etc.

The firm stated it now manages a portfolio of 6,000 second level domain names.

The path to obtaining the domain won’t necessarily be easy. By now, one other applicant has disclosed an application for .easy. Link Freedom Group listed the domain among over 300 in its applications, although it didn’t specify if it’s a primary or replacement string.

Given the generic, positive-connotation nature of easy, it wouldn’t be surprising if other firms also applied for the domain.

easyGroup could file a Legal Rights Objection in a bid to avoid a contention set auction, but its success is far from guaranteed.