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From BeAybl to A Gymwear Brand's Strategic Domain Upgrade
By Monica Stankova access_time 2 min read

In 2018, Reiss Edgerton, alongside his brother Kris, embarked on an entrepreneurial journey with the launch of Aybl, a gymwear brand. Their venture turned into a success story, boasting a remarkable ÂŁ29.2 million in sales last year. From the outset, the Edgertons aimed for a brand identity that was both succinct and memorable. This intention led them to prefer Aybl as their brand name. However, acquiring the domain initially proved elusive, prompting them to settle for 

When we started we knew was taken and we accepted that. We went with to keep it short. The decision was also around the Instagram handle that we could get. We didn’t go for the domain because we had aspirations from the start to be an international brand. 

Reiss Edgerton, in an interview for The Times

The aspiration to acquire remained constant, mirroring the brand’s growing international ambition. Two-thirds of Aybl’s revenue is generated overseas, reinforcing the need for a globally resonant and accessible brand identity. The journey to securing the domain was not straightforward. Reiss’s efforts included annual checks on the domain’s renewal status and even direct attempts to contact the owner, without success.

The turning point came in December, when the owner of, who had been in possession of the domain since 2004, offered to sell it to the Edgerton brothers. Recognising the immense value this domain would add to their brand’s digital presence, they seized the opportunity.

The name is part of our intellectual property. We don’t want to be known as Be Aybl. And there could be potential loss of revenue from not finding our site straight away.

Reiss Edgerton, in an interview for The Times

With, the brand now boasts a domain that mirrors its concise and impactful brand name, enhancing its online visibility and accessibility. This strategic move underlines the importance of a compelling digital presence in today’s global marketplace and positions Aybl for even greater success in the international arena.

When it comes to premium domain names, it’s important to weigh the potential loss in terms of brand recognition and revenue against the cost of the investment. In the long run, a premium domain name can be a valuable asset for your business. Contact us to learn more about our premium domain options and how they can help your business succeed.

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