MISSION⁄PURPOSE OF THE .CUISINELLA TLD
The mission⁄purpose of the .cuisinella TLD is to promote the Cuisinella brand of S.A.L.M S.A.S., the Société Alsacienne de Meubles (or Alsatian Furniture Society, which is referred to throughout this answer as ‘SALM’) and provide an authoritative, intuitive and cohesive online space through which to communicate and showcase the many facets of the Cuisinella brand.
SALM has been creating high quality kitchen furniture since 1959. Today, SALM group is the leading manufacturer of kitchen furniture in France and the top exporter of kitchen furniture in Europe. The Cuisinella brand was established in 1992, and quickly established itself in the marketplace. By 2004, there were one hundred Cuisinella stores located throughout France. By 2009, Cuisinella had become the number two kitchen brand in France, both in turnover and in brand recognition (source: SOFRES, September 2009). Within two years, Cuisinella had advanced to take the number one ranking in both turnover and brand recognition (source: SOFRES, September 2011).
SALM is widely acknowledged as a leader in kitchen design and manufacture. In 1997, its three manufacturing facilities achieved ISO 9001 certification; SALM group was the first kitchen manufacturer to obtain this certification. In less than twenty years, the Cuisinella brand has established itself as the clear market leader. The .cuisinella TLD is a natural extension and continuation of that leadership.
SALM sees the .cuisinella TLD as a unique opportunity to engage with its customer base in a clearer and easier way. SALM envisions that the .cuisinella TLD will be one of the first TLDs dedicated exclusively to promoting a single brand. New .cuisinella domain names and content on .cuisinella websites will serve the digital needs of the Cuisinella brand and facilitate clear and consistent engagement with customers by SALM and its affiliates. The TLD will ensure that Cuisinella’s digital presence is capable of fulfilling the needs of the company’s growing customer base and the ever-changing, ever-expanding Internet landscape.
To enable this TLD operating model, SALM intends to request an exemption from clause 1b of the Registry Operator Code of Conduct (Specification 9) pursuant to clause 6 of the Code of Conduct to enable it to register domain names in its own right in the .cuisinella TLD. Registrations will not be made commercially available; all domain name registrations in the TLD will be registered to and maintained by SALM for its own exclusive use. SALM will not sell, distribute or transfer control or use of any registration in the TLD to any third party that is not an affiliate, as that term is defined in clause 2.9(c) of the Registry Agreement.
SALM plans to consolidate the online presence of the Cuisinella brand by transitioning existing Cuisinella domain names and online platforms to an authoritative, dedicated, and trusted online space that is clearly, concisely and relevantly named. Cuisinella customers – current and prospective – will be able to interact with the Cuisinella brand in the online environment with confidence. Domain names will be used to market Cuisinella products and promotions in support of SALM’s core business strategies. The use of an authoritative space will also help to reduce and⁄or eliminate domain names that are registered for the purposes of infringing the Cuisinella trademark (including FR-3381704, FR-92413410, FR-3155593, IT-MI2002C008175, GB-2021460, and WO-636946).
The .cuisinella TLD will contribute to building the reputation of SALM and its Cuisinella brand. In addition, it will clearly evidence SALM’s commitment to leadership and innovation within its sector. The .cuisinella TLD will allow for domain name registrations in support of products, services, and other initiatives relating to the Cuisinella brand, whilst providing a high level of service, quality, authenticity and value through a technologically advanced online environment in which Internet users can learn about and access Cuisinella products.
The .cuisinella TLD will further the public interest by providing consumers a dedicated, authoritative, intuitive and cohesive communications channel to a single brand. Through the .cuisinella TLD, SALM will drive innovation not only in its own industry, but in the Internet as a whole. Having already demonstrated this innovation and leadership in its own industry, SALM hopes to provide existing and potential customers as well as the broader Internet community greater levels of service through the .cuisinella TLD. The added confidence inherent in SALM being the only eligible registrant in the TLD will ensure a direct and trusted line of communication between consumers and SALM. This innovation, increase in service level and trust in the TLD will also serve to promote competition on the Internet. |