Cologne, Germany, September 7, 2017 - With a purchase price of 200,000 EUR, the Internet address Kaffee.de (kaffee = coffee) is the most expensive .DE domain sale publicly communicated during the last two year years. The buyer of Kaffee.de is OPAG GmbH which was founded in 2013 and is a coffee wholesale distribution specialist and Germany's most successful coffee start-up in recent years. The negotiations on the purchase of this domain were carried out by Sedo.
Until the end of 2017, Kaffee.de will be a platform for coffee, coffee machines, accessories and services for resellers, distributors, manufacturers and roasters. Andreas Goclik, Managing Director of OPAG GmbH, immediately recognized the potential of the address within the food industry: "Coffee is already the most dominant category among online food ordering. Currently, the online share of coffee and coffee machines is around 560 million euros and is set to rise to 1.1 billion euros by 2023.”
Furthermore, OPAG GmbH Managing Director Oliver Pflüger justifies the purchase of the domain with concrete plans for the future: "OPAG GmbH underscores the growing importance of the online food trade with this investment in Kaffee.de and is well prepared for the future with this acquisition. In our minds the investment will be reclaimed quickly. "
With the purchase of a high-quality, descriptive address like Kaffee.de, OPAG GmbH now owns what’s known as a "category killer" domain and can thus pursue the goal of significantly increasing visibility, retrievability and brand awareness in comparison to larger shops and platforms.
"The domain name is more than just a sign above your door. In a marketing strategy, it plays an immensely important role because it can be used to achieve many goals in a measurable manner: higher SEO ranking, increases in visitors, sales, and overall optimize your brand awareness, “says Frank Tillmanns, Senior Broker at Sedo who managed the negotiations of this sale.
The distribution of high-quality descriptive Internet addresses, which reach up to eight-digit selling prices, is the order of the day at Sedo. Among the world's most expensive published .de domains are kaffee.de together with arbeitsmarkt.de (200,000 euros) tied for the fourth spot, immediately behind Kredit.de (892,500 euros), Aktien.de (500,000 euros), and Software.de 235,025 euros).
Sedo, headquartered in Cologne and Boston (USA), is the world's leading domain trading platform with 2 million customers and 18 million domains listed for sale. Sedo offers buyers and sellers a full suite of domain-related services, such as domain parking, appraisals, transfers as well as marketing and promotional activities.