Boots becomes latest company to terminate new gTLD but other ‘.brands’ go full steam ahead

Pharmacy chain Boots has become the latest company to signal an intention to terminate a registry agreement, this time for the ‘.boots’ top-level domain (TLD). While a negative development for the new generic TLD programme, it should not be viewed as an indicator that ‘.brands’ are losing their lustre – on the contrary, the rollout of branded spaces shows no sign of slowing.