Flex – Owning the Singular and Plural Versions of a Domain Name

We are doing some business with a local company that has Northern Lights in its branding. This is not a unique name, as it is shared with thousands of other companies. When we began working with them, I did a Whois search for NorthernLights.com to see who owned the domain name. Everyday dealings often spur me to do Whois searches as I continue to improve my portfolio.

Yesterday afternoon, Dommunity shared a list of companies that recently raised funds. Included on the list is a company called Northern Light that uses NorthernLight.com for its website:

Raises💰 U=undisclosedhttps://t.co/zhj6k5YKpc $120Mhttps://t.co/ds37huqToV $32.1Mhttps://t.co/302hlhwiRd $23Mhttps://t.co/WdV9EvnalE $23Mhttps://t.co/ctzsA1oboU $15Mhttps://t.co/F3p73QvLZ2 $2Mhttps://t.co/qSPpO3XFK7 $1.6Mhttps://t.co/7NaJ6fVc5y U$M

— Dommunity (@dommunity) January 7, 2025

This brand caught my attention because it also owns NorthernLights.com. If you visit NorthernLights.com, you are forwarded to the NorthernLight.com website. Personally, I think the NorthernLights.com domain name has a higher commercial value than the singular.

I don’t often see companies own both the singular and plural version of their domain name, especially when the brand is descriptive / generic in nature. It will cut down on any confusion between Northern Light and Northern Lights, and it is also quite a flex.