The Auction.com brand will be retained as one of the company’s service lines.
The company that bought the Auction.com domain name for $1.7 million in 2009 has rebranded away from the Auction.com…sort of.
The company is now Ten-X instead of Auction.com but will retain the Auction.com domain name for part of its business.
I became curious the past few days after seeing lots of promotion for Ten-X.com at SXSW in Austin.
Auction.com is a platform for auctioning distressed real estate assets. The company says that not everyone is comfortable with auctions, so it is offering other types of transactions under its Ten-X brand.
The company’s official website is Ten-X.com with a hyphen. Never fear, the company has a smart strategy when it comes to domain names; it also owns Tenx.com.