Company never used the dot-brand top level domain.
One thing that perplexes me about new top level domain names is that I keep hearing there are companies frustrated they can’t get their own, yet very few owners of so-called “dot brand” domains use them. Companies actively using the domains are uncommon (although there are some).
Macy’s is the latest company from the 2012 TLD expansion round to terminate the domain it received. In a letter to ICANN on October 14, the company said it never used the .macys top level domain name other than creating the two domains ICANN requires (icann-sla-monitoring.tld and nic.tld).
The company also applied for .bloomingdales, another brand it owns, but withdrew the application.
I suspect many more .brand owners will cancel their domains in the next year as large companies look to cut costs. A dormant top level domains is an easy target.
The whole “brand” gTLD idea was a MISTAKE on so many levels, and violative of ICANN founder Jon Postel’s RFC 1591 — https://www.rfc-editor.org/rfc/rfc1591 — in so many ways. It is one more indicator of how incompetent, corrupt and captured, ICANN became, and still is, and another reason its “new gTLDs” program is FUBAR. Thanks Andrew for keeping us advised concerning the dismal consequences of ICANN’s follies.