London, 26thOctober – Minds + Machines Group (AIM: MMX), the top-level domain registry company, is today honoured to be joined by its commercial partners Alibaba Cloud and Ethereum to open trading on London Stock Exchange and celebrate the official launch of .luxe.

The company also announces that it is now a member of London Stock Exchange’s Issuer Services Marketplace, enabling it to generate deeper awareness amongst London Stock Exchange Group listed companies for .luxe and its wider portfolio of new domain name extensions.

Toby Hall, CEO of MMX, comments:

“Our goal is simple – to create a trusted naming convention that can work across multiple blockchains as well as the World Wide Web. To achieve this, we are working with the world’s fastest growing blockchain, Ethereum, as a cornerstone partner in this initiative. We look forward to welcoming others into .luxe in the coming months as well as creating broader awareness for human readable digital identifiers that can work in multiple online universes. We are likewise delighted to be joined today by our retail partner, Alibaba Cloud.”

Currently there is no interoperable naming convention across the World Wide Web and separate blockchains. Each blockchain typically uses a randomly generated hexadecimal string as the public identifier for each item. For example, on Ethereum, the hexadecimal string is 42 characters long. Through .luxe, it will be possible to use a relevant, memorable name of the user’s choice instead of the cumbersome string as the public identifier. The same .luxe name can then also be used on the World Wide Web helping to generate further trust and transparency between parties.

Dr Robert Barnes, Global Head of Primary Markets and CEO Turquoise, London Stock Exchange Group, says:

“We are delighted to welcome Minds + Machines, one of our listed companies, to open the London market. London is a world-leading FinTech hub and we are committed to supporting the growth of fintech businesses.”

Yeming Wang, General Manager of Alibaba Cloud EMEA, says:

“As one of the top three global Infrastructure-as-a-Service providers and a technology innovator, we have helped many companies across the globe with their digital transformation initiatives. Our mission is to provide a scalable, secure and robust platform so customers can focus on delivering business results. With a similar belief in mind, we are proud to be partnering with MMX to help bring a simple, consistent and user-friendly solution to a digitally-born technology, so users can concentrate on building the products to better serve the Blockchain communities.”

Nick Johnson, Lead Developer Ethereum Name Service, says:

“We are delighted to welcome .luxe into the Ethereum Name Service. We see the approach being taken by MMX as fulfilling an essential role in generating broader mainstream understanding and adoption of blockchain solutions with ease-of-use and usability being central to their thinking.”

Sales of .luxe names to the general public will begin on 6th November. However, there is an Early Access Programme running from 1600 UTC on 30th October, where names can be purchased ahead of general availability subject to an additional one-time fee. For further information on .luxe and its launch timetable, please visit www.join.luxe