Lovable now owns the .com domain, which was previously associated with an Italian lingerie brand.

      Typing lovable.com into a browser now takes you to a vibe-coding platform valued at $13.3 billion. A month ago, however, that URL would have directed you to an Italian underwear brand, which is the more captivating part of this story.

      On Friday, we checked the domain after seeing some reports, and both the root and the previous product pages, including the lingerie brand's company history page, all redirect to lovable.dev with a 302 status, indicating that the entire domain has been redirected rather than just exchanging a single landing page.

      The Swedish startup has not yet announced the acquisition; there is no mention on its blog, where the latest posts discuss data-access verification and an engineering migration, and there has been no official statement regarding the domain.

      Instead, confirmation came from the domain industry. Elliot Silver from DomainInvesting.com noted yesterday that Lovable has recently acquired lovable.com, referencing a comment on X in response to his previous article about the company achieving unicorn status while still operating under a .dev domain.

      No financial details have been revealed, and none of the involved parties have publicly confirmed the terms. TNW has confirmed only that the domain now points to Lovable's platform.

      The seller has a longer association with the domain name than the buyer. Lovable Italy Srl, located in Grassobbio near Bergamo, sells women's and men's underwear, swimwear, nightwear, and shapewear. For years, it has been redirecting lovable.com to its own lovable.it site.

      That business remains operational, with the Italian site still live and currently running an end-of-season sale, indicating that the brand has not switched ownership, suggesting it is a domain sale rather than a larger transaction.

      Lovable Italy also operates physical stores and a customer loyalty program, meaning the name serves a genuine commercial purpose in Italy rather than being inactive. Selling the .com while keeping the .it is a typical transaction a regional retailer can make without sacrificing anything essential to its customers.

      In contrast, the Swedish company's ownership of the name is relatively new. Founded in Stockholm in 2023 by Anton Osika and Fabian Hedin, it emerged from Osika's open-source GPT Engineer project and adopted the Lovable name in December 2024.

      For the startup, acquiring this domain fills a significant gap. The company reached a billion-dollar valuation eight months post-launch while relying on a .dev address—an unusual situation for a consumer-facing product that, according to its own figures, attracts 900 million monthly visitors.

      Lovable secured $400 million in a Series C funding round on August 12, led by Menlo Ventures and the Scaleup Europe Fund, achieving a valuation of $13.3 billion, an increase from the $6.6 billion valuation following a $330 million round in December. The final figure slightly exceeded the $13.2 billion that had been reported during the funding discussions.

      Acquiring assets has become commonplace rather than an isolated event. Anton Osika stated in March that Lovable was actively pursuing startups and teams to acquire, and since then, the company has invested in European hardware and software companies alongside expanding its Google Cloud partnership.

      While a domain purchase is smaller than acquiring a company, it is not necessarily inexpensive. Premium single-word .com domains linked to an active trademark holder generally sell for seven figures or more, and the buyer here has just finalized a $400 million funding round.

      What remains unsettled is the actual transition. In August, Lovable devoted efforts to rebuilding lovable.dev, migrating it away from Next.js and transforming the marketing site into a Lovable app, and the .com currently points to that site instead of replacing it.

      Thus, this acquisition is currently categorized as a purchase rather than a rebrand. The company owns the domain it should always have had but has not specified when, or if, it plans to fully operate from that address.