Taylor Frank ⬥ 14 May
This week, High Sierra Sporting Company, a manufacturer of adventure and travel gear, acquired the domain name HighSierra.com. Founded in 1978, the company is the official supplier of bags and luggage for the U.S. Ski and Snowboard Team. Prior to this acquisition, it used the domain name HSSC.com.
High Sierra did not disclose how much it paid for the domain, but it was clearly worth the investment: the company’s president, Hank Bernbaum, said, “We are excited about the purchase of HighSierra.com. The shortened URL HighSierra.com will make it easier for our customers to locate and contact us more quickly.” Bryan Kinsley, the company’s COO, echoed this sentiment, affirming that many customers know the company simply as “High Sierra.”
According to Domain Tools, HighSierra.com was first registered back in 1995, most likely before the company was even considering the idea of building a website. Currently, High Sierra is redirecting the domain back to HSSC.com. This move is understandable, considering that the site ranks first in a Google search for the term “High Sierra,” but in order to really begin extracting the full potential of the domain, High Sierra may want to consider developing a standalone site around the new domain, and eventually transitioning from HSSC.com to HighSierra.com.