Lovable has the .com now, and it belonged to an Italian lingerie brand

If you type lovable.com into a browser now, you land on a vibe-coding platform valued at $13.3bn. If you had typed it a month ago, you would have landed on an Italian underwear company, which is the more interesting half of the sentence.

We checked the domain on Friday, after seeing some reports, and the root and the old product pages, including the lingerie brand’s own company-history page, all return a 302 redirect to lovable.dev, which means the whole domain has been repointed rather than a single landing page swapped out.

The Swedish startup has not announced the acquisition; nothing appears on its blog, where the most recent posts cover data-access verification and an engineering migration, and the company has published no statement about the domain at all.

The confirmation instead came from the domain industry. Elliot Silver of DomainInvesting.com wrote yesterday that Lovable had recently acquired lovable.com, citing a post on X, in the comments of a piece he had published a year earlier about the company reaching unicorn status while still on a .dev address.

No price has been disclosed by anyone, and none of the parties has confirmed the terms publicly. TNW has verified only that the domain now resolves to Lovable’s platform.

The seller has a longer history with the name than the buyer does. Lovable Italy Srl, registered in Grassobbio near Bergamo, sells women’s and men’s underwear, swimwear, nightwear and shapewear, and it had been forwarding lovable.com to its own lovable.it shop for years.

That business is still trading, the Italian site is live, running an end-of-season sale, and there is no indication that the brand has changed hands, which suggests a domain sale rather than anything larger.

Lovable Italy also runs physical stores and a customer loyalty scheme, so the name is doing real commercial work in Italy rather than sitting on a parked page. Selling the .com while keeping the .it is the sort of trade a regional retailer can make without losing anything its customers use.

The Swedish company’s claim on the word is newer. It was founded in Stockholm in 2023 by Anton Osika and Fabian Hedin, grew out of Osika’s open-source GPT Engineer project, and only took the Lovable name in December 2024.

For Lovable the startup, this closes a gap that had become conspicuous. The company crossed a billion-dollar valuation eight months after launch and spent the whole of its rise on a .dev address, an unusual position for a consumer-facing product with, by its own count, 900 million monthly visitors.

Lovable raised $400m in a Series C on 12 August, led by Menlo Ventures and the Scaleup Europe Fund, at a valuation of $13.3bn, up from the $6.6bn it carried after a $330m round in December. The final number came in slightly above the $13.2bn reported while the round was still in talks.

Buying things has become a habit rather than an event. Anton Osika said in March that Lovable was actively looking for startups and teams to acquire, and the company has since taken stakes in European hardware and software firms alongside its expanded Google Cloud partnership.

A domain is a smaller purchase than a company, though not necessarily a cheap one. Premium single-word .com names attached to an active trademark holder rarely change hands for less than seven figures, and the buyer here has just closed a $400m round.

What has not happened yet is the move itself. Lovable spent August rebuilding lovable.dev, migrating it off Next.js and turning the marketing site into a Lovable app, and the .com currently points to that rather than replacing it.

Which makes this a purchase rather than a rebrand, at least for now. The company owns the address it should always have had, and has said nothing about when, or whether, it plans to live there.