NP: I notice that TN.com currently redirects to TuftandNeedle.com. Do you plan on rebranding your online presence to TN.com in the future?
TN: This is a heavily debated topic at Tuft & Needle. The entire team sees the value in using the TN.com domain, but are very much split about whether to undergo a rebranding process.
Whilst TN.com is easy to type in and memorize, it may be difficult to remember what the initials actually stand for – Tuft & Needle.
As with everything at Tuft & Needle, the goal is to do what is best for customers. Between the data collected and current market share, the team is opting to stay as Tuft and Needle for the time being.
If TN.com proves to be a superior choice in the future, then a move will be considered. TN would only make a change if compelling data proved that the switch would further simplify the customer’s experience.
I just saw TN.com on the billboard below in downtown Denver, and the domain is forwarded to TuftAndNeedle.com/about/truth/, which the company uses to provide the “truth about mattresses”, including through the use of the video at the bottom of this post.
The company may still be debating whether or not to rebrand, but they’re making good use of the domain in the interim.