How We Helped Air Filtration Specialists Second Nature to Rebrand With a Premium Domain Name
When a business is stuck with a legacy name that no longer works, rebranding is often the only solution. But securing the domain name that goes with your new moniker is rarely easy – unless you have a premium domain name broker on your side. You may have heard of Second Nature, an air filtration subscription business based in Raleigh, North Carolina. Second Nature sells high-quality home air filters on a subscription basis, letting people access clean air conveniently. However, the company didn’t start with its current name. It was previously known as FilterEasy before rebranding in 2019. Rebranding from FilterEasy to Second Nature reflected the company’s decision to become an all-encompassing “home wellness” brand instead of limiting itself just to filters. It was a sound decision that made the company more attractive to customers and investors. FilterEasy was a referral from one of our trusted partners to help identify the owner and secure the SecondNature.com domain name. They were budget-conscious and looked for a way to buy the domain name without investing all the capital on day one. They were looking for a domain broker or consultant that could help assign value to the asset, and also protect the anonymity of the FilterEasy team. Second Nature is an ideal case study of how proper rebranding can boost a company’s fortunes. It’s something you can draw a lot of lessons from. Starting out – new insight about air filters FilterEasy began in 2012 as the brainchild of two students from the North Carolina State University (NCSU). Kevin Barry and Thad Tarkington sought to help people access residential air filters conveniently. Their idea was to sell home air filters on a recurring subscription basis so that customers could change them regularly. Often, homeowners buy air filters and forget to change them at the recommended time. An unchanged air filter usually clogs up, and debris passes through, causing adverse effects. Hence, subscriptions represented an excellent reminder for customers to change their filters. FilterEasy passed through a local startup accelerator program and launched out of beta in 2014. It began by offering air filters in over three dozen sizes. Barely a year after its launch, it had amassed 10,000+ subscribers and grossed $1 million in annual recurring revenue, representing major success.
