Minds + Machines Group Limited (LON:MMX), the top-level domain registry company, celebrated the official launch of .luxe on Friday by opening trading on London Stock Exchange for which it is joined by its commercial partners Alibaba Cloud and Ethereum.

.luxe is the first top-level domain designed to resolve naming conventions both on the World Wide Web and the Ethereum blockchain.

WATCH: Minds + Machines opens trading on London Stock Exchange to mark launch of .luxe

The company also announced that it is now a member of the London Stock Exchange's Issuer Services Marketplace, enabling it to generate deeper awareness amongst LSE-listed companies for .luxe and its wider portfolio of new domain name extensions.

Toby Hall, Minds + Machines’ CEO, commented: "Our goal is simple - to create a trusted naming convention that can work across multiple blockchains as well as the World Wide Web.

“To achieve this, we are working with the world's fastest-growing blockchain, Ethereum, as a cornerstone partner in this initiative.”

“We look forward to welcoming others into .luxe in the coming months as well as creating broader awareness for human readable digital identifiers that can work in multiple online universes.”

Sales of .luxe names to the general public will begin on 6 November 2018. However, there is an Early Access Programme running from 16:00 UTC on 30 October 2018, where names can be purchased ahead of general availability subject to an additional one-time fee.

Further information on .luxe and its launch timetable can be found on thewww.join.luxe website.