Lovable Acquires lovable.com from Italian Lingerie Brand
If you type lovable (discover more).com into a browser now, you land on a vibe-coding platform valued at $13.3bn. A month ago, however, you would have been directed to an Italian underwear company, which is the more interesting half of the story.
We discovered this change on August 28, 2026, after noticing some reports. The domain now redirects to lovable.dev, indicating a full redirect rather than just a landing page swap.
While Lovable has not publicly announced the acquisition, confirmation came from the domain industry. Elliot Silver of DomainInvesting.com revealed that Lovable had acquired lovable.com, citing a post on X. No price has been disclosed, and neither party has confirmed the terms publicly.
The seller, Lovable Italy Srl, is registered in Grassobbio near Bergamo and has been owning lovable.com for years, forwarding it to their online shop at lovable.it. This site remains active, offering sales and promoting their physical stores and loyalty program, suggesting a domain sale rather than a full brand acquisition.
Lovable, the startup, was founded in Stockholm in 2023 by Anton Osika and Fabian Hedin. It raised $400 million in Series C funding on August 12th led by Menlo Ventures and Scaleup Europe Fund at a valuation of $13.3 billion, up from its $6.6 billion post-Series A round valuation.
By acquiring lovable.com, Lovable completes a significant gap in its branding strategy. The company has been operating on .dev addresses throughout its growth and recently expressed interest in acquiring startups and teams.