SALT LAKE CITY, July 20 /PRNewswire-FirstCall/ -- Overstock.com, Inc. (Nasdaq: OSTK) today announced it has purchased the domain name O.CO from .CO Internet S.A.S, the official .CO domain registry. The new web address will enhance Overstock.com's brand recognition and retention, align with current marketing initiatives, and make it easier for shoppers to find the company's products and services online.

(Logo: http://photos.prnewswire.com/prnh/20100423/LA91018LOGO)

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Overstock.com purchased the registration rights to secure the iconic, single-letter domain O.CO and related URLs for $350,000 USD. Once launched, the O.CO website will carry all of the same products and have the same features as Overstock.com.

'The O is such an important and recognizable part of our brand," said Overstock.com Chairman and CEO Patrick Byrne. "In the new era of the Internet, where short and memorable web addresses are critical for capturing the attention of mobile and socially connected Internet users, our O.CO web address will help to reinforce our brand and expand our business among these audiences."

"Overstock.com's purchase of O.CO is an investment in its future, and it also speaks to the confidence they have in the credibility and marketability of the .CO domain," said Juan Diego Calle, CEO of .CO Internet. "As one of the first U.S. public companies to use its .CO domain to build its global brand, Overstock.com is further proof that .CO domain names can create a new world of opportunities for companies and entrepreneurs to brand themselves online."

.CO Internet will showcase the O.CO website, along with other early adopters of .CO domains, at www.Opportunity.co.