According to Danish newspaper BT (https://www.bt.dk/kendte/kendt-mill…mmelige-agenter-begaa-ikke-samme-fejl-som-mig), one of the owners’ biggest regrets was not securing the .com right from the beginning after they began expanding using coolshop.dk. This is my loose translation:
“We found out a tattoo artist in Texas had bought it. That was quite a pity, because by then our business was going strong. But this guy had smelled money – the bastard,” says co-owner Jacob Risgaard.
“So it took some time using secret agents and what have you to get this .com domain,” he says.
In the end they ended up paying $100,000, and Jacob Risgaard advises all companies he invests in to secure the .com version as soon as possible.
Jacob Risgaard is a serial entrepreneur and part of the Danish version of the UK’s “Dragon’s Den”.
Thanks for the info Michael on a cool domain story.