Fourteen years ago, Craig Clark and his wife Abby founded Pacific Pillows whilst Craig was on active duty in the Marine Corps. Using the PacificPillows.com domain name, the company flourished but by 2010, the company was looking to change their brand. Craig settled on Pillows.com and ultimately created a deal allowing him to purchase Pillows.com and the singular Pillow.com at the same time. In this interview, Craig tells us about Pillows.com, why the company paid a six-figure fee to purchase both names and why it was a move that was worth every penny. Tell us a little about yourself and the company behind Pillows.com Your company originally started on PacificPillows.com. When did you first look to rebrand to Pillows.com? How did you first go about finding out that Pillows.com was available to buy? Was it a case of contacting the owner, or was the domain offered to you? According to WHOIS history, you bought Pillows.com and Pillow.com. What was your reasoning for buying both domains? Did you have specific plans for both names? Can you reveal how much you paid to acquire both domain names? How did you justify the amount you paid? Did you use any tools (e.g., automated appraisals), services (e.g., manual appraisals, domain brokers), or data (e.g., sales data, search volumes, search results) to determine your best offer and/or the value of the domain? We How long did it take for the deal itself to close? Did you notice an immediate impact to your business (either positive or negative) by moving from PacificPillows.com to Pillows.com? For example, did your CTR on marketing campaigns improve? Conversion rates? According to our research, you also own Sheet.com and a number of other one-word .COM domains. Would you consider yourself as a domain investor (e.g., plan to sell them for a profit), or are these simply acquisitions for your company (e.g., brand protection or build them out)? What advice would you give to a company thinking about upgrading their domain name? -- Thanks to Craig for taking part in our Inside Interview series. If you would like to follow the story of Pillows.com further, you can visit their Facebook and Twitter profiles. These responses have been edited for clarity. Inside Interviews is a blog series profiling the buyers of high-value domain names. Find out their motives, negotiation tactics, and their opinions on popular domaining topics only on the NamePros Blog.