MerchantHouse.bar

A Digital Identity for a Modern Pioneer

In the heart of London’s historic City district, Merchant House has built a reputation as a world-class spirits bar, known for its beyond its intimate setting and storytelling approach, Merchant House has embraced digital innovation to strengthen its brand—starting with its strategic decision to use a .bar domain.

A Domain That Aligns With a Deep Identity

When choosing their domain name, Lewis Hayes, co-founder of Merchant House, wasn’t necessarily seeking a .bar domain name. However, once he discovered it, the choice was clear. “MerchantHouse.bar just made sense. It felt edgy, fresh, and different. It’s cleaner, more professional, and reflects exactly who we are.” Unlike a long and cumbersome .co.uk address, the .bar domain immediately communicates their industry and makes it easy for guests to remember and find them online.


For Merchant House, branding is about clarity—both in the real world and digitally. The venue prides itself on being a hidden gem, a place discovered through word-of-mouth and intentional searches rather than street-level advertising. This philosophy extends online, where their .bar domain ensures that those searching for them find a straightforward, industry-relevant address.

The Role of Digital in a ‘Hidden’ Venue

Despite its discreet physical presence, Merchant House has recognized the need to enhance its online visibility. “Even as a hidden venue, the internet plays a huge role in helping people discover us,” says Hayes. Their website serves as a gateway to the experience—offering visitors insights into their collection, philosophy, and unique offerings like The Brig, London’s smallest private bar.


Merchant House has also leveraged Google Maps, SEO, and social media to complement its .bar domain, ensuring that customers can easily locate and engage with them. While much of their traffic has traditionally been organic, the venue is now looking at ways to further optimize its digital footprint—something their .bar domain helps reinforce.

The Future: Expanding Digital Strategy

Looking ahead, Merchant House is focusing on a stronger online presence to match its offline prestige. Their website, MerchantHouse.bar, is not just a web address—it’s a branding asset that reflects their industry leadership and commitment to quality. As digital marketing becomes a bigger priority, Hayes sees .bar as a natural fit for bars that want to establish a clean, relevant, and professional web identity.


For hospitality businesses considering their domain options, Hayes offers simple advice: “If you’re in hospitality, a .bar domain tells people exactly what you do. The internet is evolving, and so should your branding.”


Merchant House is a prime example of how a well-chosen domain name can be more than just a URL—it’s a brand statement that aligns with identity, industry, and innovation.

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