Minds + Machines Group Limited announced that it has entered into an exclusive agreement that will enable Ethereum's Ethereum Name Service (ENS) to be integrated into the services marketed by registrars to consumers in MMX's, soon to be launched top-level domain, .luxe. The ICANN-approved .luxe extension is set to shortly enter its pre-launch phases ahead of going on sale to the public from 30 October 2018. Under the agreement, any name of a registrant's choice in the .luxe registry (an abbreviation for Lets U Xchange Easily) can be associated through the Ethereum blockchain with the 40 character hash identifier that currently denotes any Ethereum asset, item or service supporting Ethereum. As a result, a memorable .luxe name can act as the public identifier for an individual's Ethereum asset instead of the complex and long 40 character hash identifier. MMX believes the market opportunities for the .luxe service are significant: specifically in the areas of cryptographic wallets, and the emerging sectors of smart contracts and decentralised apps (DApps). For example, in the crypto wallet market, there are already over 26 million wallets in use. Currently, for two holders of Ethereum supporting wallets to transfer Ethereum or Ethereum-based tokens between themselves, the recipient has to provide the sender their unique 40 character wallet hash for the sender to then re-enter the hash to effect the transfer. The same process of replacing 40 character identifiers with relevant and user friendly .luxe names can also, in principle, be applied to all Ethereum assets or services - eg. smart contracts, distributed storage, DApps etc., making the potential addressable market for easy-to-remember blockchain enabled .luxe names significantly broader than just the crypto wallet market. MMX and the keyholders of the ENS believe the secure association of understandable words to Ethereum items or services can significantly facilitate the movement of Ethereum assets, as well as usage of services based on the Ethereum blockchain, across the Internet by end-users.