.Storage had an extensive Founders Program offering the opportunity to companies to register their desired .storage domains ahead of everyone else and develop them into functional websites.
Participation was on a ‘first come, first served’ basis and the number of .STORAGE domain names that could be allocated to Founders was limited by ICANN.
Here a few examples of .Storage Founders Program developed websites:
.Storage is currently in the “Storage Industry Phase” which ends on January 3, 2017. This is a phase (following the founders program and the trademark sunrise period) that is open to members of the storage industry. Participants can get domains relevant to their business and brands. Others may be considered on a case by case basis.
General Availability for .storage domains starts on January 10, 2017.
Here is a short video about the .Storage new extension:
Why .Storage Domains? from .Storage Domains on Vimeo.
Don’t you need to be in the storage business to buy a .storage even at GA?
From their FAQ:
Who is eligible for a .Storage domain?
All storage-related organizations, companies, and individuals are welcome to apply for a .Storage domain.
So I assume anyone can register a .storage as long as they follow these guidelines:
.STORAGE is a namespace dedicated to the storage industry. Registration is open to storage-related organizations such data, self, physical and other storage.
To support the mission and purpose of the TLD, in order to register or renew a domain name in the TLD, all Applicants must:
Own, be connected to, associated with, or affiliated with a physical, self-storage, digital, data, or energy storage-related company; or (ii) Have a meaningful nexus (as determined by the Registry in its sole discretion) with the storage industry; and
Possess a bona fide intention to use the domain name in supporting the mission and purpose of the TLD; and
Be classified within one or more of the following categories:
Self-Storage Companies: Self-storage companies which own or operate at least one self-storage storage facility, as verified by the Registry in its sole discretion.
Non-Self Storage or Digital Storage Companies: Companies which own, operate or are affiliated with physical, food, data, digital, energy, or a non-self-storage storage service, product or offering, as verified by the Registry in its sole discretion.
Affiliates of the Storage Industry: Companies affiliated with a storage-related company, as verified by the Registry in its sole discretion.
Other Qualified & Verified Individuals & Companies: Registrants who do not fall under one of the classes above, but agree to abide by the TLD Registry Policies, can demonstrate a nexus to a storage industry upon request of the Registry, and will use the name in a manner likely to enhance the TLD and otherwise positively promote the TLD viewpoint as well as the mission and purpose of the TLD.
Name Selection Requirements
There should be a clear and logical nexus between the activities of the Registrant, the storage industry and the domain name being registered. Registrants shall have a bona fide intention to use the Domain name in supporting the mission and purpose of the TLD.
Domain Name Registration Application, Registration and Verification of Applicant
The Registry, in its sole discretion, may require Applicants to submit materials demonstrating that they meet the Registry’s criteria for qualification to register domain names in the TLD.
The Registry, in its sole discretion, may impose proactive and retroactive verification procedures to ensure that Applicants and Registrants comply with all Registration Application requirements, other eligibility criteria and TLD Registry Policies, including this Registration Policy.