The .eu domain registry Eurid opened its door on 7 December for processing the first wave of applications for .eu names. To qualify in the first wave a private company has to be based in an EU member state and have a trade mark registration. There are different rules for public bodies.
But Beware - companies offering to pre-register your domain name as an EU address are not necessarily authorised. So check out the authorised list and registration rules at http://www.eurid.eu/en/registrant/