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On Our Radar: Bag Borrow or Steal Gets a Name Change

Bag Borrow or Steal fans, from now on you must refer to the site as Avelle. The four-year-old retailer has changed its name. The firm's executives believe the new moniker is more luxurious and European-sounding. Indeed. It makes sense considering the company has plans on expanding into Kuwait and China.

The most exciting part of is that it will be expanding into additional categories like watches and apparel starting this month. I can't wait. Shoes may also be on the horizon, but that would be difficult given sizing issues and wear and tear.

Join The Conversation
Rodger Rodger 8 years
Check out iLetYou ( ), a rental search engine for all products with over 100,000 different products for rent. Avelle is currently featured on iLetYou as well. We've seen fashion rental continue to expand into new and interesting categories. Avelle's expansion into watches, apparel, and possibly shoes is further evidence of that. It's a natural extension from handbag rentals to become in a leader into several hot, unexplored fashion rental categories. Look forward to seeing what's next!
ilanac13 ilanac13 8 years
i think that it's probably a good move for them to change the name as long as it's an easy re-direct from the original site since you know that as long as people watch the SATC movie they will always check out immediately after watching it. i think that it's nice that they are trying different things to rent out but i'll have to agree that the shoe thing may be a bit challenging. i think that with how people wear shoes, and where they wear them and all that is going to make it hard to maintain. i know that i wouldn't want to wear a show that had been sweat in and walked for miles if they are supposed to be really nice jimmy choos or guccis or something.
couture-yourself couture-yourself 8 years
I agree with what everyone else is saying. I think this was bad decision making on their part.
lizlee89 lizlee89 8 years
I don't hate the name, but it just sounds like any other name (more like a makeup or skincare brand). Bag Borrow or Steal was such a fun, different name...
ldsims ldsims 8 years
There goes their stocks!!!!! I gues we will have to bail them out
emalove emalove 8 years
LOL, it does, Bella! Definitely a feminine product of some sort...
Beauty Beauty 8 years
I don't love the new name. Avelle sounds like a brand of maxipads or conctraception. And like everyone else is saying, they just had huge placement in SATC — why would you throw that name recognition away?
Glittersniffer Glittersniffer 8 years
Bad move! Seriously, why throw away brand recognition?
Punk-Glam-Queen Punk-Glam-Queen 8 years
Seems like an ill-conceived business move considering they got so much publicity with the SATC film. The new name doesn't tell you what it is, the old name was quite clear, cute, and catchy. I recall being on their site last month and seeing the new name and I thought I was on a "fake" site!
gatsby-esque gatsby-esque 8 years
Name changes with well-established businesses are a BAD idea...just ask all those people who won't shop at Macy's in Chicago anymore after they chnaged the name of the Marshall Field's department stores to Macy's. "Avelle?" What does it even mean! These stupid marketing majors with their flashy business degrees forget about common sense!
michlny michlny 8 years
bad...bad idea.
356UIK 356UIK 8 years
I agree. The other name told you what it was. This, no one knows.
snarkypants snarkypants 8 years
stupid name change, if you ask me.
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