If even the ladies of Sex and the City were fanatics of Bag Borrow or Steal (think Netflix, but for highly-coveted designer accessories), we know it’s a big deal. So where has it been for the past few years?
Despite its mention in the popular TV series in 2008, which popularized its use — you can even shop items from the movie — the company changed its name that year to Avelle, Inc. to represent its own evolving market and available products.
Looks like you will be able to carry your dream bag after all…maybe.
“We were expanding beyond handbags, into home, accessories, luggage, all kinds of products. It was a mouthful for people — they were continually getting it wrong. We just felt that Avelle was more consistent with a high-end luxury brand,” then-CEO Michael Smith said in a 2010 interview with Fashionista.
Just last week, however, Avelle announced that it was changing its name back to its original moniker, by popular demand.
“A few years ago the company felt it had outgrown the name Bag Borrow or Steal,” CEO Russ Blain explains in a press release. “However, fashionistas and customers never stopped calling us Bag Borrow or Steal so we listened and changed our name.”
With its renaming comes a revamp of what the company, which currently provides merchandise from designers ranging from Coach and Juicy Couture to Valentino and Chanel, will offer in the future.
“Our team is on the ground right now researching the latest trends,” Marketing Director Haley Brothers says. “Our new merchandise will be a very carefully edited offering. We are focused on adding the hottest styles from top brands. We are also planning key events and our clients are going to see new and exciting things on our website. If people did not know us as Avelle, Inc., they will certainly know us as Bag Borrow or Steal.”
With rental prices ranging from under $40 a month to more than $400 a month, it’s a good thing that the only thing we need to have in common with Carrie Bradshaw is her love for fashion (though we still wish we had her bank account, too!) to take advantage of everything Bag Borrow or Steal has to offer!