Fashion & Style: In a bold move, Bag Borrow or Steal, the number-one rental source for the best of luxury designer purses and handbags has changed its name to Avelle. The switch in nomenclature coincides with the firm increasing its ensemble of rentable items to members of the Avelle community. The company's Web site currently reads: Avelle-the New Bag Borrow or Steal. According to a recent press release, the new name was inspired by European luxury, craftsmanship, and quality.
"We have already expanded beyond handbags into vintage, jewelry and sunglasses, and our members are asking for even more," said Michael Smith, chief executive officer of Avelle. "Avelle more accurately reflects who we are as we expand our offering significantly beyond our handbag beginnings."
The company's growth since its inception in 2004 has been nothing short of phenomenal. In its short history, the company's former name was part of the dialogue bandied about in the "Sex in the City" movie. The luxury-rental club also was featured in the New York Times and touted as an up and comer by various pundits within the luxury industry, such as the Luxury Institute.
The company now offers its members the rental of handbags, jewelry, and sunglasses from more than 4,000 styles of luxury accessories from more than 100 authentic designers, such as Chanel, Gucci, Prada, Louis Vuitton, Coach, Stephen Dweck and Vera Wang.
Avelle indicated that it is considering expanding its available items even further to accommodate consumers' insatiable desire to rent "everything couture" based upon a recently conducted consumer study.
For more information visit www.bagborroworsteal.com
For LxM James Rothaar