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Bag Borrow plans to expand into new accessory categories
Sep '08
Bag Borrow or Steal, the largest online rented-luxury retailer offering designer accessories, announced its plans to expand into new accessory categories.

The expansion is a result of the overwhelmingly positive response Bag Borrow or Steal has received to the rented-luxury concept since introducing it in 2004.

Rapid growth into new accessory categories is the main driver behind the company's decision to change its name. As of, Bag Borrow or Steal will be known as Avelle, a name inspired by European luxury, craftsmanship and quality.

The new name sets the stage for continued expansion while more accurately communicating the variety of accessories the company offers, including handbags, jewelry and sunglasses.

"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, the new Bag Borrow or Steal. "Avelle more accurately reflects who we are as we expand our offering significantly beyond our handbag beginnings."

A recent consumer survey, conducted by Avelle, showed that customers are eager to rent additional categories, such as watches, luggage, evening wear, cocktail attire, outerwear and everything couture. Avelle is considering all of these categories and more to meet the needs of its customers.

Avelle, the new Bag Borrow or Steal

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