STYLETHREAD -- LET'S TALK SHOP!

um - okkkkk.

found this on the 'net...

Bag Borrow or Steal Sets the Stage for Planned Expansion by Announcing
'Avelle' as New Company Name
Online Retailer's Focus on Expansion into New Categories is a Result of
Growing Popularity of Rented Luxury Concept

SEATTLE, Sept. 15 /PRNewswire/ -- Bag Borrow or Steal, the largest online
rented-luxury retailer offering designer accessories, today 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 today, 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 today,
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.
    About Avelle
    Founded in 2004, Avelle, the new Bag Borrow or Steal, is the largest
online rented-luxury retailer.  Called the "Netflix for Handbags" by The New
York Times and featured in the Sex and the City movie, the company offers a
new way for anyone to access and enjoy luxury accessories, including designer
handbags, jewelry and sunglasses.  Members simply select accessories to rent,
keep them as long as they like and then purchase, or exchange them for
something new.  Avelle has experienced tremendous growth and in less than a
year, has seen its member base soar from 250,000 to more than one million.
Avelle offers the opportunity to rent more than 4,000 styles of luxury
accessories from more than 100 authentic designers, including Chanel, Gucci,
Prada, Louis Vuitton, Coach, Stephen Dweck and Vera Wang.

I think it sounds like a moisturizer or feminine product brand.  I definitely don't think it appeals to a male audience, and doesn't speak to their product line...

D wrote:

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I think it sounds like a moisturizer or feminine product brand.  I definitely don't think it appeals to a male audience, and doesn't speak to their product line...

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LOL - I never would have gueesed its purpose by the name