1. Business Ideas
  2. Business Plans
  3. Startup Basics
  4. Startup Funding
  5. Franchising
  6. Success Stories
  7. Entrepreneurs
  1. Sales & Marketing
  2. Finances
  3. Your Team
  4. Technology
  5. Social Media
  6. Security
  1. Get the Job
  2. Get Ahead
  3. Office Life
  4. Work-Life Balance
  5. Home Office
  1. Leadership
  2. Women in Business
  3. Managing
  4. Strategy
  5. Personal Growth
  1. HR Solutions
  2. Financial Solutions
  3. Marketing Solutions
  4. Security Solutions
  5. Retail Solutions
  6. SMB Solutions
Product and service reviews are conducted independently by our editorial team, but we sometimes make money when you click on links. Learn more.
Lead Your Team Strategy

When a Company Outgrows Its Name

Not only was Bag Borrow or Steal mentioned in 2008's movie version of "Sex and the City," the company practically got it's own scene. Practically overnight, the company's web site was bookmarked by every Carrie, Samantha, Charlotte and Miranda devotee.

Why, then, would the company change its name?

“Of course we were honored to be included in the movie," Avelle's president and CEO Russ Blain told BusinessNewsDaily.

"The Sex and the City mention led to a big boost in business shortly following the film’s release.  However, around that same time, the company also felt that it had outgrown the name Bag Borrow or Steal.  What started as a purse rental business had now expanded to include watches, jewelry, and sunglasses, so in 2008, the company’s official name was changed to Avelle," Blain said.

"In order to keep itself associated with its well-known former name, the company currently uses Avelle: The New Bag Borrow or Steal in its marketing efforts," he added.

Nicole Fallon

Nicole received her Bachelor's degree in Media, Culture and Communication from New York University. She began freelancing for Business News Daily in 2010 and joined the team as a staff writer three years later. She currently serves as the managing editor. Reach her by email, or follow her on Twitter.