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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 Fallon

Nicole Fallon 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 assistant editor. Reach her by email, or follow her on Twitter.