I use to have XFX cards but in my opinion, they die out quicker than other brands because XFX don't cool the VRMs as well. This is particularly a problem with the 290.
I was in exactly your position looking for a 290 a few months back and decided this:
Get the MSI 290 Gaming 4G - A VERY cool, QUIET and excellent performing card and only £10 more than the XFX.
p.s There are also other choices if you don't want to go for the r9 290.