Sears Holding is hoping to make its online marketplace the go-to location for chic shoppers who want designer items. The retailer is forming deals with high-end suppliers to cut into the leads of Amazon and eBay. "They convinced us they are working hard to change their image and wanted to focus on designer clothing," said participant Allison Oseran, owner of AJM Fashions. The shift comes as Sears continues to face losses, including nearly $280 million in its most recent quarter.

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