Sears really want to sell you a $ 33,000 Rolex

  In search of a Chanel handbag $ 4,400 or $ 33,000 Rolex? Try ... Sears?

In one of the counterintuitive retail strategies today, the President and CEO Edward Lampert pushed his struggling company to high-end features of the section to secure market their website, the products sold by third-party offers.

So now, in addition to Chanel and Rolex, you can find the browser on the market, $ 445 Balenciaga sunglasses, $ 600 Pour La Victoire boots and a Zac Posen dress $ 500, according to a recent analysis of the website.

The offer is in stark contrast to washing machines, tools and clothing are the cornerstones of the department store chain down the ladder. Luxury seller said Sears officials stressed at a meeting of the company was trying to renew their image and become more hip.

In addition, Mr. Lampert has made a priority of e-commerce, to compete in the hope to better position the company with major online market places of Amazon.com Inc. AMZN +0.37% and -2.49% EBAY eBay Inc.

However, there are obstacles to make Sears Holdings Corp. SHLD +1.86% real online competitors, and some analysts see the effort as a distraction from work is necessary, announces company stores, which account for about 97% of sales.

The scale items, especially at the upper end has confused some buyers, especially since they usually end up in the general research on the internet, instead of Sears.com.

In an online forum for fans handbag chain members were asked if a Gucci handbag on the Sears site was in the wrong, simply because of its association with the business.

"Sears is the last place most people think of would be to buy high-end bags," joked a member. Another wrote: "Gucci @ Sears Hmmmmm do not believe?"

A spokesman said that Sears to ensure each provider through a registration and approval process, the validity of their products.

"Honestly, when I tell people that I sell, I always put in opposition," said Linda Lightman, Linda Stuff shop owner that sells clothes and accessories, new and previous owner designer brands such as Christian Louboutin, Chanel, Dolce and Gabbana.

Mrs. Lightman began selling on Sears market in June last year, and said she sold a few dozen articles per week, compared with more than 1,000 orders it receives every day on eBay.

Sears approached Allison Oseran, the AJM Fashions passes, there are about a year to sell their goods on the market. AJM door brands such as Stella McCartney, Jimmy Choo and Zac Posen.

"They have convinced us that they are working hard to change their image and wanted to concentrate on the clothes," Mrs. Oseran said.

Sales began slowly, but Mrs. Oseran said they sold a pair of heels Alaia $ 3,000 on the premises and a Michael Kors. AJM now sells about 30 to 40 articles per month on Sears, compared to thousands of items a month on eBay and about 700 per month on Amazon, they said.

"We hope that they are able to change their image," said Mrs. Oseran.

Market was the brainchild of Mr. Lampert's Sears, Kmart stores in 2005, merged to create Sears Holdings. Market opened its doors in 2010 and has grown to include thousands of vendors who sell more than 85 million products, from sporting goods to electronics.

The Sears spokesman said the idea behind the market was "the best and largest selection of our members," and the company continues to focus on training their brick and mortar stores offer. "Since 2011, Sears Holdings has invested millions of dollars to equip with the technology of our business," such as iPads, the spokesman said.

Sears a commission of 7% to 20% of sales and a $ 39.99 monthly fee.

Sears market is now the third largest market for suppliers online visits, but he prefers Amazon and eBay by a wide margin, according to comScore. In June, Amazon had 98 million unique visitors, eBay had had 69 million and 18 million Sears.

Amazon charges fees ranging from 6% to 25% of the cost of an item, include plus costs and sellers who do not buy monthly subscriptions, fees per item. EBay fees of 6% to 9% of the price of an item for sellers, subscriptions, 10% for those without buying.

High-Research Products Turn Up for Amazon and Sears enough in the rankings, said Paul Swinand, an analyst at Morningstar. But Amazon has a price advantage, he said.

This proved to be true during a recent search of a Conair steamer. The GS10 Deluxe model was on Amazon's market for $ 74.95, while others Sears sells for $ 138.66.

The Sears spokesman said the company offers competitive prices and offers free shipping on items $ 59 or more for its own products, or the portion sold on the market. Rapid market growth in the three years since its opening experience, with a total online sales, including works by Sears and third party sold compared to 17% last year, the carrier word.

While the company is experimenting with e-commerce companies and other technologies continue to suffer its core businesses. Revenues declined steadily since the merger that formed the company, and fell to 39.9 billion for fiscal year 2012 of $ 53 billion in 2006.

After the loss of more than 4 billion in 2011 and 2012 combined, Sears Holdings posted weak results for the fourth quarter May

Income decreased by 9% to $ 8.5 billion and the company showed a loss of $ 279 million. Sears store sales open at least a year in the United States has risen slightly over the previous quarter, but again its decline, falling 2.4%.

The Sears spokesman said the company is trying a "differentiated" customer experience through the integration of platforms in accordance with its brick and mortar stores and offer a loyalty program called Way Store.

Matt McGinley, Director of Investor Market research firm International Strategy & Investment Group, said that the market and other web initiatives will not help unless the results of the brick and mortar turns.

"No matter how much they grow in this business, the majority of their business comes from the stores," McGinley said. "And if they do not fill these holes, it is difficult to see how they remain viable as a retailer."