Police-auction site PropertyRoom.com said it is cutting back its merchant base to focus on top- sellers in core categories. PropertyRoom.com is looking to enlist a select number of sellers under a new merchant strategy that focuses on category exclusivity.

PropertyRoom's Trusted Merchant program will host only a limited number of merchants "regarded as the best" in their respective product categories. Merchants who are selected will benefit from very limited and, in some cases, exclusive category competition and will have access to PropertyRoom's dedicated team of ecommerce experts.

"By providing nearly exclusive selling status to merchants in select categories, we will help to ensure a virtually fraud-free environment to sellers and bidders alike," said PJ Bellomo, CEO of PropertyRoom.com. "For us, it is not about having the most merchants, but the best. Those who sell through PropertyRoom will get access to thousands of quality bidders while enjoying PropertyRoom's stable environment and efficient transaction system."

The company said its new strategy complements its already strict security policies in screening merchants for its Trusted Merchants program, which has a sell-through rate exceeding 80 percent.

"In the past few months, PropertyRoom has reduced its merchant count by more than 50 percent to focus on high-performance, highly trusted merchants," said Rob Hagen, chief executive officer of PropertyRoom. "We will only host those who meet our rigorous service and ethics benchmarks, and have a proven record of excellence."

The categories for which PropertyRoom is seeking new merchants include bulk and designer apparel, automobiles, cigars, iPods, designer handbags and sunglasses, and musical instruments. Merchants who want to qualify must demonstrate impeccable and proven experience in No Reserve auctions.

Many top eBay sellers use multi-channel software to manage their listings. A PropertyRoom spokesperson said integration with such programs is not currently offered, but is being considered for 2007.

http://secure.propertyroom.com/Seller/TrustedMerchant.aspx?c=3