EBay on Monday launched Fashion Outlet, its virtual “outlet shopping mall.”

This story first appeared in the September 20, 2011 issue of WWD. Subscribe Today.

The firm, once known primarily as an auction site, has shifted gears to include that and more as it aims to be the leading U.S. destination for fashion. The latest launch has more than 200 brands available on the site. Discounts are generally between 20 percent to 65 percent off the retail price.

Some items are made exclusively for the outlet, and the made-for-outlet items reflect competitive pricing that is typically not further discounted. Additional discounts on all items, include MFO items, might be available during promotional periods.

Currently the U.S. outlet site only ships to U.S. addresses. Shoppers at Fashion Outlet can browse by the eBay store or by brand. Those shopping by store are typically shopping a retailer that carries various brands, whereas those browsing by brand will see all options offered including those available at the multibranded retailers on the eBay site.

Factory stores online at the Fashion Outlet include Brooks Brothers, Calvin Klein, Fila, Last Call by Neiman Marcus, Reed’s Jewelers and Tommy Hilfiger.

In the women’s section, accessory brands available include Bodhi, Botkier, Elliott Lucca, Fossil, Furla and Kooba. Intimates are represented by Bali, Barely There, Hanes, Jockey, Spanx and Wonderbra. Footwear firms include Bruno Magli, Charles Jourdan, Donald J. Pliner, Frye, Sesto Meucci, Seychelles and Stuart Weitzman.

Women’s apparel brands include A.B.S. by Allen Schwartz, Adrienne Vittadini, Anne Klein, Badgley Mischka, BCBG Max Azria, Christopher Blue, Elie Tahari, Elizabeth and James, Graham & Spencer, James Perse, Joe’s Jeans, Juicy Couture, Miss Sixty, Nanette Lepore, Nicole Miller, Rachel Roy, Rainforest, Rebecca Taylor, Robert Rodriguez, Studio 148 by Lafayette New York, Theory and Vivienne Tam.

Men’s brands include Seven For All Mankind, American Essentials, Bobby Jones, Emporio Armani, English Laundry, Hickey Freeman, Robert Graham, Rock & Republic, Timberland, Victorinox and William Rast.

EBay, which has outlet sites for shoppers in the U.K. and Germany, is eyeing similar sites for other countries.