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Alibaba's American Aspirations

May 24, 2014 - The New York Times - Biographical Materials

Herb and Martha Oberman have made a good living on eBay for 17 years, selling paper collectibles like a $5,000 limited-edition menu from the Hotel Bel-Air, the Los Angeles hotel once frequented by Marilyn Monroe.

But the Dallas couple felt their vintage offerings would also do well with a younger, hipper and more global crowd than their eBay store was attracting. So earlier this year, when they learned that a slick online marketplace called 11 Main was looking for vendors, they jumped at t...