They talk a lot about "great prices", and "cutting out the middle man to pass the savings on to you".
Looking through their selection of goods, that's not the impression that I get.
Probably good stuff, but a new, unknown, and unproven company better be doing some amazing things if they expect to draw attention and sell at that price level. There are just too many known entities, with long and established track records, that offer the buyer more peace of mind.
I'm not seeing anything that would make me buy anything from these guys.