Let's run through the usual checks:
Q1: Does the company provide a postal address? (It's a legal requirement for UK web traders)
A1: Yes
http://www.discountpe....co.uk/contactus.aspx
but it's only an 'accommodation address', with this service:
http://www.prime-secr...uk/streetaddress.html
(Very suspicious!)
Q2: Is there a landline phone number?
A2: Yes but it's an 0800 number (which hides the real number) and, more importantly, they state "we are facing some technical difficulty with our phone lines" which, to suspicious people like me, suggests that it's a fake. It's also rather odd that the number is made up of the codes for free calls (0800), the number for emergency calls (999) and the code for local rate calls (0845). That suggests that it was invented by someone with little imagination! (It's also unobtainable. I've just tried it).
Q3: Has the person registering the domain name hidden their contact details? (Only 'non-trading individuals are permitted to do so).
A3: Apparently not
http://webwhois.nic.u....x=0&WHOIS+Submit.y=0
but the postcode given is for The Spinney in Poole (and not for the address stated). Further, Google doesn't recognise 'Dursett' as a place name anywhere in the UK and there's no 'Old Warhem Road' anywhere in the country. (There is an Old Wareham Road in Poole but that's about as close as you get).
Q4: Was the site created through a 'quick and easy' service? (Most reputable companies employ a proper web designer. Sites created via, for example, GoDaddy, can lead to suspicion)
A4: Yes, it was created via GoDaddy
Draw your own conclusions!
Chris