Here are the usual tests for checking out a website:
1. A postal address shown for returns? (It's a legal requirement for UK web traders) Yes (but the absence of a unit number is a little unusual - I also can't spot it on Google Street View, but there are so many small lock-up units that I might have missed it))
2. A landline phone number? No. (Only a mobile number is given)
3. An email address using the company's domain name? No. (The email address uses 'Hushmail', which is a service for those who are seeking to maintain their anonymity).
4. Domain name created a reasonable length of time ago? ('Brand new' websites can be particularly risky): Yes (1995)
5. Trader seeking to hide his identity?: Yes. (The domain name was created through 'Domainbyproxy.com', which is a service for people who want to stay anonymous).
6. Website professionally created?: No. (It was done using GoDaddy.com)
7. Limited company? No. (It's not shown on the Companies House register. That means that it's probably a one-man business, which should show the trader's name - it doesn't)
Chris