I did a bit of digging based on the ABN that is listed on their site.
The parent company is Ozhut Pty Ltd, of Bayswater, Vic. Their have had that ABN since August 2008.
They also run myBabyPrams.com.au, OZGadgets.com.au, and OZMotorcycleGear.com.au, and Wrist-Watches.com.au from the same location.
Sounds like a husband/wife venture
More detail on the co-owner:
http://www.linkedin.com/in/waihongfong
It all sounds quite legit, hopefully the customer service is good too.
On that note, I'm fairly certain that I remember them from the power seller forums on eBay. Their eBay feedback rating is exceptional:
http://feedback.ebay.com.au/ws/eBayI...ab=AllFeedback
Judging by that, I'd be willing to buy from them if something they were selling caught my eye.