The site was started by Elena Travis. After working in the furniture and design business for five years, she decided to branch out into furniture imports, and she focuses her efforts on selling chairs online to customers in the UK. Her site has a particular specialization in bar stools.
It's a great example of narrowing down a niche. Furniture > chairs > bar stools. I love it. And hey, bar stools aren't just for bars (though a lot of people do set up bars in their homes or on their patios). They are great for kitchens, dining rooms, and more. They can also work well in professional settings, from restaurants to offices. Honestly I never knew there was such a variety in bar stools out there until I browsed Elena's site. Lots of colors, lots of designs--from futuristic styles to retro mid-century modern, you can find most anything.
Elena works to find fashionable chairs made from quality materials. Check out her site for a great example of successful e-commerce at work!