Online, I only purchase stuff if they have a legally-looking imprint and make a general impression of seriousness. And while this website has a nice design, the lack of an imprint implies that there's something sketchy going on. My reasoning is: If someone is afraid to put his complete name + address online, there must be a reason for it and I'm not the one wanting to do business with him or her.
Edit: I don't have to know the people. And the About-Us page isn't very important. I just want to see that it's a legitimate business and usually in most countries, this requires the company to put a full address on their website.