Despite its testosterone-fuelled growth, the company's beginnings were very humble indeed. One of the things they liked about them were the features about cool games and devices. They heard opportunity paging them. Sourcing was a problem early on. They had to beg some suppliers for merchandise, and there was no money to attend trade shows.
Publicity is one reason why it has so far succeeded where so many others have failed.
And the site is kept simple and easy to use, Smith stresses. It's also contemplating an expansion into high- street retailing. And it wants to develop products under its own brand. She thinks it's a pretty good investment.