Scam
Thanks. Did a bit more digging around, and it looks like a pretty clear scam.
I found them because they were the only seller with a certain lens in stock, but looking deeper all of their equipment is pretty ridiculously priced. Website was registered to what looks like a legit UK address, but under the name Alex Dimirof and only since 2/3/12.
Only available checkout option is international bank transfer...
Unfortunately they now have my email address, but fortunately nothing else.