Their sales and marketing manager, Helena Smalman-Smith, talked about how their Web site was helping them reach customers in rural areas of England and also in America, where they do not currently have a distributor. She has been very pleased with the response rate -- both orders and requests for their catalogue.
Other sites mentioned in the article are the Kennel Club's site for Crufts, and a site for Arena, who publish buyer's guides for different aspects of technology.