They are a reputable retailer, same family as Flannels. But owned at the top by the head of Sports Direct. Customer service is so-so, returns are not free unless defects. But they are a reputable business. I’ve read elsewhere that they don’t need to raise their prices like other retailers, because they buy the stock themselves first.I had seen a YouTube video for the Toy Loulou by Completely Claire and I believe she is in Ireland. She had mentioned she bought hers from Cruise Fashion. From what I can see they seem like a legitimate brick and mortar as well as online store. Their online site has pre-increase pricing and they appear to not increase old stock items. I am not familiar with them though so maybe other PF members can say if they are a reputable retailer. If they are, maybe some of you in the UK might be able to pick up a good deal here.