The address is a Cardiff apartment block, so he's running the business from home.
Here's a picture of the block
http://www.zoopla.co.uk/property/27/...11-0jh/4081239
My workplace is just two miles up the road.
A search on Google's shopping link finds a lot of Sony Readers at his price and cheaper.
http://www.google.co.uk/prdhp?hl=en&tab=wf
And Waterstones in the UK is offering them at £224, both online and in their Cardiff shop.
http://www.waterstones.com/waterston...=11&Image1.y=3