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An online store for technology enthusiasts has opened its virtual doors. aims to supply its users with the latest technology, whether they are keen photographers looking for the latest digital SLR, a computing enthusiast looking for the latest Mac Pro or a music producer looking to set up a home studio.

Its founders say the store has been set up by technology enthusiasts and goes beyond an interest in ‘gadgets and cool stuff’ to target people who want to use the latest technology to improve their lifestyles and professional interests.

Managing director Mark Whiting said: “ sets itself apart from other retailers by practicing what it preaches, and real technology enthusiasts will see that our team of experts have selected a blend of award-winning, market-leading products that all have the same three key selection criteria: innovation, reliability and design quality.”

Brands stocked include Apple, Sennheiser, Avid Technology, Twelve South, G-Technology and Canon, and the site aims to have detailed information about products.

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