Reading the About section of a website is usually a good indication of how seriously a firm takes its responsibilities - this one has an excellent start on that basis.
I notice it doesn't, for instance, charge higher rates to deliver to far flung parts of the UK, which will appeal to many forum members.
Perhaps having a chat with a member of the firm as a local call telephone number is provided and, as an additional test, send an e-mail requesting some information; these should provide useful indicators of efficiency and speed.
Remember too that Yorkshire folk are very canny and will never pay more than they need to for any thing...:-)
You may well find that you have stumbled on what has been a well kept secret from the majority of us...:-)