The claim is "100% Canadian", but they likely employ far fewer Canadians than Best Buy.
Reviews indicate that most -- maybe all -- products in the catalog are imported
The
promotional video strikes me as more sketchy than persuasive. And they hide their DNS WHOIS info, which to me is always a warning sign for a consumer-facing organization.
The MO sounds like a Kickstarter/Indiegogo project. BTW, that's not an insult, I've bought my share of Indiegogo stuff, but the marketing style is unmistakable and not uncommon in that world.