Hi. I have seen that your question has gone unanswered by the other admins, so I'm going to take a shot at it. I am not sure if you are aware of this, but just by looking at the site, I can tell you it is more than likely a recast site. Soom itself does not have any dealers, and the only company you can go through to purchase Soom products is Soom itself. The ruling for dolls is, if the prices are really low and seem too good to be true, its probably because its a recast. Upon further looking around their website, the Facebook link they have provided links back to a recast page, so I suppose that just further proves they are a recast company. Just wanted to make that clear in case you were unaware.
Now, as for your question of if they are reliable, I personally have not purchased from them, and do not know of anyone who has, so I cannot say if they are a reliable company or not. Based on the other customer reviews, they seem to be a pretty decent company, but other than that I cannot provide you with an answer.