I would take the claims made on these sales pages with a pinch of salt. I would not call Ubrew "A leading homebrew website" I would also question it's 2 year turnover of €500K and net profit of €250K, but maybe they have financial statements to back that up, but I doubt it.
Both websites mention little competition, which I don't think is completely true either. I would say they had a go, and they didn't come near the existing suppliers. They are obviously not doing well, otherwise they wouldn't be selling up. They don't feature much on this site either, and we are probably some of the main homebrew equipment and ingredient purchasers in Ireland.
I would nearly go as far as to say that these ads are misleading.
Cheers,
Billy.