CuttingEdgeKnives.co.uk carries a limited number of kitchen knives and can therefore present them prominently on its home page. The eight product lines from five Japanese and European manufacturers are as handsome as they are practical, and meant to be displayed in kitchens for all to see, not tucked away in a drawer, says Pete Duncanson, managing director for the U.K.-based web retailer. That's why Cutting Edge Knives shows the cutting tools on its home page as if they were hanging on a magnetic rack in a kitchen. A horizontal product slide bar on the home page puts each knife brand front and center, and customer testimonials flash in the center of the screen. Mousing over an individual knife shows basic information including name, length and price, with a link to the product page.

• Date Launched:2011
• Unique Visitors:12000
• Web-based Sales:Order the Hot 100 issue