The seem to be selling 'WIFI' controlled LED bulbs for what appears to be a pretty sharp price and they seem to be either NZ or Aussie based (or possibly both?).
It seems the bulbs are actually controlled using non-WIFI link (Zigbee or something proprietary?) and then bridging to IP using an external box. So calling them 'wifi enabled' is a bit of a stretch.
Also they don't seem to have established a good track record so far - nothing on the Interwebs yet from actual users of their products, and these threads seem to ring some alarm bells:
Here's hoping they are legit, as at the prices they are quoting (and the very low NZ shipping costs) this could be the year that wireless LED bulbs hit the mainstream downunder...