Having arrived on the internet shopping scene in 2001, Extreme Pie have become a popular supplier of fashionable clothing at low prices. Closely linked with clothing and accessories for fans of skiing, skating and surfing, they appeal to many who like to keep things relaxed.

In many ways, they typify the new breed of retailers who have challenged more traditional rivals. While traditional clothing companies have often relied on maintaining city centre locations, many internet companies look to keep their overheads lower by avoiding such premises.

They are, of course, in a better position to do this thanks to the fact that a website acts as the customer-facing part of the store. It means that they don't have to attract customers who happen to be walking by and it also ensures that they don't need to have so many sales staff.

So are traditional clothing companies set to struggle? Not necessarily - a well-run clothing store will surely still get plenty of customers. It is, however, difficult for them to compete with online stores in some respects.

Key reasons why many consumers have been looking to shop online include price and convenience. The thought of simply going online and getting your shopping delivered appeals to many who don't want to go out and visit physical stores.

In fact, the internet has been of particular use to those who find it difficult to reach older stores, such as those living in more rural areas.

What else do stores such as Extreme Pie offer to attract customers? As well as low prices, it's clearly important that they stock leading brands. This is vital as it ensures that customers will know that they are buying high quality garments and hence getting value for money.

The top brands stocked include the likes of Oakley, O'Neill, Vans and Saltrock. If you can get such big names at low prices, then you probably don't need much encouragement to purchase online.

This is the secret of the success that's being achieved by many online stores.