Perfect framework.

Its slick – real slick – uses the current wordpress database structure, so ‘no mess’
I can imagine that it would be perfect ‘out the box’ for many projects – however it looks like ‘tuning it’ will be a nice fun job too, nice under the bonnet.
Easy to add custom fields on back end. Attributes can have options ‘great for products with multiple choices in formats like colours and size etc etc
Great theme and one click demo data on the site too.