Is sewingmachinediscount.co.uk Safe?

Misleading advertising, overcharged for amount agreed over telephone, and verbally abusive managing director. We recently purchased a sewing machine from this company. The website advertised an offer with a 10% discount on all machines. We took the offer up, but when the machine arrived it was apparent we had not been given the advertised 10% discount that we had checked by phoning the company prior to agreeing the purchase. When we phoned up to complain the managing director (Mr Cooper) was extremely verbally agressive and shouted and swore down the phone several times in an utterly offensive manner (telling my wife to "f**** off" several times etc). When I (her husband) phoned to complain, I was met with a very similar experience and was equally appalled by Mr Cooper's langauge (which was just as awful), verbal hostility and truly shocking attitude. On the phone Mr Cooper claimed he was 79 and dying of terminal cancer. Whilst the validity of such a claim is clearly hard to ascertain, and even more so over the phone - he did not sound like such an individual, and a video podcast of him from last year on his website clearly does not support such a statement. A quick Google search reveals a multitude of similar complaints about this company and individual. This company's wesbite makes the following statement, "In these harsh economic times it is not uncommon for competitors, disguised as consumers to provide misinformation about our company, in consumer forums. If there should be the slightest doubt, then please do not hesitate to contact our suppliers directly, and they will unequivocally redirect you to us". Our consumer experience reflects all that we found in the above consumer forum complaints referred to. I have no doubt that these complaints are in fact genuine. THIS COMPANY SHOULD BE ABSOLUTELY AVOIDED I am not in the habit of complaining, but such behaviour cannot be tolerated. There are many more vulnerable people who could have a similar experience. Trading Standards has been contacted and I am investigating how else this matter can be taken forward.