I like the concept, but I'd suggest showing a few actual items on the landing page. I spent my first 5 seconds wondering why you were trying to sell me white plastic stars and acorns to use with my phone.
Some more explanation is needed in some cases. For example, when I look at the "Housewares page" (http://packstore.anvil.net/collections/housewares), I am confused about what I'm actually looking at. Maybe half of the items have non-descriptive names and I can't tell what they are by the picture either.
Koubachi: Looks kind of like an upside-down golf club. Not sure.
Beacon: It's a black... thing.
FLPR: Acronymy goodness. And it attaches to the dock connector.
Here's an idea for a better way to frame this, similar to your current splash screen: "You already have a smart phone. But what about a smart XXXX?" where XXXX rotates between a bunch of things that you link to on the site.
Also you need to make a better connection between the XXXX and a product. You say "Packs change every golf swing", that should show a picture of the smart golf swing glove and let me click to see it.
Yeah, I think Packs is confusing because it's not immediately clear what it means to end-user. And I totally agree with your idea on how these should be grouped and marketed, and can probably get some great traffic with a little SEM/SEO.
What's also interesting to me is like Chomp, where Apple and Google dropped the ball on discovery, this service will be useful because a lot of hardware+software products also have 3rd party apps such as ROKU.
Since I've already heard about of lot of these through Hacker News, I can't really comment on how interesting this store would be to the average consumer.
Apart from that, the website looks very nice. The "home" button (little house symbol) has an awkward animation (why can't it just highlight?), but other than that it looks very clean and professional.
On last thing: it took me a while to realize that all of the hardware featured on the store interacts with iPhones. I got the "App Store for hardware" message, but for some reason my brain didn't connect that with only iPhone hardware. Perhaps if I owned an iPhone that connection would form more quickly.
The merchandise reminds me a lot of Brookstone. Compared to the generic cluttered "me too" Brookstone website, this is rather pleasant. It would be nice to have some captions under the products though.
Take the "Assurelink Belt" which has nothing in the little round rect box to tell me its a smartphone controlled garage door opener.
It's typical for retailers to match a recommended MSRP. We love the Pack Store and the fact that it highlights the new generation of app controlled products like Lockitron.
