The mix of clean typography, restrained product imagery and white space selected help to communicate a calm and contemporary balance into the page structures.
Looking around at many sites one sees an over-reliance on showy front-end effects and too much information. We design from the “ground” up, only working with the functionality actually needed by any particular client at any time.
One of the benefits of paring back a design to the essentials is that user experience improves as fewer options are presented. This is always a good approach but is doubly so when retail conversion is as stake.