Well, they have rather ambitious plans:
We're rapidly scaling our low cost bitcoin mining efforts and believe this will provide revenue growth as we build our ecosystem. We've secured an 83,000 square foot facility, about 1.4 times the size of a regulation NFL football field, to expand our mining operations. With minimal improvements, the new facility is anticipated to handle over 10 megawatts (mw) of power and can potentially house up to 40,000 TH/s of mining hardware.
http://www.bitcoinshop.us/index.php#mining
They also provide few other services: shopping engine, storage (multisig wallet), ATMs and are building own 'Universal Digital Currency Platform'.
All looks promising, but I have doubts whether they'll hit ROI on mining operations, unless they'll be selling hashpower as cloud mining.
I don't see how they're not going to setup a cloudmining service. These investors need to know they'll get their money back + profits in almost no time, and I don't see how can they do that just by mining for themselves.
Also, they're trying to kill to many rabbits with one stone only. This seriously does not sound good, at last for me.