1. The business mainly operates in the United Kingdom. Its core business is the Natural History Museum's online retail store, selling products including dinosaur toys, wildlife photography items, Pokemon collaborations, books, apparel, and home goods. 2. In e-commerce, it belongs to a vertical niche (museum merchandise / themed retail), with competitors including the British Museum Shop and the Science Museum Shop. 3. The official website brand terms are "Natural History Museum shop" or "NHM shop".