Update: appears dead.
I've been looking at these hose reels for a while, mostly available through Amazon or direct from the manufacturer at rarely if ever discounted prices. While looking for a deal, I have come across a few 3rd party sellers like qcsupply.com, but they came back at an even higher price. I pulled the trigger on the 2-wheel hose cart this evening when I found it from an apparently reputable seller at $35 less than manufacturer's price.
If you go to the seller's page, dropdown shows the price as $235, but when I clicked through to PayPal, came up as $210 plus tax. The other 2 reels also showed up higher on the seller's dropdown, but came up less in PayPal. It appeared it may have been meant to be an expired promotion price since it was called a 'spring sale' and elsewhere on the seller's page it said prices starting from $135, which was what the wall reel came up as in PayPal before tax. Note that I assume you won't get the "$35 value quick connect set" that Eley seems to offer as a continuous "limited time" promotion. I didn't see where the manufacturer warranty terms specified authorised sellers, but up to you if that risk would be worth the savings if they didn't honor.