I know about this company, having bought that very Hitachi TV from them about a month ago.
I was told the TV I bought was new, however when I received it it had a number of scratches, chips and marks on it, and it was obviously a graded model.
I eventually got a refund after returning the TV, which was a relief as I was worried I might have a bit more hassle.
Anyway, apparently the guy who is running this basically orders the TVs from a Hitachi factory shop in London who sends them straight out to the buyers - he never sees these TVs.
I imagine the conditions of these TVs will vary, so it's just your luck what you get. If you want to get a TV cheap and are prepared to accept that it is not new, then it is up to you whether you want to take that risk.
I got my refund and the matter was settled with reasonably little hassle, but personally I wouldn't take the risk of buying from an unknown internet company like this again. If you are going to splash out a lot of money on a TV, better paying that bit extra for peace of mind.