Notice the new company was set up 2 months before the old one went into administration. Knowingly taking peoples money and what they were going to do. They are legal criminals. I'm pretty sure tha same thing happend with EmpireDirect.
it's perfectly legal to do that, and it's usually legal for those companies to keep on trading with the same directors, even if the first company with the same directors stops trading, and as a limited liability company, the new company isn't responsible for the debts of the old
if there is something that the powers that be don't like, an individual can be banned from being a director for a period of time, such as 3 years, but that's only if there is suspicion that the individual didn't handle the company right. in saying that, i know someone who did all sorts of dubious things with a reasonable size company that went bankrupt and for some reason he wasn't banned from being a director, even though the police investigated for fraud
what isn't legal is knowingly trading a company that's insolvent
the problem is that plenty of people set up a second (or third, fourth, etc) limited company for a new business, whilst the existing business is doing perfectly well. it may be that they want to protect the old business in case the new business doesn't do well, they might just want to keep things separate for other reasons. not everyone sets up a second company because the think the old one might not last. to some degree it's a bit like you looking for another job when you think your current employer might close down, in that the directors need to find a new source of income if the old business isn't going well. they still have to pay mortgages etc too, and perhaps are less likely to go to the job centre or get a normal job if the business doesn't work out
it is a pretty common thing for people to start a new business just before the old one folds. the thing is, most directors don't want the old company to fold and do what they can to prevent it, but when things go bad they have to throw in the towel, and the law can impose that on companies to stop them incurring further debts whilst trading insolvently
it's also not uncommon for the new company with the same directors to buy the assets of the old one. essentially the administrators job is to sell the assets for as much as they can. this sometimes isn't easy finding someone to buy everything, so if the old directors give a decent offer to buy it up, they are likely to take it, and whatever they pay goes to the debtors. sometimes if that didn't happen, the administrator might get a lot less for the assets if no-one else is interested in them