"Playtype a foundry and online font shop was created by brand & design agency e-Types, as a showcase of more than 20 years of type design – from commissioned works to fonts created out of passion. Typography is and has always been the focal point of graphic design by e-Types. Through many years of working with typography it started to make sense transforming our foundry's typeface portfolio into a fontshop open to everyone."
I think it is a fantastic idea to have a store! Although I don't know how much traffic they would actually have... I want to go and visit this place!