Sold as a set, and as the cup on its own
Teaware is bought in more than one shape. Somebody wants the whole Indulgent Tea Garden collection, somebody else wants the three piece set, and somebody else has broken one cup and wants that cup. The catalogue had to hold all three without making the shopper work out which page they are on.
Collections given names and photographed as a table setting, so a collection is something you can picture
A set page that lists every piece in the set, each priced and each able to be bought on its own
A product page for the single piece, with the rest of its collection underneath it
Free delivery, free returns and secure payment stated on a bar at the bottom of every page
The opening date for the retail shop and tearooms carried on the site while it was still being fitted out
The same teapot is reachable from a collection, from a set, and on its own
A broken cup can be replaced without buying another set
The shop had somewhere to send customers before the doors opened