Out of South Africa, this new store is dedicated to romantic fiction. In addition to selling books they have a section allowing readers to publish their own work online.
The store divides ebooks by cost and sub-genre and includes a number of free books. Books are mainly sourced from Harlequin Mills & Boon and they are adding about 100 new books a month and books are in Epub format.
Thanks to Book Bee for the heads up.