It sounds like you're looking for sites that sell their own unique products or that put together a product ... as opposed to sites that are selling somewhat standard commercially available products.

In my case when I'm in the market for some piece of gear I read and read ... and read. Once I figure out what I want to buy then I start searching for sites that sell that product, weighing prices with my perception of the reliability of the sites.

I've ended up purchasing gear from all over the place on the web, and can't think of any one side that stands out from the others. There's campmor.com, rei.com, equipped.org (of course), bestglide.com, knifecenter.com, campingsurvival.com, ragweedforge.com, brightguy.com, maptools.com, forestry-suppliers.com, outdoorsafe.com (Peter Kummerfeldt's site - I like his small 72 hour kit so it can always be carried and dress to survive philosophies).

I'm sure there are lots of others, but these come to mind first.

Ken K.