Not in danger of
becoming endangered

20ltd launched this week selling no more than 20 items at a time, each of which highly exclusive and only available in small numbers, according to Springwise.

Goods currently available are 10 white buffalo-horn sunglasses priced at around $5,900 and five hammocks covered in cashmere and black fox fur that will set someone back about $18,000.

The British retailer is backed by private investment and will operate solely online. Calling itself an "etailer of authentic, ingenious, beautiful and unexpected things," 20ltd hopes to reach a global audience.

"20ltd combines planned scarcity with niche curation: the polar opposite of Amazon.com, which offers everything for everybody, 20ltd narrows it down to a limited selection of limited edition goods for a limited group of very affluent consumers," writes Springwise.