I've never heard of the company. Looking at the copy on Amazon I understand why. They're pumping out the same cheap junk that flooded the fixed market and takes advantage of people who don't know any better. It's better than no bike, but not by much. Here's a few things to consider:
Hi-ten steel isn't something to brag about. They may as well say their bikes are made from "genuine metal". Similarly machine tigged forks isn't something to celebrate. This is the equivalent to saying their bikes "aren't made in my neighbor's basement!"
I recognized three of the component manufacturers they mentioned. Two of the three raise red flags. The Oury grips have a pretty good reputation. Everything else is either known for falling apart or a badge slapped on a no-name component to make it look fancy.
50mm rims look cool. It's a lot of surface area for color. They're also heavy. If the fashion is worth it, go for it a ride happy. But a wheel with shallower rims will weigh significantly less and will have less inertia to overcome when accelerating or climbing.
I would suggest your friend hit
Bikes Direct. If the price range were closer to $600-$700 I'd say hit your local bike shop (LBS). I'm a big fan of supporting your local shop. Hell supporting my local shop got me a job there. Unfortunately you probably won't find much that's good at an LBS in the current price range.
When doing this kind of shopping there's another element worth keeping in mind. It's far easier to upgrade components than frames. Get the frame that fits and get the best one you can. If possible get a frame that comes with good wheels. Brakes, stems, saddles, bars, et cetera, are cheaper and take less work to swap out than a fork or a frame.
