From a cat owner's perspective: I first visited after the last killer-pet-food scare. Noble Beast is a great alternative to the Petco/PetSmart axis of giantism. As I live solo, I tend to indulge my little co-pilot. Noble Beast is the go-to place for kitty swank.
NB carries all kinds of natural and organic cat food. They have great toys from Smart Cat and other vendors, and all kinds of fabulous stuff for clean-up (green tea cat wipes, anyone?) and transport. If you haven't seen the sleepypod cat bed/carrier, check it out. It's a splendid design. Of course, to get my cat to sleep in a $200 bed, I would have to also buy a $400 bed for her to ignore.
The people at Noble Beast are super-knowledgeable, empathetic, and helpful. It can be a bit disorienting to see all these non-mainstream products, so ask questions. You'll get a thoughtful answer every time.