IT detectives . . .

It's a generic Wordpress site using Woocommerce and a custom theme. Most likely created by an independent developer or small agency.

Looking at the source it appears the plugin that they are using which you're interested in is FancyProductDesigner, although it doesn't look very well optimised given the ridiculous amount of data they are outputting in to the JS logic. That single product page is almost 200kb of text because of it. If you're going to implement that plugin, I'd suggest using it with AJAX instead.
 
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