It looks like a branding exercise. It's a diy WIX website and the bikes all appear to be off the shelf "catalog bikes" from Taiwan or China with their brand slapped on the side. A quick search of Alibaba and you'll find bikes that look exactly like this with the exact same drivetrains (low end OEM only Shimano, some Tektro and suspension is all low end OEM SR Suntour).
The name Minelli is likely to piggyback off the much better known and respected Cinelli.
Absolutely nothing wrong with this business model as long as the company provides good support for the products (that's where the value is added over ordering something from Aliexpress). The name use is questionable in my opinion and reeks of the technique used by white van speakers to gain trust or interest in the product.
In addition to catalog bikes there are bikes referred to as "open mold". This is a particular design that can be potentially modified and then the company will select their components to put on (drivetrain, suspension etc). There are a few MTB companies that go by this model (selecting frames from a supplier) then adding branding and the rest of the components. Most often they will deal directly with component distributers rather than buying a fully build bike directly from overseas. R&D is expensive so it allows a bike company to get a start in the market while adding value in other ways.
For the current prices listed I'd look at a similar Norco or Devinci (as a Canadian).