I know he used Moneyclaim in UK which is online claim service.  He named Alex personally as director and person that made these promises of price matching, delivery, refunds.  He has won his claim, so he says, and filed to enforce the judgement.  Alex has filed some defense and they are to meet in court again this month.

This is all I know of this case.   I will talk to this guy to get more details if people want to know.
 

I do know that anyone can file through Moneyclaim same sort of case, no matter if in UK or some other country.