For many people there's only one maker of ebook readers in town. But that's not the case, and Kobo has been in the market for a while. The latest addition is the entry-level Nia, a 6-inch device that costs £89.99 (inc. VAT)/$99.96. Top of Kobo's fairly extensive range is the Forma, which costs £239.99/$249.99.
Kobo Nia review at ZDNet