What online stores do you know with a large number of product options?

Question

User interface

What online stores have you met with a cool, in your opinion, implementation of the choice of product option?
For example, one model and hundreds of colors.
Going through the options, you are either faced with a choice of up to ten options, or with registration over the phone.
I would like to find something really interesting. If you know the implementation details - share.
Thank you!
UPD
For example, what can be done if there are as many options as here ?

Answer 1

Yulmart is not cool, but convenient:
www.ulmart.ru/goods/3553825

Answer 2

We did something similar, no super technology, just a little more programming.
You can see here: divanok.ru/tovar/kreslo_monika.html
There is no difference here 5 options or 500.