good question - and yes, they try hard to muddy the waters - don't they?
However - if you look e.g. at the chairmans presentation from the recent AGM (
https://www.nzx.com/files/attachments/249988.pdf) you find that he lists the $ incomes for the various segments (i.e. Hallensteins, Glassons AUS and NZ and Storm) and adding these $ values up we get already 100% of last years revenue ($224m). After these 4 segments he talks about the % increase of e-commerce (without adding a $ number). I think it is fair to assume that this is not an additional segment, but just describing sales moving from brick and mortar stores into the internet. I am afraid - no additional sales, just a different sales channel.