They have an approach on how / where to focus on when they...

They have an approach on how / where to focus on when they launch in a country, it worked in AUS, has worked to a lesser extent in NZ, and they're trying it in the US.

They've only just branched into the "tradies buying their building supplies" vertical recently, and tbh it's a soft launch. However considering "company reports" are targeted at investors does it matter who is in them? I will predict that it's more likely to be millennials, than "affluent men over 60" - unless you look at the directors.