Did anyone see the diversification strategy mentioned in the AFR...

Did anyone see the diversification strategy mentioned in the AFR yesterday?:

Mosaic is expanding its range, adding beauty products and accessories to stores under a concession agreement, and creating an online department store which sells appliances and homewares as well as products from each of its nine brands. Noni B customers, for example are being offered silk sheets and airfryers alongside dresses and jackets."Shopping habits are changing and we need to recognise and understand what each customer wants from us and diversify accordingly," Mr Evans said.

I'm trying to understand the rationale here, online department stores are a notoriously competitive space.