The problem with expanding in the manner you have described is...

The problem with expanding in the manner you have described is that it is more expensive and it takes longer to acquire customers. I.e at present, HomeApplicances.com.au has no customers. For the amount of money it would take it get it up and running and souce the products etc, it would take a longer amount of time for that investment to pay off vs if they spent an equal amount of money expanding an existing 'store front' - such as warcom.

With eStore they've acquired a business that already has the customers and eStore is complementary with warcom so there is the possibility of cross selling between the two stores.

Simply put, what they've been focussed on is the quickest path to profitability, so that they can then start doing the things you've outlined, like getting HomeAppliances.com.au up and running.

I'd love for them to focus on ToyStore.com.au as that is complementary to Wowbaby, but i'm happy with their current efforts as they are increasing the fundamentals of this business. Once the existing businesses are profitable, management can expand by focusing on new store fronts like HomeAppliances and ToyStore.