Briscoe Group's online sales are now greater than through its largest bricks-and-mortar store and they're growing at a rate well into double digits.
On Tuesday, the homewares and sporting goods retailer said its overall second-quarter sales rose more than 7.22 percent, taking the increase in first-half sales to 6.48 percent.
It also said its gross profit margins for the half year rose, helped by the high New Zealand dollar reducing the cost of most of the goods it sells.
Sales for the 13 weeks to late July of $116.7 million took first half sales to $231.5 million.
The company's Rebel Sports chain was the star for the quarter with its sales rising nearly 9.4 percent.
Briscoe's managing director Rod Duke said Briscoes can now sell to anybody, anytime in New Zealand.