Question about the SE store and buying the game now.

I bought all of the game about a few months back myself, but a friend of mine is looking at getting into the game right now after Stormbloods launch.

So what's confusing now about the SE store is that they now only offer the "Starter Edition", "Stormblood" versions and the "Complete Edition"

So my question from him is: If he buys the starter edition, how will he then be able to purchase Heavansward? Might he have to buy the complete edition to get it later? Unless that version discounts itself for having the Starter Edition that means he's buying ARR all over again.

Stormblood is the expansion if you own ARR (it comes with Heavensward)
Starter Edition is ARR only
Complete is all 3 : ARR, Heavensward, Stormblood.

Thank you for clearing that up. It's pretty well hidden in there.