Robert Dyas is launching its new revamped website today to reflect its recent re-branding and boost online sales.
The hardware chain hopes to increase online sales by 20% as a result of the makeover and will double the number of lines on sale by the end of next year. The current number of 1,500 lines will increase to 2,000 initially, then to 3,000 by late 2011.

Head of internet Mark Anderson told DIY Week that the new site boasts improved navigation and significant changes to the range in an attempt to make the website reflective of a Robert Dyas high street store.

Improvements have also been made to fulfilment and the courier service, after a review of the entire site and its operations was conducted by the company.

Mr Anderson said: "All the core product ranges are there. It's about making the Robert Dyas online store the number one store in the chain, and also to acquire customers outside our current catchment area. We're based very much in the South East, but with the new website we can target customers from all over the UK. At the moment we get a few orders from other areas but now we have the opportunity to attract a lot more."