Hardware chain Robert Dyas is to revamp its website to reflect its rebranding last year and boost sales through the online channel.

The number of lines on sale will double by the end of next year, increasing from the present 1,500 to 2,000 with the initial revamp, then to 3,000 by late 2011.

Robert Dyas head of internet Mark Anderson said: “The objective is to make the website the highest trading store in the business. We want it to reflect the new Robert Dyas stores.”

He added that Robert Dyas hoped to increase online sales by 20% as a result of the makeover.

The refreshed website will launch on March 17. Anderson said the online business is “essential” as it allows Robert Dyas to “interact not only with our current customers but also those that haven’t heard of us”. The vast majority of Robert Dyas stores are based in the Southeast.

Anderson said that the site will “look and feel better”, and that the retailer will be able to deal with customer orders and fulfilment “much more efficiently”.

He added: “We are taking it away from its current look, which is quite clumsy.” Changes to the site include making it easier to navigate by splitting into drop-down menus and sub-departments. Improvements have also been made to fulfilment and changes made to the courier service.