Lincolnshire builders merchant Redline Building Supplies & Services has launched a new consumer website as part of ambitious plans to increase online sales of a range of DIY products.
The website, www.lovediy.co.uk, has been designed to provide an engaging and inspiring user experience for the domestic market, and has the growing audience of female DIYers firmly in mind. Redline says it believes that the number of online purchases by female homeowners is set to increase at a time when female DIY skills are increasing and male DIY skills dwindling.

To complement the website, Redline has set up social media channels including Facebook to provide additional content around DIY and to encourage lovediy.co.uk customers to share experiences of their DIY projects online.

In the first phase of its development, the website will sell paint, decorating tools, tiling and fixings, hand tools, power tools, garden tools, plumbing tools and electrical and safety equipment.

It will stock items from brands including DeWalt, Fiskars, Hozelock, Faithfull, Stanley, Gerber, Roughneck, Fat Hog and Yale.

The business model for lovediy.co.uk is based on Redline's original website, www.redlinebss.co.uk, which was delivering a quarter of Redline sales within 18 months of its launch. Redlinebss.co.uk will continue to serve the building trade market.

The first customers on lovediy.co.uk can get free pressure washers, electric drills, screwdriver sets or stepladders as part of the site's launch. The website is giving away the DIY tools to the first customers who spend more than £500, £200, £100 and £50 respectively on products from paint to gardening equipment.

Lovediy.co.uk is part of the Gelder Group, a Lincolnshire-based construction company employing more than 300 people across the UK.