The retailer has overhauled its website offering transactional capabilities for the first time in a bid to improve shoppers’ experience of the brand.
Allied has brought in more premium products alongside its core range and revamped its stores and marketing communications to move towards a more upmarket positioning.
The brand repositioning and e-commerce site have been developed by branding agency Uber, which was appointed by the retail chain in 2010 to rebuild its brand following several loss-making years.
Allied fell into administration in July 2009 and was bought by Valco the investment arm of restructuring firm Hilco.
The retailer is also offering to pay the VAT on selected flooring and beds since the rise in VAT came into effect on 4 January.