The company said the more "focused and responsive site" was designed particularly with the growth in use of smartphones and other mobile technology in mind, notably tablet computers.
"Over 25% of our site visits are now from mobile devices, so we could not ignore this growing requirement," said Allan Brothers managing director Danny Hughes. "The main objective of the launch was to ensure customers can find what they are looking for quickly and easily, regardless of whether they are viewing on a PC or a mobile phone."
The website, he added, was easier to navigate than its predecessor, irrespective of the screen resolution of the device used to access it.
