Bates UK has picked up B&Q online division B&Q Direct - thought to be worth up to £10m.

The agency, which is the incumbent on the main B&Q business, beat BMP DDB and WCRS to the task and will now relaunch the retailer's online offering, DIY.com. Part of the brief may be to invent a new name for the site.

After the relaunch, consumers will be able to buy goods online that they are unable to get using the present site. The move is part of an overall shift in strategy at parent Kingfisher, which aims to develop e-commerce sales in its core markets.

The review was handled by former B&Q marketing director Stephen Robertson, who in June was appointed managing director of DIY e-commerce at Kingfisher.

No one at B&Q or Bates UK was available for comment.