Owned by Hearst Magazines UK, which also owns Digital Spy, Handbag.com has based its new look on extensive research into the influences and purchasing habits of 25-34-year-old women, its target audience.
The site used insights from a study of more than 1,000 target readers to power the redesign, and then fully tested the concepts in a live environment to gather user feedback.
Under the direction of editor Mango Saul, who was appointed in February, Handbag.com has now officially launched the new look, which was built in-house and features 'responsive' technology that optimises the content to different screens, such as smartphones and tablets.
The user-friendly site features a number of different channels, including Food & Drink, Life (Books, Travel, Gadgets, Sex and Horoscopes), Fashion, Beauty & Hair and Celebs & Entertainment. Users can now bookmark and save their favourite stories to enjoy later.
As the website name suggests, handbags remain a "key brand pillar" for the site, and the Handbagista channel is solely dedicated to the hottest seasonal trends.
Users are also able to access an exclusive e-shop to securely purchase their favourite handbags.
Alongside the editorial redesign, a new feature has been introduced called Daily Treat, involving a daily offer for every user, including today's 25% off design-your-own-fragrance from iwantoneofthose.com.
The relaunch of Handbag.com is part of Hearst Magazines UK's continued expansion into digital, which this year saw the re-design of elleuk.com and the successful launch of goodhousekeepingtravel.co.uk.
"It is an exciting time for handbag.com and by launching the brand across multiple platforms we are responding to the changing ways our users are consuming their favourite content across a wide range of devices," Hearst digital strategy director Rebecca Miskin said.
"We believe handbag.com will continue to be a hugely successful brand, as well as offering our commercial partners exciting and innovative digital solutions."
Mango Saul added: "I'm delighted to unveil the new-look handbag.com and through unique and inspirational editorial content mixed with new interactive channels and daily treats, we will be spoiling our users every day.
"We have totally reinvented Handbag.com and designed the site with our users' needs and demands in mind. From the high street to high end, the new handbag.com speaks to fashion conscious women who want to live their lives to the full."