The website, which currently has over 162,000 followers on Twitter, has created the additional channels ‘Fashion’, ‘Style’, and ‘Shop’ to sit alongside existing channels such as ‘News’, ‘StarStyle’ and ‘Catwalk’.
A spokeswoman for Elleuk.com said: "The three channels have been created in response to a 40% increase in organic traffic growth to the site as well as advertiser demand."
The new ‘Shop’ channel shows visitors what items are ‘in store this week’. Users can then click through on the item and be re-directed to the corresponding website to place an order.
The ‘Fashion’ channel includes features such as ‘Ask the experts’ – a new feature giving readers the opportunity to ask Elle’s editors for daily fashion advice. The dedicated ‘Style’ channel includes occasion-focused style advice on how to create an outfit for work, weddings, festivals and parties.
Anna Jones, digital and strategy director at Hachette Filipacchi, said: "ELLEuk has enjoyed phenomenal growth over the past year and I am delighted that we are able to respond by adding innovative content that will further add to the ELLEuk experience, expanding the breadth of our editorial coverage and boosting our advertising inventory.
"With further developments in the pipeline it continues to be a hugely exciting time for the UK’s number-one fashion and beauty brand."
Elle magazine recorded a latest ABC figure of 195,625 for the six months to June 2010.
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