The apparel brands Raymond, Mafatlal, Allen Solly, Louis Philippe and Riot those were confined to the brick and mortar world, are riding the digital bandwagon to cash in on the apparel e-buying frenzy.

Mafatlal, the brand owned by vertically integrated textile company Mafatlal Industries Ltd, is just getting started with its e-store and by mid-2015, it would be up and running selling bed-n-bath range (towels, bedsheets, pillows and comforters) to corporate-school uniforms.

While other products would be e-tailed in a phased manner in 2016, company’s MD, Mr. Rajiv Dayal promises exclusivity for 30 per cent products e-tailed, while hoping to bag 8 to 10 per cent of its category sales through the e-store five years from now.

Premium suiting brand Raymond which was already selling online on Flipkart, Myntra and Jabong since a year now, got aboard the online marketplace with its own platform Raymondnext.com in October.

“We somehow knew we had to make ourselves present online,” Mr. Vijay Basrur, e-commerce head at Raymond said. Apart from the flagship brand Raymond, RaymondNext.com enables buyers to e-shop Park Avenue, ColorPlus and Parx, besides its bed-n-bath range and accessories.

Suditi Industries Ltd that markets Riot brand of apparel, has launched riotjeans.com recently. It retails on Flipkart, Jabong, Myntra and Snapdeal but did not want to miss on an even bigger pie – online contributes 40 per cent to the sales of the Rs. 25 cr brand.

Big names including textile giants Arvind Ltd, Welspun India Ltd., and Aditya Birla Nuvo Ltd have all begun their online journey through Creyate.com, spaces-home.com and trendin.com, respectively.