Primary, founded in 2015 by Christina Carbonell and Galyn Bernard, is an online retailer focused on inclusive, label-free cotton clothing for children. The brand was created in response to gender-prescriptive options in kids' apparel and emphasizes simple, logo-free basics. Primary plans to expand into footwear and adult clothing lines and to test physical retail locations. The company reported $30 million in revenue last year. With the new funding round, Primary aims to support product-line expansion and retail experimentation. Leadership additions include former BuzzFeed and Etsy executive Cap Watkins and Harvard Business School professor and former Uber SVP Frances Frei joining the board. Primary, co-founded by Christina Carbonell and Galyn Bernard, operates an ecommerce platform for children's essential apparel from New York, NY. The company sells basics such as leggings, T-shirts and sweatshirts. Products are cotton-made, colorful, free from adornments and priced under $25. Primary focuses on simple, staple pieces for kids rather than decorative clothing. The company raised institutional funding to support growth and plans to use capital to continue expanding operations. Primary is an online retailer focused on selling evergreen kids’ clothing basics—solid-color polos, hoodies, dresses and other staples—at accessible price points. The site launched with 31 styles covering babies through size 10 and positions itself as a complement to more fashion-forward brands. Prices are all under $25, with items made in India using higher-quality fabrics such as Pima cotton. The founders are former Quidsi executives Galyn Bernard and Christina Carbonell; the company operates a nine-person team and emphasizes a streamlined user experience with features like smart order history and one-click size changes. Primary promises three-day shipping within the continental U.S., free shipping over $50 (with an initial promotion waiving the fee for the first year), and plans to keep the assortment focused on classics while possibly adding simple patterns in time. The company cites the $30 billion kids’ clothing market and average parental spend of $1,000 per child per year as market rationale for its DTC essentials approach.

Total raised

$31M

Funding rounds

4

Latest round

Series C

Latest activity

Oct 2019