Primary

Primary is a United States-based modern apparel retailer that sells children's Clothing. Primary re-wrote the rules for kids clothing by offering every style in every color for every kid, regardless of their gender. They intend to simplify children's apparel by not adding any logos or slogans to their garments, offering affordable, high-quality basics.

Category
Apparel
Specialty
Socials
90
/
100
DTCetc Score
Brand Tags
Clean
Zero-waste
Asian Owned
Diverse Brand
Emerging Brand
Immigrant Founders
Influencer Approved
Creulty Free
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DTCetc’s Take

About Primary

Primary is a clothing brand that was founded by two parents who were frustrated with the limited options for their children's clothing. Primary offers a range of high-quality, sustainable and super soft clothing for kids. What sets Primary apart is their inclusive approach to design, with every color available for every kid and no labels or slogans on their clothes. This means that kids can express their own unique personalities without being limited by gender stereotypes. Primary also prides itself on providing exceptional customer service, making it a go-to brand for parents who want the best for their children.

Who Shops At Name

Primary customers are parents who are frustrated with the limited options available for their children's clothing and appreciate the brand's inclusive approach to design. They value high-quality, sustainable, and soft clothing for their kids that is not limited by gender stereotypes. Primary's clientele likely consists of parents who want the best for their children and appreciate the brand's exceptional customer service.

What customers love about Primary

Here's what shoppers have to say:
  • Primary offers reliable high-quality clothing that lasts over years of use
  • The brand's styles are simple and timeless, making them a good value for frugal shoppers
  • Primary's customer service is incredibly prompt and helpful
  • The colors and prints for all of the clothing offerings are far better than other baby clothing retailers
  • Primary is a great place to buy cozy dresses and sweatshirt rompers for kids
  • The fits have been consistently accurate
  • Primary is a favorite brand for many parents when it comes to their kid's wardrobe
Cons
  • The quality of the clothing is not up to par.
  • The clothing may not hold up well after washing.

Primary's Shipping Policy

Primary offers free standard shipping for orders over $75 in the U.S. For orders under $75, standard shipping costs $8.50. Standard delivery usually takes 4-7 business days, and express options are available for faster delivery. Unfortunately, overnight shipping is not available, and standard shipping to Alaska and Hawaii may take 12-16 business days. Primary currently only ships to addresses within the U.S., and for APO/FPO/DPO addresses, standard shipping can take up to 35 days with no express options available.

Primary's Return Policy

Primary offers a free return policy for 90 days from the date of purchase. The items must be unworn and unwashed to be eligible for return. Clearance or final sale items cannot be returned. To initiate a return, customers can visit the self-service return portal, email help@primary.com or call 1-844-435-5675. Customers should have their order ID and zip code ready for a faster process. The company provides a free prepaid return shipping label, and customers should repackage the items in the original shipping bag or their own packaging. Once the return is received, Primary will credit the original form of payment and send an email notification. It takes the company some time to process the return, but no specific time frame is provided.
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
Pricing Rating
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85
This brand offers products that are on the pricey side.
Sustainability Score
85
/
100
This brand offers products that are on the pricey side.
Quality Score
90
/
100
This brand offers products that are on the pricey side.
DTCetc Score
84
/
100
This brand offers products that are on the pricey side.
Target Audience

Parents seeking inclusive clothing

Stereotype

Parent

Pricing Rating
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Sustainability Score
85
/
100
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Quality Score
90
/
100
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DTCetc Score
84
/
100
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Primary on Socials

View this profile on Instagram

Primary (@Primary) • Instagram photos and videos

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