Primary
Primary is a gender-neutral children's clothing brand offering simple, sustainable basics for babies and kids in vibrant colors without logos or slogans.
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Primary · Jun 01
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Primary · May 31
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Primary · May 25
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Primary · May 24
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Primary · May 18
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Primary · May 17
Primary customer service
Use any of the convenient means below to contact Primary customer service.
| Phone | (844) 435-5675 |
| Web | https://www.primary.com/pages/help |
| [email protected] |
Headquarters
304 Park Ave S Suite 207
New York, NY 10010
(844) 435-5675
[email protected]
Returns
What is the return window?
Returns are free within 90 days. A $5 fee applies per order if returns are made after 90 days.
Do I need a receipt to return an item?
If you received a gift and you'd like to return it, you can now process a gift exchange or return yourself using our self-service gift return portal. Our quick and easy two step return and reorder process takes the place of an exchange policy. Just follow the steps through our self-service return portal where you can opt to exchange your return for a new color/size or a new item.
Are there any items that are non-returnable?
Gift cards cannot be returned. Clearance and final sale items are not eligible for returns.
How will I receive my refund?
We offer free standard shipping on reorders and will honor any promotions that may have been on your order with credit for the full value of the item(s).
Can I return online purchases in-store?
Primary is an online-only retailer, so all returns must be processed through their online return system. Customers can initiate their own return and print a prepaid USPS return label. If a pop-up blocker is enabled, the label can be received via email instead.
Editor's Take
Primary isn't just another kids' clothing brand-it's basically what happens when two moms who used to run Diapers.com decide the children's fashion world needs a serious reality check. And honestly? They were right.
Here's the thing about Primary that gets me: they've stripped away all the noise. No cartoon characters screaming from t-shirts, no "Future CEO" onesies, no pink-for-girls-blue-for-boys nonsense. Just clothes. Really, really good clothes that happen to come in every color you can imagine.
The founders, Galyn Bernard and Christina Carbonell, launched this thing back in 2015 with what seems like a pretty simple idea-make quality basics that let kids be kids. But here's where it gets interesting: they've managed to build one of the highest customer satisfaction scores in the industry (we're talking 85+ NPS, which is insane for retail). That doesn't happen by accident.
What sets Primary apart is their "hand-me-downable quality"-and that's not marketing speak. These clothes are pre-washed, made from sustainable fabrics, and designed to survive the chaos that is childhood. The company manufactures in India, Vietnam, and China, but they're serious about ethical production. Every facility gets third-party inspections, and they personally visit to conduct pre-sourcing audits.
The gender-neutral approach isn't just trendy positioning either. They organize everything into "baby" and "kid" categories instead of the traditional boy/girl split because, as they put it, "clothes and colors don't have genders." It's refreshingly straightforward in a market that loves to overcomplicate things.
Since 2015, they've donated over $1 million worth of clothing to Baby2Baby, their longtime partner that gets essentials to families who need them most. So while you're buying that rainbow of basics, you're also contributing to something bigger.
The business model is smart too-selling exclusively online keeps costs down, which means better prices for parents. Free shipping on orders over $75, 90-day returns, and customer service that actually responds promptly. They've figured out that busy parents don't want to deal with complicated shopping experiences.
Primary has grown from a startup to a company that's been named one of Built In's Best Places to Work for two consecutive years. Most of their team works remotely, with the merchandising crew hybrid in their NYC office. They're profitable (rare for a startup these days) and laser-focused on sustainable growth.
The clothes themselves? Think elevated basics in colors that pop. Everything from tiny baby onesies to size 14 kids' clothes, all designed to mix and match effortlessly. No logos, no slogans, just quality pieces that let kids express themselves through color and style rather than brand messaging.
Honestly? In a world where kids' clothes are either covered in characters or cost a fortune, Primary feels like the grown-up in the room. They've taken something as simple as children's basics and turned it into a mission about letting kids be their truest selves. And judging by their repeat customer rates, parents are here for it.