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Primary
Sustainable kids clothes
- 21-100 employees
- B2C
- Retail
- Sustainability
- Fashion
- Kids
- eCommerce
- Koreatown, New York, NY
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Company mission
To keep kids comfortable from the inside out so they can shine bright and live courageously.
Our take
Purchasing clothes for children can be a stressful process for parents. Pressures to favour logos and expensive brands are high, and this is often prioritized by stores over functionality and affordability.
Primary produces clothes for children that are logo-free and minimalistic. The startup aims to make shopping for clothes simple and stress-free for parents, focusing on producing high quality garments that are functional and affordable. The startup is led by two mothers and demonstrates a unique understanding of the struggles that parents experience when buying clothes for their children.
A unique focus of producing clothes that are timeless and tailored and thus reorderable throughout a child's growth set Primary aside in the market. Primary recently raised $425M across two new funds, which will be invested in the same way s before, only at a larger scale. Seeing as what the company has been doing has been successful, it will not change course, instead doubling down on this strategy.
Kirsty
Company Specialist at Welcome to the Jungle
Benefits
- Multiple medical, dental, and vision plans, company-paid disability/life insurance, 401(k), flexible spending & commuter plans
- Remote-first for most teams (hybrid for the rest) + $500/year for your at-home set up
- 4-day work week - for most roles, Fridays at Primary are flexible days that the team can use to recharge
- Three weeks of PTO (four weeks after two years at the company) + unlimited sick time; 11 company-paid holidays + 3 floating holidays
- 12 weeks of parental leave + 2 week ramp-up period afterward for all new parents
- Primary School: a program that gives every employee $100 a month to spend on classes or a gym membership to help them grow (even if unrelated to their work)
Company values
- Bring the Magic - You are passionate about our customers and our culture. You recognize that there is something magical we can all bring to our work – an idea, a creative solution to a problem, a unique perspective
- Think It Through - You are focused on driving key metrics and use data to drive your decision-making. You’re effective at analyzing situations, taking into account any cross-functional implications of a given direction. You can break down large goals into a prioritized set of steps and milestones
- Keep It Simple - You focus on what matters most when confronting any challenge, communicate deliberately and clearly, and always aim for the simplest solutions to achieve a given goal
- Find a Way - You have a bias for action, keeping things moving forward while learning and adapting based on new information. You anticipate issues, and when you encounter obstacles, you find solutions
- Own It - You act like an owner of everything you take on and drive for results
- Be Authentic - You are open, transparent, and genuine with others and build trust across the people and teams you work with
- Be Kind - You treat others with respect, valuing and demonstrating empathy and humility
Funding (last 2 of 4 rounds)
Apr 2022
$4.5m
SERIES C
Sep 2019
$20m
SERIES C
Total funding: $52.3m
Leadership
Christina Carbonell
(Co-CEO)Studied Economics and Marketing at the University of Pennsylvania before attending Harvard Business School. Joined Kraft Foods as a Brand Manager in 1995. Moved to Amazon company Quidsi as SVP, Retail in 2007. Worked on diapers.com, soap.com and many more. Co-founded Primary in 2014.
Galyn Bernard
(Co-CEO)Studied Politics and East Asian Studies at Princeton, and then received an MBA from Harvard Business School. Joined Morgan Stanley as an Analyst in 1998 before moving to The Walt Disney Company as a Senior Analyst specialising in Strategic Planning. Was a Senior Associate Brand Manager at Kraft Foods from 2006 to 2008, and then Director of Strategic Planning at Cole Haan. Was VP of Retail at Quidsi before co-founding Primary in 2014.