Primary Review (April 2026)
Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.
Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.
What is Primary's Revenue?
Primary's estimated revenue is $9M.
What does Primary do?
Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.
How fast is Primary growing?
Primary has changed by -0.4% in the last 3 months according to SimilarWeb.
How do people find Primary?
People visit Primary through various channels. 99% find them through search engines.
How do people interact with Primary?
Last month, Primary received 291.8K visitors who spent an average of 7:10 minutes on the website and visited 6.7 different pages per session. Overall, 40% of people bounce on the first visit.
Who uses Primary?
Primary's top market is United States and they receive 97% of visitors from there. The 2nd is Canada with 1%. The 3rd is Venezuela with 0%.
Traffic Growth (last 3 months)
Traffic Sources
Top Countries
Long-time customer; always good experiences
I've ordered close to a dozen times from Primary. The shipping isn't as fast as I'd like, but otherwise the experience is always great. We love their colorful products, particularly given that so many other brands do more of the "sad beige" aesthetic that has been popular in recent years.
Reliable high quality over years of patronage
I've bought from this company maybe 15 times over the past 4 years. Mostly kids clothes, but also a tee for myself. I won't base my review on style because everyone's taste is different and you see what you're ordering. The quality is quite good. No random holes developing, no stitches have come undone. The fits have been consistently accurate. I prefer this brand over Hanna Andersson and Carter's. While I really like HA, the quality has been as satisfying for less money. The only time I sent something back it was a simple return. I love that the styles are so simple- the more on trend things are the worse they look when trend changes. I've been happy with this company and would recommend anyone inclined to give them a try. I'm a frugal mom and this is one of the few retail companies I shop because it's been a good value!
Great Place to Buy Your Baby & Kids Clothes
I am surprised this company doesn’t get 5 stars from reviewers. Yes, some of the clothing’s quality is about the same as other children’s clothing, but the cozy dresses and sweatshirt rompers we got are way better than offerings at other baby clothing retailers, and the colors and prints for all the clothing offerings are FAR better. What sets this company apart though is their customer service: incredibly prompt and helpful. Primary is our favorite for our kiddo’s wardrobe, and we would highly recommend.
Terrible shipping method.
The clothes were as promised and true to size. The problem I have is with their shipping method. I hate that the orders are sent in box way too big not protected inside by a bag of any kind but merely thrown in unprotected. They could easily get wet,etc. Very unprofessional. I will hesitate to order again especially since I paid for extra shipping time.
Loved the undershorts, dresses not so much
Loved the undershorts, fit was as described per sizing chart. Nice bright colors! Purchased 3 dresses at the same time. The dresses all shrunk about 30% at first wash following fabric care instructions and hanging to dry. Most of the shrinkage was in length. The dresses looked very poorly made after washing, the fabric was very wrinkled after drying. Even after 10 mins in a hot dryer the wrinkles persisted. Prob will purchase the shorts again as we prefer skirts/dresses. Will find another supplier for knit dresses
Customer service needs a lot of improvement
8/2024. I'm updating my review from 1 to 3 stars. After more attempts, (and almost a year later) trying to get info regarding GOTS and OEKO-TEX certifications they finally responded and sent their certificate numbers. The clothing has held up pretty well over the last 2 years (and better described at the end of the review) but unfortunately, they are now selling less and less organic cotton textiles. My initial review with edits: You may not be getting what you think you’re paying for. Primary.com advertises GOTS certified and OEKO-TEX certified organic cotton on many kids and adults products they sell. I purchased several hundred dollars of only their advertised GOTS or OEKO-TEX items through several back-to-back orders. When they arrived, none were labeled or tagged GOTS or OEKO-TEX. I called Primary and requested their GOTS and OEKO-TEX certificate numbers to check them through the respective websites. The representative I spoke to acted like he’d never heard of GOTS or OEKO-TEX so I had to explain that the items are required to be labeled or tagged either GOTS, or OEKO-TEX, with a certification number. I also asked that if Primary.com was not certified directly, would they please provide their manufacturer’s certificate number (if they use an outside manufacturer) - or if they manufacture themselves but only their fabric providers are certified, then would they please provide their fabric providers GOTS number. Note – GOTS requires that either the seller (such as primary) must be directly certified themselves, or if not then the manufacturer(s) they use, or the fabric provider(s) must be certified. If the certificate comes through a separate manufacturer or fabric provider then the seller (Primary) must also provide a certificate of sales from the manufacturer or fabric provider that proves Primary obtained the certified organic textiles from these sources. (GOTS, and to a lesser extent OEKO-TEX, have VERY specific requirements before anyone can claim a textile is certified organic through them.) The Primary.com representative I spoke with promised someone would get get back to me. They did not. Then they ignored my 2 follow up emails requesting this info. I tried looking up Primary on the GOTS database and nothing came up under their name. I finally reported them to GOTS. GOTS and OEKO-TEX are very clear that sellers cannot advertise they are selling organic textiles certified by them unless the product arrives with a label or a tag that includes the unique certification number, which can be checked/confirmed for legitimacy through the GOTS or OEKO websites. The seller is NOT allowed to ignore this labeling requirement, and is also required to provide their certification number upon request. They lose their certification status if these requirements are not followed. Primary does not comply with any of the GOTS or OEKO-TEX labeling requirements but continues to advertise that many of their items are certified organic through them. This is not only deceptive but it violates Consumer Protection Laws for false advertising. If Primary’s clothing were indeed certified organic then my review would have been 4-5 stars: The solid color long sleeved T-shirts are thick and very soft, I love them, but other designs lose their softness and the fabric begins to pill. The short sleeved T-shirts are thin and rough. Their prices would be considered excellent for truly certified organic fabric, which would earn an extra star. But are they really organic?
Quality is just okay
Quality is just okay, there’s no real difference than other basic brands to me
I love their jackets but the clothing…
I love their jackets but the clothing is a major problem. I washed a sweatshirt for the first time and the colors ran.
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