The United States Internet children's clothing start-up brand Primary, received a round of financing of 8 million US dollars, the current round of voting for the US private equity fund US Venture Partners (the company also invested in Trunk Club and Hotel Tonight), other investors include: Grace Beauty Capital, Homebrew, Harrison Metal Capital et al.
Primary was founded in 2015 by two veterans of the American baby products website Diapers.com, Christina Carbonell and Galyn Bernard (pictured below). The two worked together at Quidssi, the parent company of Diapers.com (now part of the e-commerce giant Amazon). Four years. CEO Bernard said that their idea is to allow consumers to easily buy children's clothing as if they were diaper.
Focus on quality, get rid of difficult choices
Primary Online sales of basic children's clothing in color and cotton (including leggings, T-shirts and sweatshirts) without any signs, slogans and other decorations on the clothing, emphasizing the texture of the fabric and color. The two founders believe that Primary is like a child's colorful wardrobe. The brand pays attention to the repurchase rate of consumers. Parents can choose the same size large-size clothing for their children and prepare for the long-term. The price of clothing is between $6 and $24.
Bernard said that their ideas are very different from other children's wear brands, most brands pay more attention to styles and trends. But today's parents are busy, and their children's style is simple, but it makes them feel easier to pick.
Since the company's inception, quarterly sales have doubled year-on-year. According to Carbonell, the US children's wear market has a value of $30 billion, but it has been innovated for decades and is highly fragmented. At the time of the company's establishment, consumer feedback proved that their ideas were practical. Now the company is moving towards scale.
Post-financing plan
The current round of funds will be used to recruit, the current team in addition to the founder: designer Patrick Robinson, he joined the company at the end of 2015, currently has his own product line Paskho, and has business with the Gap, Giorgio Armani and Anne Klein Cooperation.
In addition, Primary focuses on marketing and productivity. At present, the brand's advertising platform is mainly social networking sites such as Instagram and Facebook. The founders believe that the company will be able to make a profit in the near future. Bernard believes that the advantage of only doing online sales is that it can save costs and focus on the product itself, and the price of the goods is more advantageous, so that the business profits are higher. She is confident to make the brand a billion dollars.
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