Primary – D2C Ranking & Growth Metrics
Slogan-free, colour-coordinated basics for babies and kids
Last updated · August 2026 edition · method v1.3
Primary ranks #178 of 366 D2C brands in the August 2026 edition and #50 of 82 in Apparel, down 4 places on last month. We estimate Primary's revenue is shrinking year on year (high confidence). Branded search is declining over the past year, with a seasonal peak in October and September. Among apparel brands selling kids clothing, its closest competitor is Montane (#147).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Primary is today: #178 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Primary's revenue growing?
We estimate Primary's revenue is shrinking year on year (high confidence). Branded search is declining and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Primary growing?
Primary's Momentum score is 38.2, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Primary
Primary makes simple, slogan-free clothing for babies, toddlers and kids, with some adult and holiday pyjama styles for matching as a family. The range spans everyday basics, puffers, swimwear and seasonal collections such as Halloween and Sesame Street collaborations, organised by colour rather than by gender. The brand positions itself around simplicity, inclusivity and quality, offering gender-neutral styles in a consistent colour palette intended to mix and match across a child's wardrobe.
Primary sells directly to consumers online through its own website, with products organised by age group (baby, toddler and kids) and by colour. The company emphasises fabric and dye testing for durability and colour retention, and highlights sustainability measures including GOTS-certified organic cotton, recycled materials for non-cotton items, and reduced-plastic packaging. It is based in New York and was founded by Galyn Bernard and Christina Carbonell.
Primary branded search volume
How often people search for Primary by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining. Demand is seasonal, peaking in October and September and lowest in February.
Primary's audience, products and channels
Social audience
- Instagram primarydotcom 173,025
- TikTok primarydotcom 4,623
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store1,000+
- New in the last 90 days280
- Typical priceUS$20
- Price rangeUS$0 – US$83
From Primary's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Canada and Australia.
Ecommerce stack
- Email & SMSKlaviyo, Attentive
- Cross-borderGlobal-e
Tools detected on primary.com; detection covers common apps and may miss some.
Primary competitors
The apparel brands closest to Primary: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Lightweight, breathable outdoor clothing and equipment for hiking, running and mountaineering
Norwegian merino wool clothing for outdoor and everyday activities.
Soft, everyday casual clothing for men and women
Merino wool clothing and layers for outdoor activities
Performance clothing designed for the workplace.
Primary vs Montane
Montane leads on both size and growth: Scale 48.1 against 45.4, and Momentum 42 against 38. See Montane's page.
| August 2026 | Primary | Montane |
|---|---|---|
| Overall rank | #178 | #147 |
| Apparel rank | #50 | #45 |
| Scale (size) | 45.4 | 48.1 |
| Momentum (growth) | 38.2 | 41.6 |
| Branded search | 34 | 51 |
| Site traffic | 47 | 41 |
| Social audience | 56 | 53 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Primary: common questions
What does Primary sell?
Slogan-free, colour-coordinated basics for babies and kids. Known for: Baby basics, Kids everyday clothing, Puffers, Holiday pyjamas and Halloween styles.
Where is Primary from?
Primary is based in New York, NY, United States.
Where can you buy Primary?
Primary sells through its own online store and selected retailers. Its online store is at primary.com.
Who founded Primary?
Primary was founded by Galyn Bernard and Christina Carbonell.
Is Primary's revenue growing?
We estimate Primary's revenue is shrinking year on year (high confidence). Branded search is declining and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Primary's competitors?
Primary's closest competitors in the Apparel category are Montane, Devold, Marine Layer and Ridge Merino.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.