Primary Is Now Available at buybuy BABY!

Big news: Primary is now available at over 100 buybuy BABY stores nationwide! We’re so excited to see our clothing in stores for the first time, and for more families to discover our rainbow of super soft, gender neutral essentials. We’re also thrilled that our already-loyal customers can now shop a select assortment of baby essentials in stores too. See the full press release below, along with the full list of buybuy BABY stores that carry us!

PRIMARY ANNOUNCES EXCLUSIVE RETAIL PARTNERSHIP WITH BUYBUY BABY 

Beloved Direct to Consumer Gender-Neutral Children’s Clothing Brand is Now Available in more than 100 buybuy BABY® Stores and Online at https://www.buybuybaby.com 

March 24, 2022 [New York] - Primary today announced their exclusive partnership with leading specialty baby products retailer buybuy BABY.  Primary will introduce their colorful, gender-neutral clothing assortment for newborns and toddlers, as part of buybuy BABY’s ‘welcome to parenthood’ Buzzworthy Brands initiative. Primary’s parent-loved, affordable clothing essentials from onesies to everyday basics for all kids in sizes Newborn to 24 months is available now in more than 100 buybuy BABY stores nationwide and online at buybuybaby.com.

Primary’s products offer everything new parents need most, all sustainably made in the softest fabrics and signature rainbow of color. This includes essential bodysuits and footies made of organic cotton, mix and match tees and shorts, play rompers for easy one-and-done dressing, and best-selling swim separates offering UPF 50+ sun protection. The Primary collection is part of buybuy BABY’s Buzzworthy Brands, which features a curated assortment of digitally native brands offering a broad selection of high-quality, trusted and differentiated products to meet ever-evolving parent needs. 

“Primary is the perfect complement to our family of Buzzworthy Brands,” said Patty Wu, Senior Vice President and General Manager at buybuy BABY. “As the leading Baby Specialist we want to support products by parents for parents.  We love supporting two moms committed to creating a brand focused on both inclusion and sustainability.  Primary shares our value of inclusion through gender-neutral product offerings we know our customers will love.”

“We are thrilled to be partnering with buybuy BABY and align our brand with the leading children’s retailer that will help us reach even more parents across the country,” said Christina Carbonell, co-founder & co-CEO. “Bringing our bright, bold, and inclusive collection of clothing to buybuy BABY stores gives us an incredible opportunity for parents to discover and feel the quality of our products like never before.”

In buybuy BABY stores, Primary will be merchandised in a dedicated space between Girls and Boys clothing, to support the brand’s gender-neutral positioning. Online, the brand is searchable under the Clothing & Accessories/Gender-Neutral tab or by typing ‘Primary’ into the search bar. 

Primary is available in more than 100 buybuy BABY retail locations nationwide and online at buybuybaby.com now. 

buybuy BABY's 'welcome to parenthood™' supports the retailer's mission to help parents cut through the clutter of information that abounds while raising children, allowing them to focus on solutions that meet their needs and develop unique parenting styles. The expanded platform is a key component of parent company Bed Bath & Beyond's strategy to transform the business by fostering long-lasting relationships with customers throughout their life.

About Primary

Primary is a non-gender-prescriptive, sustainable and inclusive kid’s clothing brand rewriting the rules for kids clothing. Primary offers timeless essentials using high quality, sustainable fabrics in a rainbow of colors for every baby and kid. Primary was founded in 2015 by two moms, and former co-workers, Galyn Bernard & Christina Carbonell, to be the clothing brand they wanted for their own kids and for families everywhere. Learn more about Primary at www.primary.com.

About buybuy BABY

buybuy BABY is the leading specialty baby products retailer in North America, with a 25-year history of providing families with trusted information and products they need to confidently navigate the journey of parenthood—across every milestone, big and small. The company sells a wide assortment of baby and toddler essentials, as well as nursery furniture. Buy Buy Baby, Inc. is a subsidiary of Bed Bath & Beyond Inc. (NASDAQ: BBBY). For more information, visit https://www.buybuybaby.com or https://www.bedbathandbeyond.ca. 

MEDIA CONTACTS:

M Booth – buybuybaby@mbooth.com

Jennifer Bett Communications - primary@jenniferbett.com 

Find Primary at the following buybuy BABY locations: 

Alabama 

4351 Creekside Ave. 
Hoover, AL 35244

Arizona 

2640 W. Chandler Blvd.
Chandler, AZ 85224

7375 W Bell Rd. 
Peoria, AZ 85382

10080 N. 90th Street
Scottsdale, AZ 85258

7475 North La Cholla Blvd.
Tucson, AZ 85741

California

149 Serramonte Center
Daly City, CA 94015

7621 Laguna Blvd.
Elk Grove, CA 95758

1014 N El Camino Real
Encinitas, CA 92024

7458 N Blackstone Ave.
Fresno, CA 93720-4301

25322 El Paseo
Mission Viejo, CA 92691-6906

3250 Buskirk Ave.
Suite 300A
Pleasant Hill, CA 94523-7309

11530 4th Street
Suite 125
Rancho Cucamonga, CA 91730-3096

27651 San Bernardino Ave.
Suite 110
Redlands, CA 92374-5030

1120 Galleria Blvd.
Suite 160
Roseville, CA 95678-1992

5353 Almaden Expressway
Suite A 100
San Jose, CA 95118-3637

40438 Winchester Road
Temecula, CA 92591

3700 Torrance Blvd.
Torrance, CA 90503-4808

22999 Savi Ranch Parkway
Yorba Linda, CA 92887-3095

Colorado

6492 South Parker Road
Aurora, CO 80016-1080

5134 South Wadsworth Blvd.
Lakewood, CO 80123

7225 W. 88th Avenue
Westminster, CO 80021

9350 North Sheridan Blvd.
Westminster, CO 80031-6304

Delaware

501 West Main St.
Newark, DE 19702-1534

Florida

130 E Altamonte Dr.
Suite 1000
Altamonte Springs, FL 32701-4324

11345 Causeway Blvd.
Brandon, FL 33511-2904

2035 N. University Drive
Coral Springs, FL 33071-6132

8801 Southside Blvd.
Unit 10
Jacksonville, FL 32256-0796

8241 West Flagler Street
Suite 100
Miami, FL 33144

3206 East Colonial Drive
Orlando, FL 32803-5121

11360 Pines Blvd.
Pembroke Pines, FL 33026-4102

550 North State Road 7
Royal Palm Beach, FL 33411-3523

Georgia

7121 North Point Parkway
Alpharetta, GA 30022-8255

2555 Cobb Place Lane NW
Suite 50
Kennesaw, GA 30144-6871

1670 Scenic Highway N
Suite 124
Snellville, GA 30078-2132

Iowa

4100 University Ave.
Suite 115
West Des Moines IA 50266-5958

Illinois

1419 N Kingsbury Street
Chicago, IL 60642

5540 Northwest Highway
Crystal Lake, IL 60014-8016

1556 Butterfield Road
Downers Grove, IL 60515-1003

6132 Grand Ave.
Gurnee, IL 60031

324 S Route 59
Naperville, IL 60540-3924

580 E. Golf Road
Schaumburg, IL 60173-4442

Indiana

435 E. University Drive
Granger, IN 46530

1230 N. US 31
Suite A
Greenwood, IN 46142-4501

4030 East 82nd Street
Indianapolis, IN 46250

Kansas

12055 Metcalf Avenue
Overland Park, KS 66213-1121

Kentucky

2321 Sir Barton Way
Suite 110
Lexington, KY 40509-2434

Massachusetts

160 Granite St.
Braintree, MA 02184-1747

Maryland

1683 Rockville Pike
Rockville, MD 20852-1619

Michigan

42595 Ford Road
Canton, MI 48187-3381

4100 28th Street SE
Kentwood, MI 49512-1904

28512 Telegraph Road
Southfield, MI 48034

13361 Hall Road
Suite 102
Utica, MI 48315-5884

Minnesota

9160 Hudson Road
Woodbury, MN 55125-7001

Missouri

15355A Manchester Road
Ballwin, MO 63011-3026

20000 East Jackson Drive
Independence, MO 64057-1568

3200 Laclede Station
Suite D
St. Louis, MO 63143-3709

North Carolina

9555 South Blvd.
Charlotte, NC 28273-6901

3121 Market Center Drive
Morrisville, NC 27560

Nebraska

12204 K Plaza
Omaha, NE 68137

New Hampshire

213 Daniel Webster Highway
Nashua, NH 03060-6600

New Jersey

711 Route 28
Bridgewater, NJ 08807-2401

1590 Kings Highway N
Cherry Hill, NJ 8034

1745 Deptford Center Road
Deptford, NJ 08096-5662

675 US Highway 1S
Suite 1
Iselin, NJ 08830-3152

530 W Mount Pleasant Avenue
Livingston, NJ 07039-1740

34 East Ridgewood Ave.
Paramus, NJ 07652-3613

601 Nassau Park Blvd.
Princeton, NJ 08540-5938

327 Mount Hope Ave.
Suite 1003
Rockaway, NJ 07866-1649

3 Enterprise Ave. N
Suite 3
Secaucus, NJ 07094

545 Route 46 West
Totowa, NJ 07512-1735

310 Route 36
West Long Branch, NJ 07764-1026

New Mexico

2451 San Mateo Blvd. NE
Suite C
Albuquerque, NM 87110-4417

New York

1261 Niagara Falls Blvd.
Ste. 1
Amherst, NY 14226-1160

1440 Central Avenue
Colonie, NY 12205-5118

895 East Gate Blvd.
Garden City, NY 11530-2104

270 7th Ave.
New York, NY 10001

441 Boston Post Road
Port Chester, NY 10573-4738

790 Jefferson Rd.
Suite 300
Rochester, NY 14623-3254

1019 Central Park Ave.
Scarsdale, NY 10583

Ohio

3749 Easton Market
Columbus, OH 43219-6023

5255 Deerfield Blvd.
Mason, OH 45040-2509

4045 Richmond Road
Warrensville Heights, OH 44122-6048

Oklahoma

10017 East 71st Street
Tulsa, OK 74133-3210

Oregon

12535 SE 82nd Ave.
Suite B
Clackamas, OR 97015-9734

Pennsylvania

751 Horsham Rd.
Unit B1
Landsdale, PA 19446-6489

1915 Whitehall Mall
Whitehall, PA 18052-5119

South Carolina

1117 Woodruff Road
Suite I
Greenville, SC 29607

Tennessee

2000 Mallory Lane
Suite 400
Franklin, TN 37067-8208

202 Morrell Road
Knoxville, TN 37919-5876

Texas

5400 Brodie Lane
Suite 400
Austin, TX 78745-2526

5001 183A Toll Road
Suite I100
Cedar Park, TX 78613-7937

13900 Dallas Parkway
Dallas, TX 75240-4323

4648 SW Loop 820
Fort Worth, TX 76109

2930 Preston Rd.
Suite 600
Frisco, TX 75034-9055

17355 Tomball Parkway
Suite 1K
Houston, TX 77064-1180

20416 Highway 59N
Humble, TX 77338-3122

1451 West Pipeline Road
Hurst, TX 76053-4628

24600 Katy Freeway
Suite 200
Katy, TX 77494-3109

719 Hebron Parkway
Lewisville, TX 75057

500 N. Jackson Road
#A2
Pharr, TX 78577

2712 N. Central Expressway
Plano, TX 75074

2901 East State Highway 114
Southlake, TX 76092-6694

8934 S. Broadway Ave.
Suite 448
Tyler, TX 75703-5420

19801 Gulf Freeway
Suite 800
Webster, TX 77598-3802

Utah

10230 South State Street
Sandy, UT 84070-4115

Virginia

1320 Carl D Silver Parkway
Suite 100
Fredericksburg, VA 22401-4915

6398 Springfield Plaza
Springfield, VA 22150-3431

2700 Potomac Mills Circle
Suite 100
Woodbridge, VA 22192-4651

Washington

17686 Southcenter Parkway
Tukwila, WA 98188-3705

Wisconsin

665 Main Street
Brookfield, WI 53005