FAQs

We are a small company based in New York, founded by two moms who were previously executives at Diapers.com/Quidsi. We created Primary so that parents everywhere (including ourselves) will have a go-to for quality clothes without logos, slogans, or gendered prescriptions. We make clothes that let kids feel comfortable inside and out, living their true colors.

At Primary, we are inspired by simplicity. Instead of chasing trends, we focus on timeless essentials every kid needs in a rainbow of vibrant colors. This focus allows us to offer the best price and also an easy shopping experience for busy parents. If there's a style or color you think we're missing, let us know! We love to hear what parents and kids are looking for. Email help@primary.com.

Giving back is a core value for us at Primary, and since our launch in 2015 we have donated tens of thousands of our premium basics worth over $1 million to our partner Baby2Baby. Baby2Baby has been a longtime friend of Primary and a trusted source for quickly getting essential clothing and supplies into the hands and homes of families who need it most. (You can read more about Baby2Baby and their initiatives here.)

Facebook, Instagram, Twitter, and our blog, Using Our Words!

Since the very beginning, we have offered every style and every color for every kid. This means we organize our shopping experience into two simple categories, “baby” and “kid” instead of “boy” and “girl.” Why? Because clothes and colors don’t have genders, so it never made sense to us to organize them as if they do. We make dresses for kids who wear dresses, pants for kids who wear pants, PJs for kids who wear PJs. We make the clothes, but kids make the choices.

We don't offer international shipping at this time, although we're working on expanding our shipping areas in the future! We currently ship to all addresses in the U.S. Please note that standard shipping to Alaska and Hawaii may take up to 12-16 business days and overnight shipping is unfortunately not available. For APO / FPO / DPO addresses, standard shipping can take up to 35 days and express options are not available.

The time it takes to get a particular item back in stock varies. For an estimated time frame please give us a call at 1-844-435-5675 or email help@primary.com. We also have the option to set up a notification as soon as we receive any specific colors and sizes you wish to purchase. Find the exact item and size on our website and use the "email me when available" button to receive an email as soon as it is back!

From time to time, it's our pleasure to extend to new and/or existing customers certain offers and promotions.

Additionally, certain promotions may only pertain to select items, may not be stackable or combined with other offers, and may be available just to specific users (existing customers or new customers, for instance).

The best way to be informed about current promotions and discounts is to subscribe to our emails, and to visit our site where sales and promos are frequently messaged to customers. We do also host contests and giveaways on Facebook and Instagram, so follow and play along!

Promotions are subject to change at any time without prior notice.

This usually happens when there is information missing in the required fields. Please check that all of the required fields are completed and then click the "Pay now" button to proceed with completing the order.

You can initiate your own return here and print a prepaid USPS return label. If you have a pop-up blocker enabled on your computer, please select the option to receive the label via email instead which you can then download and print.

Our clothes are pre-washed so you shouldn't experience shrinkage. That said, most of our styles are 100% cotton and as with most cotton garments, we recommend washing them in cool water and drying on low in order to prevent any potential shrinkage.

We recommend washing in cold water and drying on low.

We offer free standard shipping for orders $75+ (after discounts, before taxes). Otherwise, standard shipping is $8.50. Expedited options are also available.

Orders placed M-F on business days by 1pm ET ship the same day, otherwise the next business day.

Shipping Options:

Standard: Currently free on orders $75+ or $8.50 flat rate. Please allow 4-7 business days for your order to be processed & delivered.
Express: 2-4 Business Days via FedEx. $15
2-Day: 2 Business Days via UPS - $25
Overnight: Next Business Day via UPS - $35

For Alaska, Hawaii and Puerto Rico, standard shipping may take 12-16 business days and express options using FedEx or UPS is unfortunately not available. For APO / FPO / DPO addresses, standard shipping can take up to 35 days and express options are not currently available.

Please note that orders shipping to PO Boxes cannot be shipped via FedEx or UPS.

We process orders quickly! To make a change to your order, please give us a call as soon as possible to cancel the order and place a new one if the order hasn't yet been processed. You can give us a call at 1-844-435-5675 during business hours or chat us live and we are happy to get the ball rolling!

We currently ship to all addresses in the U.S. Please note that standard shipping to Alaska and Hawaii may take 12-16 business days and overnight shipping is unfortunately not available. For APO / FPO / DPO addresses, standard shipping can take up to 35 days and express options are not currently available.

We ship from our warehouse located in Ohio.

Our hours of business operation are Monday - Friday, 9:00 AM to 6:00 PM eastern time. Outside of these hours, we can still be reached via voicemail at 1-844-435-5675 or email at help@primary.com and will get back to you on the next business day.

Once your order ships, you'll receive an email with a tracking link to track your order! If you have a Primary.com account, you can also track your order in your Order History.

Hmmm. It's usually for one of these reasons:
1. You may have an outdated email address on file
2. You may have opted out of all emails from Primary
3. You may have a spam blocker filtering email from us
Check the email address you have on file in your account and turn off any spam blockers that might be keeping our emails in the dungeon.

We don't offer international shipping at this time, although we're working on expanding our shipping areas in the future! We currently ship to all addresses in the U.S. Please note that standard shipping to Alaska and Hawaii may take 12-16 business days and overnight shipping is unfortunately not available. For APO / FPO / DPO addresses, standard shipping may take up to 35 days and express options are not currently available.

The time it takes to get a particular item back in stock varies. For an estimated time frame please give us a call at 1-844-435-5675 or email help@primary.com. We also have the option to set up a notification as soon as we receive any specific colors and sizes you wish to purchase. Find the exact item and size on our website and use the "email me when available" button to receive an email as soon as it is back!

This usually happens when there is information missing in the required fields. Please check that all of the required fields are completed and then click the "Pay now" button to proceed with completing the order.

As co-founders of Primary and as parents ourselves, we are deeply committed to sustainability and our collective stewardship of the planet. Our comprehensive sustainability initiative started in 2015, and will be fulfilled this year: From the fabrics we source, to the manufacturing partners we choose, to the packaging of our products, we’ve consistently raised our standards and are excited to share all our progress over the last six years with you. Because it isn’t just about the clothing we make for babies and kids, it’s about the planet they’ll inherit from us.

Our organic cotton is GOTS certified by Ecocert Greenlife (license 271747 with EGL271747).  GOTS stands for “Global Organic Textiles Standard” and GOTS certification is considered the highest standard in the world for organic textiles. GOTS considers every input in the product lifecycle, ensuring full traceability and accountability every step of the way - validating not only the quality of the end product, but also accounting for the environmental impact of every facility and the health, safety, and wellbeing of everyone who works there. Ecocert Greenlife (EGL) is our certifier and 271747 is Primary’s unique ID. Visit GOTS to learn more.

Read more about our sustainability initiative on our blog.

To us, part of sustainability is being intentional about what gets produced in the first place. Since our launch in 2015, we have deliberately avoided trend-focused fast fashion that floods stores today and landfills tomorrow. Unlike other clothing brands, our assortment is purposefully small, thoughtfully curated, and classically evergreen. Our focus has always been on outstanding affordable quality and timeless styles intended to be passed from one child to another, and relevant year after year. We love that many customers’ introduction to Primary is with a hand-me-down from a friend or family member.

We currently manufacture our clothing in India, Vietnam and China. Every facility producing Primary's clothing must be approved by a certified third party inspection company and remain compliant with ethical manufacturing processes.

Additionally, all production lots are tested for product safety to ensure compliance with CPSC regulations. We personally visit the facilities to conduct a pre-sourcing audit which consists of Social Compliance, Quality Assurance and Product Safety checks along with interviewing owners and management prior to commencing with any work. We have a set of comprehensive supply chain manuals that every vendor and agent must read and acknowledge prior to engagement.

Finally, we have a Head of Corporate Social Responsibility who lives in Hong Kong conducting visits (both announced and unannounced) to monitor all of our programs to ensure our standards are being upheld.

At Primary, we manufacture our own clothing and sell directly to you, exclusively through our website. By avoiding middlemen, retail markups, and the high costs of brick-and-mortar stores, we can offer you lower prices.

Additionally, by focusing on evergreen styles, we avoid the costs of trendy fashion. We invest these savings back in order to continually offer quality products in premium fabrics.

We recommend washing in cold water and drying on low.

Look for our size charts on each product page, which provide a range of estimated heights and weights for each size. We don’t include measurements, because we personally have never found those very useful. (Who has a measuring tape handy while shopping online?) But if you call us at 1-844-435-5675, we can help guide you to the right size based on your child’s height, weight, and the size they wear in other brands.

Our clothes are pre-washed so you shouldn't experience shrinkage. That said, most of our styles are 100% cotton and as with most cotton garments, we recommend washing them in cool water and drying on low in order to prevent any potential shrinkage.

Great news! After many (SO MANY!) requests, we're excited to offer a handful of styles for grown-ups and have even more in the works. Stay tuned...

In order to be CPSC compliant, baby and kids' sleepwear between sizes 9 months and 14 years must either be snug-fitting or flame retardant. Most sleepwear for kids that is not form-fitting or is made from fleece is treated with chemical flame retardants to pass sleepwear regulations, which is not the way we wanted to go!

We opted to use Clean Poly for our looser-fitting sleepwear to ensure it stayed chemical-free. The structure of the yarn fibers causes them to self-extinguish when exposed to flame, without chemical treatment. We took our time to get this one right, so you and your kids can sleep easy.

When logged into your account, click My Account to view all of your previous orders.

Unfortunately accounts cannot be merged.

No, you always have the option of checking out as a guest.

In addition to easily being able to review your order history and the status of your order, you also have the option to save addresses for faster checkout.

We offer free returns for 90 days. We ask that the items be unworn and unwashed. Please note, shipping fees will not be refunded.

If you need to return a defective item, please contact us via email at help@primary.com or phone at 1-844-435-5675 and we’ll take care of you.

There are three easy ways to start a return:

1. Visit our self-service return portal
2. Email help@primary.com
3. Call 1-844-435-5675

Please have your order ID and zip code handy to speed up the process.

We will provide you a free prepaid return shipping label. Please repackage the returned items along in either the original shipping bag or packaging of your choice (make sure there are no other labels on it), and apply the shipping label. When we receive your return, we will credit your original form of payment, and send you an email to let you know it has been processed.

You can initiate your own return here and print a prepaid USPS return label. If you have a pop-up blocker enabled on your computer, please select the option to receive the label via email instead which you can then download and print.

Please allow 2-3 weeks for your refund. We will send you an email once the item(s) have been received and your refund has been processed.

If you have a damaged or defective item, please do not initiate a self-service return. Email us at help@primary.com or call us at 1-844-435-5675 and we’ll take care of you.

If you received a gift and you’d like to return it, you can now process a gift exchange or return yourself using our self-service gift return portal.

Our quick and easy two step return and reorder process takes the place of an exchange policy. Just follow the steps through our self-service return portal where you can opt to exchange your return for a new color/size or a new item. We offer free standard shipping on reorders and will honor any promotions that may have been on your order with credit for the full value of the item(s).

Unfortunately no, we aren't able to accept returns across multiple orders
in the same package at this time. To properly process your refunds, each
returned order needs to have an individual return label and be sent in
separate packages.

Yes, items on sale do qualify for free returns in our 90 day return policy.

Currently our gift cards are delivered to the purchaser via email. Forward or print the email to deliver to your recipient.

Gift cards are redeemed at checkout during payment. Simply enter your unique gift code in the field marked “Enter promo or gift code”.

Promotions and discounts cannot be applied to purchases of gift cards. Instead, your gift recipient can use promotions or discounts for which they are eligible when they use the gift card.

Gift cards cannot be returned. If you place an order for a gift card in error, please contact us at help@primary.com or 1-844-435-5675 and we will do our best to assist you.

No problem! Contact us at help@primary.com or 1-844-435-5675 and we'll be happy to correct the error and re-send the email.

Just let us know! You can reach out to us at help@primary.com or 1-844-435-5675 and we are happy to look into what happened.

Unfortunately, Primary cannot transfer gift cards or credit to other customers.

Yes! Please note that if you don’t spend the entire credit, the remaining balance will stay on the gift card and the code will need to be entered again on a future purchase.

To check your gift card balance, reach out to help@primary.com with the gift card code.

Gift cards that are purchased do not expire. Gift cards that are issued as a form of store credit expire 6 months after the issue date.

We accept all major credit cards including Visa, MasterCard, American Express, JCB, Discover, and Diners Club.

We accept PayPal, Apple Pay, and Shop Pay as alternate methods for purchasing your order on primary.com. They enable you to securely send payments online.

We currently do not accept international credit cards. If you have a Paypal account linked to an international credit card, you may choose this option at checkout as long as your order is being shipped within the US.

From time to time, it's our pleasure to extend to new and/or existing customers certain offers and promotions.

Additionally, certain promotions may only pertain to select items, may not be stackable or combined with other offers, and may be available just to specific users (existing customers or new customers, for instance). Promotions cannot be used on orders placed using Shop Now credits.

The best way to be informed about current promotions and discounts is to subscribe to our emails, and to visit our site where sales and promos are frequently messaged to customers. We do also host contests and giveaways on Facebook and Instagram, so follow and play along!

Promotions are subject to change at any time without prior notice.