Brand page · Clothing · United States
Primary: 544K visits a month, 30 active Meta ads, Gravity score 609.
Primary — Primary is a mom-founded kids clothing brand that sells gender neutral, sustainable basics for babies, kids, and adults. The brand focuses on simple, mix-and-match designs with soft fabrics and slogan-free clothing. In September 2026 primary.com drew an estimated 544K visits, up 59% on the month before. It ranks #261 of 97,158 Clothing brands in United States and holds a 2.7 Trustpilot rating over 15 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 21 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 1441 peers: Clothing brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Primary is a mom-founded kids clothing brand that sells gender neutral, sustainable basics for babies, kids, and adults. The brand focuses on simple, mix-and-match designs with soft fabrics and slogan-free clothing.
01 · Traffic
How much traffic Primary gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Primary drew an estimated 544K visits in September 2026, up 59% on the month before and up 35% over three months.
- Worldwide#23,254of 4.5M sites · Top 1%
- In United States#7,639of 1.2M sites · Top 1%
- Clothing, worldwide#1,901of 459,295 brands · Top 1%
- Clothing, United States#261of 97,158 brands · Top 1%
544K
estimated visits in September
1 mo ▲ +59.5%4 mo ▲ +35.2%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Primary.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Primary holds 2.7 out of 5 on Trustpilot over 15 reviews, 3 of them in the last twelve months: 27% of customers give five stars and 40% one star.
Shopping & Fashion
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Primary sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Primary sells on Shopify, 93% of its catalogue in stock. The best seller is Kids lightweight puffer jacket, at US$34.00–US$47.50, followed by Kids under short in seasonal colors and Kids french terry cozy legging.
#1Kids lightweight puffer jacketPrimaryUS$34.00–US$47.50In stock
#2Kids under short in seasonal colorsPrimaryUS$8.75In stock
#3Kids french terry cozy leggingPrimaryUS$12.25–US$17.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Primary in its comparison group.
- Average rating
- 4.86 / 5
- Rated products
- 62% of the catalogue
- In stock
- 93%
- Upper price quartile
- US$24.75
- Currency
- USD
04 · Ads
What Primary is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Primary runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, and has advertised on Google since April 2024 (image, text, video).
30% off the best baby rompersPrimary.com5 Oct 2026video
30% off SitewidePrimary.com5 Oct 2026image
30% off SitewidePrimary.com5 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026Primary Kids, Inc.verified
Text ad2 Oct 2026Primary Kids, Inc.verified
Text ad29 Jul 2026Costa Verde Consultants, LLCverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Primary.
The creators who tag @primarydotcom on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @primarydotcom on Instagram, led by Lauren Mancke (20.6K followers, 1.2% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| LLauren Mancke@laurenmancke · 🇺🇸 US | Cinema series pop culture Creator | 20.6K | 1.2% | 7 | Tagged @primarydotcom |
06 · Competitors according to Gravity
Who Primary competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Primary among Clothing brands in United States. The closest is The Children's Place, then MiniOlie, minirodini.com, Tottini, Babyshop Group, Gymboree.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| The Children's Placechildrensplace.com | |||||||
| MiniOlieminiolie.com | |||||||
| minirodini.comminirodini.com | |||||||
| Tottinitottini.com | |||||||
| Babyshop Groupbabyshop.com | |||||||
| Gymboreegymboree.com |
07 · Company
The company behind Primary.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Primary is a company based in New York, United States, founded in 2015 according to LinkedIn, on a domain registered in April 1995. It employs about 453 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · New York
- Founded
- 2015, per LinkedIn
- Domain registered
- 29 Apr 1995
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- 453 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- primary.com · Shopify · USD
- Catalogue
- 1,954 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Primary
What people ask Google about Primary.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Primary legit or a scam?
According to Gravity by Benchr, Primary is a brand based in New York, United States: its website has existed since April 1995, its Trustpilot profile is claimed by the brand, it sells on a Shopify store, it employs 453 people on LinkedIn, it has 172,036 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What do customers say about Primary?
Customers rate Primary 2.7 out of 5 on Trustpilot over 15 reviews, 3 of them in the last twelve months: 27% give five stars, 40% one star. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is Primary?
Primary is a mom-founded kids clothing brand that sells gender neutral, sustainable basics for babies, kids, and adults. The brand focuses on simple, mix-and-match designs with soft fabrics and slogan-free clothing. Gravity by Benchr classifies it under Clothing, with Baby & Children's Clothing making up 33% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
How much does Primary cost?
Primary's best seller, Kids lightweight puffer jacket, sells from US$34.00 to US$47.50 on primary.com. 93% of the catalogue is in stock. Gravity does not track prices daily: check primary.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Primary promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: Primary advertises on Facebook and Instagram and on Google, where its offers often run. Check primary.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where can I buy Primary?
Primary sells on its own website, primary.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who owns Primary?
Gravity by Benchr records a company based in New York, United States, founded in 2015 according to LinkedIn, on a domain registered in 1995, with 453 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Primary growing?
Yes. Gravity by Benchr estimates about 544,200 visits to primary.com in September 2026, up 59% in a month and up 35% over three months. Primary ranks #261 of 97,158 Clothing brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Primary use?
Gravity by Benchr identifies primary.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. The brand has claimed its Trustpilot profile. It advertises through Meta and on Google since April 2024. Source: Gravity by Benchr platform and advertising records, November 2026.
What is Primary's ad budget?
Gravity by Benchr does not publish a spend figure for Primary on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Clothing brands in United States?
Among Clothing brands in United States in the Gravity by Benchr index, Primary ranks #261 of 97,158 by estimated traffic. Its closest competitors on the same market are The Children's Place, MiniOlie, minirodini.com, Tottini, Babyshop Group. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Primary.