After having figured out a better way to sell diapers to parents, Galyn Bernard and Christina Carbonell turned their focus to a glaring gap in e-commerce offerings for parents: children's basics.
Bernard, who has 5-year-old twins, and Carbonell, who has a 9-year-old and a 12-year-old, had devoted considerable time to delivering quality diapers inexpensively, yet as parents they still found themselves forced to pay absurd prices for their kids' leggings. They found they could buy an item at a store like Gap's (GPS) Old Navy for a reasonable price but have to sacrifice quality. Or they could pay a lot more for a cashmere sweater that a child could outgrow in six months.
That was the impetus for their starting their new company Primary, an online retailer that sells basic clothing for less than $25 for kids younger than 10, in the hopes of capturing a significant segment of the $30 billion market in kids' apparel.Bernard, 38, and Carbonell, 41, see their company as providing the core staples of a child's wardrobe. "It is just the one of everything that a kid wears that we think that they need rather than the 40 variations that have different embellishments and details on them that are constantly changing," Carbonell explained.
Carbonell and Bernard believe other children's retailers tend to overprice basics to compensate for the cost of trendier pieces. Making a solid T-shirt is less expensive than creating an embellished garment, so other retailers make up for their losses in the latter category by raising prices on the former, they assert.