16. Primary.com

For making shopping for kids clothing simple

Warby Parker meets American Apparel, for kids; Primary.com is a brand new challenger setting out to make shopping for kid’s clothes as easy as shopping for those other parenting essentials – diapers and formula.

Noticing a gap in the market for quality reasonably priced children’s clothes, founders Bernard and Carbonell left their previous roles at Quidsi, the parent company of diapers.com among others, to launch Primary.com in March, bringing all their experience of direct-to-consumer retailing to the $30 billion children’s clothing industry.

By choosing to innovate in the online user experience rather than redesigning the product range every season and by passing on the savings made by cutting out retailers and working directly with manufacturers, Primary offer their classic basics in quality fabrics like pima cotton, all for under $25.  They eschew trends, fashions, pattern and characters (you’ll find no Disney Princesses here) and focus on delivering a range of 31 wearable, almost unisex, items in solid bright colours with free shipping and returns across the US.

It's early days but with a strong insight, simple offer, experienced team and $3.25 million investment behind them, Primary's ambition to become the ‘go-to’ destination for children’s clothes looks increasingly likely – we’re just hoping they add international shipping to the UK soon…