Primary, a US-based online baby and children’s clothing retailer backed by beauty product distributor Grace Beauty, has raised $19.8m in funding, according to a regulatory filing on Wednesday.
The participants in the round have not been disclosed but the filing revealed Primary plans to close the round at approximately $20.6m.
Founded in 2014, Primary sells a range of affordable infant and children’s clothing items available in a variety of bright colours. The clothing is also free from slogans and visible logos, making it far less likely to contravene school rules.
Co-founders Christina Carbonell and Galyn Bernard both previously worked at Diapers.com, and have said the firm’s basic approach to manufacturing and sales influenced their take on stock and sales strategy.
The company received $8m in a June 2016 series A round led by venture capital firm US Venture Partners that included Grace Beauty’s corporate venturing unit, Grace Beauty Capital, as well as VC fund Homebrew and VC firm Harrison Metal.
Primary secured $3.9m in debt financing in July 2017, according to a separate securities filing, as well as $4.7m across two earlier equity rounds which were backed by undisclosed investors.