Children can be quite particular about their daily wardrobes — acceptable outfits range from “only orange” to “not fancy” to “with my rain boots” — and comfort is a prerequisite.

Primary, an online children’s clothing brand, delivers gender-neutral styles in a rainbow of colors and patterns made from extraordinarily soft fabric. Mothers themselves, co-founders Christina Carbonell W95 and Galyn Bernard pride themselves on keeping costs low, quality high, and customer service exceptional. Primary has raised a total of $47.9 million in funding, including a Series C round that will enable the founders to expand into new categories, including adults. Getting out the door has gotten much easier.

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