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  • 06.14.16

Primary.com lands $8 million

The e-commerce company sells basics for babies and kids that don’t have the standard bunny rabbit or rainbow patterns. The monochromatic pieces come in a wide range of colors, with prices ranging from $6 to $24.

They just announced that they’ve closed an $8 million Series A round led by U.S. Venture Partners, which has also invested in Trunk Club and Hotel Tonight. 

There’s a growing trend of making baby products simpler and more aesthetically pleasing. Fisher-Price recently announced a partnership with designer Jonathan Adler, who will re-design many of their most popular products so they look better in the home. And fairs like Kinder Modern are all about introducing kids to well-designed products at an early age.  This comes as a massive relief to parents everywhere who are tired of neon pink bouncers and blankets with rubber ducky patterns littering their homes. ES