Galyn Bernard & Christina Carbonell – Business of Keeping It Simple: How Less is More at Primary

They outgrow them in hours. They cost a fortune and you always need more. They have graphics and slogans that seem more to reflect the biases of the people who buy them than the people who wear them. You've probably guessed the topic: childrens' clothes. The $70 billion global market is filled with long-standing brands and thousands of short-lived competitors. With globalization and online marketing smoothing many of the logistical challenges of the kids' apparel industry, it's becoming an explosive market with huge potential- for the right business model.

Primary cofounders Galyn Bernard and Christina Carbonnel graduated from Amazon subsidiary Diapers.com to found a kids' line based on a very carefully crafted business plan- keeping product offerings simple, easy to produce at high quality and low cost, and utilizing organic and community outreach wherever possible to build their brand. Their approach- which Bernard and Carbonnel have steadfastly maintained despite the model of most profitable kids' brands as either very high-priced "boutique" clothing or low-quality fast fashion produced in a FOBO-inducing sprawl of styles and adornments. Curation and brand authority seems to have proven how keeping it simple is often the best way to establish firm, reliable market share and growth.

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