Curated colours and fresh blacks

Spring Collection

A LINGERETTE

UNDERGARMENTS
DAILY AND OCCASIONAL

Free Shipping Over $250
10% off any Brief with any Bra or Bralette
25% off 2 Briefs with any Bra or Bralette
Free Shipping on Orders Over $160
New at Primary

New Else. Now.

Two new collections compliment our best selling brand:

Marie, in sustainable lace, and Nano, the second skin you need in your undergarment arsenal.

Established in France in 1968, Huit was created to express personality though unique lingerie designs. Changing hands in 2019 to a female led company, Huit continues to bring traditional French undergarment tailoring in modern, geometric fabrics.

Huit complements the Primary collection with pieces created using traditional lingerie construction in unique fabrics to give your everyday something a little extra.

The Primary Way

Exclusive Products

Undergarments with intent from the best international designers

Your Perfect Fit

Find your fit before you buy, and check it's perfect once you receive it

Easy Returns

Free return shipping on exchanges

As featured in

On high rotation.

The Kim bralette, part of our spring collection.
The Primary collection: for today, for tonight and forever.
Our bestselling Else Marie set, now in matcha. Part of our spring collection. In store now. 

 #matchalove #primarylingerette
The new Eclatante bra, brief and thong, part of our spring collection. In store now.

#primarylingerette
Hi there, I'm Samantha @yousaysam, founder of Primary and self-proclaimed Chief Fitter. 👩🏼‍✈️ There are lots of new friends here so I thought I would tell you a little about me and why I know all women deserve exceptional undergarments, curated with intent and fitted with care.

After a trip overseas, I noticed there was a need in Australia for undergarment shopping that's a vibe - interesting products, a great fitting service, all comfort, enjoyment and totally empowering. 

But I didn't start Primary right then, rather I went back to my engineering career where I have worked on some phenomenal infrastructure around Australia.

TBH, I was truly too scared at the time of failing, enough to not give it a go at all. 

But after 10 years as an engineer, two children and a whole lot more life experience, my skin was a little thicker and I thought it might be time to give it a go 💪🏻

So now I am on a journey to transform undergarment shopping from a chore to a joy and I hope you will join me. 

 #femaleentrepreneur  #primarylingerette
The new Huit Garconne in Black. Also in Blush. Part of our spring collection. Simple, modern, perfect fit.

 #primarylingerette
Kim, part of our Spring Collection. In store now. 

 #primarylingerette
One lucky customer 💚

#primarylingerette
Launched at the Primary Suite, our spring collection brings curated colour and fresh takes on black in bras, bralettes, briefs, thongs and bodysuits.  Link in bio. 

#primarylingerette #bra #bralette #lingerieaustralia #australianretail #boutiquelingerie #matcha #springfashion #springracing #springsummer
Nothing better than a new bra that fits perfectly.
Too many photos to post of our gorgeous Primary Suite lingerette viewing and fitting service from last week. Here is just a few. 

It was a gorgeous four days at @lyallhotel in South Yarra where many women came through for a glass of champagne, a look through the full Primary collection and a try on of the undergarments with full fitting service.

Our guests left happy, with beautiful pieces, their hearts full and a fortune baguette to make sure each person knows how special they are. 

Thank you to everyone who came through the doors, our hearts are full too. 

📸 @maddieroux @maxmgt_
👏 @alexandrarutman
Thank you to all our kind helpers for making the Primary Suite come alive. Couldn’t have done it without you.
What I learnt from four days at the Primary Suite. Be kind to yourself ladies. 

#primarylingerette #lingerieaustralia #australianretail #primary #netterose #elselingerie #boutiquelingerie #bodypositivity #youaregorgeous #bra #bralette #thong #underwear
The Primary Suite is open now 🙌🏻
The Bernie Garter Belt has arrived at Primary. A little dark, a little gorgeous, all joy.
Florals for spring? Perfect! Especially with a matching garter belt.
Shop Nette Rose at Primary now. 

#garterbelt  #bralettelove #lingerieaustralia #Australianlingerie #netterose #lingerette #femalebusinessowner #undergarments #lingerieshop #lingerieaddict #australianretail #lingeriestore #primarylingerie #primary #FindYourFit #boutiquelingerie #lingerie #bralette #primarylingerette #lingerieboutique #floralsforspring #floralsforspringgroundbreaking
Garter belts have arrived. Complete your Nette Rose set with a gorgeous matching garter belt.

#lingerie #lingerette #lingerieaustralia #bralette #boutiquelingerie #lingerieshop #netterose #primary #femalebusinessowner #australianretail #undergarments #primarylingerette #primarylingerie #FindYourFit #bralettes #bralettelove #lingerieaddict #Australianlingerie #lingerieboutique #lingeriestore #garterbelt #floralsforspring
Primary Suite - lingerette viewing and fitting service. By appointment only - The Lyall Hotel, September 13 and 14. Find out more - Link in bio.
New Product Alert - the Bella thong now comes in Ivory 🙌
Else's beautiful modern take on lacework stuns in this set. Available now.
Do you have a daughter who needs to be fitted for a bra in a comfortable, kind and empowering space? Primary is your answer. The Primary Suite is an exclusive lingerette viewing and fitting experience. September 13 and 14, The Lyall Hotel, South Yarra.