At Primary, we believe you deserve more. More choice, more focus, more comfort, more care.

Our lingerette offers the space to build a closet of exceptional undergarments with intent. Exclusively sourced – locally and abroad – our sharply curated range of lingerie caters to all women at differing stages of life.

From daily wear to the most special of occasions, we invite you to experience personalised service, designed to guide you to your perfect fit.

Primary is the brainchild of Samantha Harrison.

After a trip overseas, Sam 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 she didn't start Primary right then, after 10 years of an engineering career, two children and a whole lot more life experience, Sam thought it was time to create Primary to transform undergarment shopping from a chore to a joy.