Primary Lingerette

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.

Our Founder

Primary is the creation 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. 

Legal Details

Our official business name is And Or Because PTY LTD. We trade as Primary Lingerette. ABN: 49672080929

We were incorporated in 2023 and have been in operation since April 2024.

We trade out of our warehouse in Glen Iris, Victoria.

You can contact us anytime via the form below or hello@primarystore.com.au