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.

Founded by Samantha Harrison.