While doing some domain name acquisition research, I came across the descriptive domain name, Primary.com. The colorful landing page indicates that a launch is coming soon, and I shifted gears to learn more about the business rather than trying to acquire the domain name for my company. Since there was no revealing information about the company on the landing page, I did a bit of sleuthing to see who is behind this new brand.
Research on LinkedIn led me to find that the CEO and co-founder of Primary.com is Galyn Bernard, and the COO and co-founder is Christina Carbonell. Various articles found via Google showed me that both ladies appeared to be rising stars on the marketing side of Quidsi before their departures at some point during the past year. As you likely know, Quidsi is the company that was acquired by Amazon and operates websites like Diapers.com, Soap.com, Wag.com, and several other e-commerce websites.
I got in touch with Bernard, and she shared some details about the domain name and the company.
The Primary.com domain name was acquired using the services of a domain broker. The price for the domain name was not revealed to me, and neither was the domain broker responsible for securing the domain name on behalf of the company.
As with many valuable descriptive domain names such as Primary.com, it can become a great brand name in addition to having meaning as a standalone keyword. According to Bernard, “The word ‘primary’ reflects our focus on essential kids clothing.” In my opinion, buying the Primary.com domain name for this business was important, despite (the assumed) high acquisition cost.
Primary.com is set to become a direct-to-consumer children’s clothing business, and the founders are planning to launch the business in early 2015. The management team is very small, consisting of Bernard, Carbonell, and a CTO. I presume that Primary.com will be competing with established brands such as The Gap and Hanna Andersson.
I am looking forward to reading about the launch of Primary.com, and since my wife and I have a two and a half year old daughter, I am sure we will be a part of the company’s target audience.