Our New Cotton Collection

9 Brand New Colors. 100% Percale Cotton.
The Snaps You Know & Love.

Pillows With A Silver Lining

A Revolutionary Breakthrough: Pillows Get Dirty. Not Ours.

Make Your French Linen Bed In A 'Snap'

Preorder Now and Get $30 OFF

At Primary, we’re rethinking daily life on the daily, with smarter bedding that works harder for you. Want to see how we’re re-designing how you sleep?
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As Featured by:

"I'm proud to show these sheets off."
"Made with luxurious French linen without the price."
"One of the hottest startups of the year!"
"It doesn't cost that much, but this bedding is worth a small fortune."
"It's all natural and super soft... Making your bed only takes 2 seconds now."