What If... You Never Have To Make Your Bed Again?

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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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Primary Linen Bedding

Superior comfort, superior quality, superior feel. French linen is the gold standard.


The Primary Mattress

A shield against bacteria. ‘Ahhh just right’ sleep surface. It's the thing dreams are made on.


As Featured In

"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."
"Making your bed only takes 2 seconds now."

Rest easy with our 100-night trial

With Primary, your satisfaction is guaranteed. But, if it’s a ‘Princess and the Pea’ situation, and deep down you’re just not feeling it, simply send it back within 100 days for a full refund, pain-free.