Our Company

We wanted a revolutionary night’s sleep, so we created a revolutionary product.

Like you and everyone else, we love sleeping with a top sheet.

But if we’re being honest, it’s always been a labor of love.

It gets bunched at your feet, and constantly needs to be re-aligned or tucked back in. And that’s frustrating -- because when it works, it’s the greatest.

Sure, we may toss and turn at night, but why should our bedclothes?

So we set to work on a solution we could share with fellow top-sheet-lovers:

The very best quality sheets, that easily click into place, and always stay put.

We wanted bedding that played ball. Bedding that was a more active part of sleep. The finest stonewashed French linen with a smart, modern twist…

…Smart Bedding.

And with our initial crowdfunding attempt, you let us know we weren’t alone.

On day one, you helped our Kickstarter campaign break the internet, and sent us soaring past our funding goals.

We were onto something, and looking back, it’s not surprising.

After all, how well would you sleep, if you never had to make your bed again?

The next step of our journey would take a little (ok, a lot) longer.

We spent $375,000 so you could feel like a million dollars.

In fact, our ‘next step’ would take us around the world for two whole years, testing manufacturers until we found one that met with our vision.

We needed someone who shared our values; someone ethical and honest, who would never, ever, ever compromise on quality.

So we took countless manufacturers through their paces, with small production runs, audits and factory visits to ensure they were 100% ethical, before settling on the right partner for us.

Turns out caring is hella expensive… but worth it.

Smart Bedding is now Primary Goods.

With an unequalled product, we re-launched with a new name, and an even bigger dream:

To bring you the same smart thinking to all other home essentials.

Primary is proud to be home to thoughtful, better-made products.

Don’t get out of bed for anything less.



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