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The Best Way to Start a Business Isn't With Finances ... It's With Your Own Frustration Two moms started a business when they saw a problem with the kids' clothing market. Their solution is now the booming clothing brand Primary.

By Stephanie Schomer

This story appears in the January 2021 issue of Entrepreneur. Subscribe »

Courtesy of Primary

Moms know how to solve problems, and back in 2012, Christina Carbonell and Galyn Bernard spotted a problem. They were on the marketing team of, and both had small kids at home. One day Bernard complained about how her young daughters wanted orange jackets but the only options available were in the boys' section. Carbonell had been equally annoyed at what she saw as an overpriced, overdesigned, and gender-specific kids' clothing market — so the two set out to fix it. The result is Primary, a brand that sells affordable, genderless, simple kids' clothing (no logos, no sequins), which has since raised nearly $50 million and grown to a team of 50. Here's how they did it.

1. Find a unique business model.

After purchasing the domain in 2013, the duo spent months writing a business plan. "We researched the financials of players who are public and started to understand where there might be an opportunity for us to do things differently," Bernard says. Their concept of simplicity, it turned out, would serve them well. "A business that's focused on trends and constantly turning over their assortment, like a Gap, is expensive," Carbonell says. "With less complexity, we could deliver more value at a lower cost."

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