At Primary, lingerie isn’t just something you wear, it’s a daily reminder of who you are.Founded by Samantha Harrison, Primary was born from the belief that women deserve more: more choice, more comfort, and more joy in the everyday ritual of getting dressed.

After a decade-long engineering career and the arrival of two children, Samantha recognised a gap in the Australian market, a space for women who wanted undergarments that felt as good as they looked.“Shopping for lingerie should make you feel beautiful, not overwhelmed,” says Samantha. “I wanted to create a destination that celebrates women at every age and stage where everything feels considered, effortless, and genuinely empowering.”What began as an idea after a trip abroad became a clear vision: transform lingerie shopping from a chore into an experience.

At Primary, every detail feels intentional. Its lingerette a sharply curated selection of lingerie from around the world, showcases pieces chosen for craftsmanship, comfort, and timeless appeal. These aren’t fast-fashion finds; they’re the kind of undergarments that slip on softly and make you smile knowing you’re wearing something special even if no one else sees it.This season, Primary unveils its Spring Collection in collaboration with South African label Nette Rose, celebrated for its joyful florals, intricate lacework, and small-batch artistry. Together, they’ve created pieces that feel both feminine and strong, colourful, romantic, and designed to move with you.

Beyond its thoughtful collections, Primary offers a complimentary virtual fitting service, bringing that same personal care to women across Australia. And with plans underway for a Melbourne flagship boutique in 2025, the brand continues to expand its mission: to make lingerie shopping effortless, inspiring, and inclusive.At its heart, Primary isn’t just about what you wear under your clothes it’s about how you feel in your own skin. Because when the fit is right, confidence follows.

Explore the collection at primarystore.com.au