Grace Beauty Capital-backed children's clothing line Primary has collected series C funding from returning investors USVP and Homebrew Ventures.

Primary, a US-based children’s clothing line backed by cosmetics distributor Grace Beauty, has received $20m in a series C round co-led by venture capital firms US Venture Partners (USVP) and Homebrew Ventures, according to AlleyWatch.

Founded in 2015, Primary curates and sells children’s clothing through its e-commerce platform, with most items selling for below $25.

The clothes are made with quality cotton fabrics and come without sequins – due to the risk of ingestion – as well as branding logos and slogans.

Primary tends to select products with bold colour schemes with whimsical patterns and markets them without referencing traditional gender stereotypes.

The series C funding will aid Primary’s expansion, introducing new products and preparing for the launch of its adult clothing range in autumn 2019. Primary is also considering whether to sell its clothes through physical retail channels.

Grace Beauty Capital, a consumer-focused investment vehicle of Grace Beauty, backed Primary’s $8m series A round in 2016.

The round was led by USVP and also included Homebrew, Harrison Metal and undisclosed additional investors, and was followed by $19.8m in equity funding from unnamed backers in February 2018, according to a regulatory filing.

Filings also state Primary collected $4.7m in equity financing from two rounds in 2015.