Primal’s The Brand Story

Parent company Primal Wear Inc have been operating on the market for over a decade, but Primal Europe is a relatively young branch formed in 2011.

Founder Judith Smith first came across Primal in 2010 when she was looking to outfit a team of twelve riders with their custom kit. Interest grew, and soon they’d created a cycling club in Plymouth – RUTrainingToday – with over 60 members all kitted out in Primal’s gear.

By 2011, it seemed clear that there was enough demand to warrant a separate business, and Primal Europe was born, fronted by Judith who was looking for outlets of creativity as she raised a young family whilst her husband James served in the navy.

The snowball had begun, and eventually James became a part of the organisation, the extra body being just what was needed to further the evolution. Now, Primal Europe offer a wide range of kit for roadies, mountain bikers and commuters, as well as printing custom designs for cycling teams, clubs, and corporate groups. Recently they announced as 58 per cent growth year on year. It’s fair to say Primal Europe is going places.

Primal pride themselves on their inclusivity – the wide range really does offer something for every type of rider. Describing their ethos, they say: “Some of us are weekend warriors. Some of us are serious athletes. Some of us like to jump off things other people call cliffs. But we all share one thing. We worship at the temple of raw, wild fun.”

That much is reflected in the kit – relaxed gear with goofy designs, more athletic kit with flashes of colour that’s bold and proud – and all of it is equally available to men and women.

“Women’s sales have always been really strong for us. Not only do we have a vast range of amazing designs, but we also have a vast range of products to fit all sizes and shapes of women as well.”

Primal take into account what women want in their kit – as Judith explains: “Women’s sales have always been really strong for us. Not only do we have a vast range of amazing designs, but we also have a vast range of products to fit all sizes and shapes of women as well. So if you like a relaxed fit, a race fit or even some yoga or exercise pants we have it all in sizes XS to 2X, even 3X in some products.”

The inclusively and level of offering hasn’t gone unnoticed – speaking about their wide female audience, James Smith tells us: “Women are on the whole pretty brand loyal – they know Primal has been producing cycling clothing for women way before anyone else took it seriously.”

Discussing the early days of the company, Judith tells us: “I didn’t really think about being nervous or worried at the time, we were too busy travelling with our team. The business side happened so quickly and naturally. The last 4 years have whizzed by. I have learnt so much on this journey, but there is always more to cram in. I just have to make sure nothing else falls out in the process!”