Two former Diapers.com executives today launched Primary Kids Inc., an online-only children’s clothing retailer that works directly with manufacturers, rather than with wholesalers.

The vertically integrated approach, which cuts wholesalers out of the supply chain in an attempt to keep prices low, echoes the approach of online-only retailers such as eyeglass retailer Warby Parker Retail Inc. and mattress retailer Caspar.com. Primary Kids says all products will be priced under $25.

“In our mothers’ day, if you couldn’t find what you were looking for, you made it yourself,” says a note on the retailer’s site. “So, that’s what we did. But instead of a sewing machine, we used our experience from Diapers.com and our passion for simplicity to create the go-to we’d been looking for—a brand that we (and other parents) could love.”

The name Primary is a reference to the aim of the retailer’s co-founders, Galyn Bernard and Christina Carbonell, to make the site the first place parents look to buy children’s clothes. The site’s clothing is simple—it avoids trends—with plain colored T-shirts and pajama pants. 

Bernard and Carbonell founded Primary after working together at Diapers.com parent company Quidsi, which is owned by Amazon.com Inc. Before joining Quidsi in 2010, Bernard held financial, strategic and marketing roles at Morgan Stanley, The Walt Disney Co., Kraft Foods Group Inc. and Cole Haan, according to Bloomberg Business. Carbonell worked as a brand manager at Kraft Foods prior to joining Quidsi, according to her LinkedIn profile.