Fromental announce three new showrooms in the United States – so our walls will sing from coast to coast

The ornate wall artists will kiss our interiors from Lexington Avenue to West Hollywood – and everywhere in between

Fromental designed wallpaper
(Image credit: Fromental, Untitled 1 in Sachs)

Few wallpapers hold the artistic flare of Fromental’s designs. Their distinct hues and creative patterns, drenched across the finest silks, are instantly associated with the British-born brand – which has since expanded across Russia, Asia, the Middle East, and the USA. And their American takeover has just gained further momentum after Fromental announced the launch of three new showrooms in New York and California. 

Yes, Fromental is about to rewrite wallpaper trends across Manhattan and So-Cal, after sharing that their new US flagship store will open on the fourth floor of the New York Design Center at 200 Lexington Avenue. 

The store will exhibit the ornate beauty of these hand-painted, hand-embroidered pieces of wall art in an exclusive space, where designers and consumers alike can enjoy the design in all its splendor. The New York branch will also have space for creatives to collaborate on boutique projects.

Blue and white mural by Fromental

(Image credit: Fromental by Nicole Fuller, Märchen in Krinkled White)

Discussing the New York showroom's opening, Fromental’s Creative Director and Co-Founder, Tim Butcher, shared how the team had ‘always dreamed of having our own space to present the scale of possibilities’ within their collections. ‘We have designed the new showroom as a gallery reflecting the artistry of our wallcoverings and allowing us to tell our Fromental story fully,’ he adds. 

Meanwhile, on the West Coast, Fromental has revealed plans to join Thomas Lavin’s showroom in both Los Angeles and Laguna Niguel in California. Thomas has a reputation for introducing international design brands to the creative Pacific coastline – and we expect this placement will transform wallpaper ideas across the Golden State – and beyond. While we’re inevitably excited to see Fromental grace Cali’s shores, Thomas Lavin is equally as excited about their new base. 

Fromental tropical mural with palm trees

(Image credit: Fromental, Shimla in Phoenix, Bold British Design)

‘We are so pleased to welcome Fromental to our family. I have been a fan of the company’s gorgeous wall coverings for years and look forward to helping the brand grow here in the southern California market,’ Thomas shares. 

Our living room ideas have just shifted to include these intricate designs at the very first opportunity. 

Fromental’s latest showrooms are based at 200 Lexington Ave, Suite 427 New York, NY 10016 / 8687 Melrose Ave. #B310, West Hollywood, CA 90069/ and 23811 Aliso Creek Rd. #139, Laguna Niguel, CA 92677.

Megan Slack
Head of Celebrity Style News

Megan is the Head of Celebrity Style News at Homes & Gardens. She first joined Future Plc as a News Writer across their interiors titles, including Livingetc and Real Homes, before becoming H&G's News Editor in April 2022. She now leads the Celebrity/ News team. Before joining Future, Megan worked as a News Explainer at The Telegraph, following her MA in International Journalism at the University of Leeds. During her BA in English Literature and Creative Writing, she gained writing experience in the US while studying in New York. Megan also focused on travel writing during her time living in Paris, where she produced content for a French travel site. She currently lives in London with her antique typewriter and an expansive collection of houseplants.