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Online Custom Framer Simply Framed Expands Product Offering at West Elm


In Fall 2018, online custom framer Simply Framed expanded its product offering available exclusively at West Elm stores and The new collection emphasizes the importance of framed artwork in the curation of a modern home interior, and builds upon the success of the Fall 2016 collection, which included 4 signature styles of West Elm and Simply Framed frame kits.

Simply Framed pioneered the model of high-quality online custom framing under the direction of CEO and founder, Dara Segal. Segal was inspired to find a solution when encountering challenges in framing her own art collection, and launched her company in 2014 with the goal of making custom framing easy and affordable. All of Simply Framed’s frames are hand-assembled in the USA using only archival materials. The continued partnership underscores West Elm’s commitment to partnering with best-in-class makers in American communities. The two companies have also collaborated in support of the West Elm LOCAL program, with Simply Framed providing framing and printing for artists and makers, sold exclusively online at as part of the retailer’s program.

“Through our LOCAL program, we support emerging artists and makers by providing a platform to showcase their work to our audience of online shoppers. Simply Framed is supporting a selection of the LOCAL artists we sell online by providing quality frames that reflect the value of the artwork itself,” said Andres (Dru) Ortega, head of communications at West Elm. “The finishes and quality of the metal frames we added to the assortment this fall also complement our signature modern aesthetic and seasonal product introductions.”

The new collection offers 15 exclusively curated styles of frame kits available in sizes ranging from 16 x 20” to 30 x 40”. The selection includes oversized wood gallery frames in White, Black, Light Walnut, Dark Walnut, Natural, Antique Gold, Black and Gold, Antique Silver, and Warm Silver, and metal frames in Graphite, Silver, Silver Blackout, Matte Gold, Rose Gold, and Matte Black.

While Simply Framed offers a selection of custom made-to-order frames on their website,, the West Elm collection offers an assortment of Simply Framed frame kits, which are designed to be conveniently taken apart and reassembled so that customers can frame and switch out artwork at home. Frames can be used with or without the included mat, allowing 2 different size options for each frame. West Elm shoppers can order the frame kits online or via the retailer’s Design Crew Services in store, where sample kits of each frame finish are available for clients to see in person.

“West Elm has a rich history of collaborating with innovative brands and we’re thrilled to introduce new frames to their assortment of products once again,” said Segal. “It has been a real pleasure to work with the talented merchandising team at West Elm to deliver not only an expanded range of frame kits that suits their customers diverse design needs, but a tech-enabled custom framing solution within a flagship retailer at scale.”

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