Vertical Integration

Hello! We sent out a press release today announcing our merger with Cali Framing Supplies.

Both teams are very excited about the benefits that a vertically integrated e-commerce and production team can bring to our customers.

It’s been quite a ride so far and we can’t wait for the next chapter.

-Dara, Michael + Team Simply Framed


Press Release: Simply Framed to merge with Los-Angeles-based custom framing manufacturer, Cali Framing.

Cali Framing (“Cali”) signed a definitive agreement with Simply Framed™ on June 30th that will merge their complementary businesses to create one of the leading end-to-end online art printing and custom framing platforms in the United States. The terms of the transaction were undisclosed. Under the deal, Simply Framed will continue to operate as Simply Framed™ and utilize Cali Framing as their primary custom framing partner. Simply Framed will continue to produce certain orders in optimal locations throughout the United States, in an effort to reduce carbon emissions, based on the customer’s final order destination.

The deal will allow for Simply Framed’s full set of art printing and custom framing services to be fulfilled in a vertically integrated facility. This deal represents Cali Framing’s first major deal since its inception in 2009.

Simply Framed™ is a wholly-owned business, founded in January of 2014 and operated by Founder and co-CEO Dara Deshe. In the last year, Simply Framed brought their web development in-house and launched new services including Artist Storefronts and ListingsArtist Designed Gallery Walls and The Gift Shop. “Unlike most online businesses, we have always been focused on our Trade clients, artists and retailers, and have grown primarily via organic social media and word-of-mouth. Since inception, however, our biggest hindrance to growth has been our ability to successfully scale our operation.” said Deshe. “To finally be able to offer these clients additional services like expanded frame styles, pre-made inventory and art and frame storage is truly going to set us apart in the competitive custom framing market.”

For the two service providers, the deal seems tailor-made. “When we first met Dara in 2018, we had a feeling this merger might be in our future,” said Cali Framing co-founder Barry Kaufman. “Our expertise is almost entirely complementary and our teams have spent the last five years working together–prior to, during and post-Pandemic–to ensure we never sacrifice quality.”

Kaufman continued, “Under Dara’s leadership, Simply Framed has established themselves as a preeminent and pioneering brand in the online custom framing and art printing fulfillment, attracting notable national customers like West Elm, Pottery Barn and Brooklinen. We’re excited to partner with the Simply Framed team to invest in growing both companies, while preserving our shared value of putting the artist first.”

The teams have already begun work to align Simply Framed’s proprietary front-end frame design technology with Cali’s state of the art manufacturing facility. “As we work to further enhance our technology on the shop floor, our shared goal will be to pass these savings to both our customers and win new accounts. We are 100% focused on growth,” said Kaufman.

For Cali Framing co-founder Chaim Neuberg, this brings two high-caliber teams together. “We are delighted to combine Cali’s best-in-class production capabilities with Simply Framed’s front-end technology, as well as service their strategic national accounts.

Trost Advisors served as a transaction advisor to Cali Framing. Simply Framed was represented by Brownstein Hyatt Farber Schreck, LLP, based in Denver, Colorado. 

About Cali Framing

Located in California’s San Fernando Valley, Cali Framing is a fully integrated printing, framing, packing, and shipping solution, providing behind-the-scenes services for local, national, and international designers, artists, hospitality providers, and curators from top galleries and museums. Cali Framing can produce, preserve, and deliver any artistic vision at scale with care, speed, and precision. Cali Framing’s 50,000-square-foot production facility utilizes top-quality materials, including photo quality and fine art premium papers, canvas, vinyl, wall coverings, and more. With over three generations of experience, expert attention to detail, and industry-leading customer service, Cali Framing gives personal attention to every single project, ensuring artwork is presented exactly as the client envisioned. From art publishers and interior designers to retail stores, artists, and galleries, Cali Framing works behind the scenes to provide a full spectrum of framing services, from conservation archival framing for the most valuable works to value-engineered solutions for the budget-conscious buyer. 

About Simply Framed

Headquartered in Denver, Colorado and founded in January of 2014, Simply Framed is the easiest way to custom frame your art, photos, posters, certificates and textiles online. Because of their high-quality custom framing and printing services, easy to use website, and incomparable customer care, Simply Framed has a devoted Trade customer base of professional artists, photographers, designers, and retailers, as well as a thriving direct-to-consumer customer base. Simply Framed’s technology platform gives customers a shopping experience that combines the convenience of shopping online with the guided experience of being in a frame shop. It’s a professional-grade framing experience accessible by all, anytime, anywhere. 

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