Silk Plaster is on the shelves at Leroy Merlin France
Our liquid wallpaper is now listed at Leroy Merlin France under the French name enduit de coton. Ten colours, a primer and a trowel, in the stores and on leroymerlin.fr. Then a creator video went past a million views and our inbox stopped being manageable.
What you can actually buy in France
The range went live on leroymerlin.fr and in the pilot stores across July and August 2026.
Optima, Sand and Dune are the matt ranges, seven colours in total: white, beige, light grey and dark grey. Art Design is the satin one with a visible shimmer, in white, ecru and pearl beige. Alongside them sit our SP Primer as a sous-couche and the transparent trowel, which is the piece that makes the whole thing possible for someone who has never done it before.
Fourteen stores carry the range in this first phase, plus the full assortment online. Every pack is rated A+ for indoor air emissions and carries French instructions on the back.
Six months, and most of it was paperwork
The fun version of this story is about a video. The honest version is mostly about spreadsheets.
It started on TikTok, of all places. Our own team had been making trend videos of the mixing, the trowel and the reveal, and that is what set the whole thing in motion. What came after was a lot less cinematic: a cooperation offer in February 2026, a run of video calls with the wall décor category team at Leroy Merlin France, then the supplier account, the contract, a referencing matrix, thirty-one products cut down to eleven, test reports read line by line by the quality team, logistics data for their central warehouse, and product records typed in field by field in Leroy Merlin’s internal tools. Months of it. Nobody films this part.
On 3 July the first pallets left our warehouse in Riga. By coincidence it was also the last working day of the Leroy Merlin category manager who had carried the project from the first call through to the first purchase order. The reply came back the same afternoon:
“It’s great to see the project coming to fruition with the shipment of the product pallets. A wonderful parting gift for me.”
The pallets were signed for at the central distribution centre on 15 July, and the stores started putting the range out from 20 July.
The product changed on the way to France
Not everything on the pack was our idea, and the range is better for it.
There are French instructions on the back of every pack now, redrafted five times with the category team and the quality engineer for decorative products until the coverage figures, the pictograms and the regulatory wording were all correct. The front sticker says “Fabriqué en Europe” instead of “Fabriqué en UE”, because it reads more clearly to a French customer. That request arrived after the print order had already gone out; we changed it anyway.
We added SP Primer to the range so that what sits on the shelf is a complete system rather than almost one. And the merchandising panel, 85 cm high by a metre wide, carries real material samples on the label holders so people can put their fingers in the fibres before they decide.
That last one turned out to matter more than anything printed on the box.
The store teams were right about the packaging
One of the stores wrote to us early on with a blunt piece of feedback. Looking at the pack alone, the team there couldn’t judge the colour. They were right, and it’s the reason the sample kits exist in the first place: something like 98% of our sales happen after somebody has touched the material. New kits went out on priority delivery and were on the shelf there two days later.
In another store, someone chased down a sample box the courier had failed to deliver and had it on display the morning it arrived. Not one of those conversations was about price. They were all about getting the material in front of people’s hands.
Then the video
Leroy Merlin France ran the launch with the DIY creator @juste_cree_le. The collaboration reel is a woman in dungarees mixing a bucket of what honestly looks like porridge, then spreading it on a wall. It went past a million views.
@leroymerlin ran it across a full day of stories and let the audience do the talking:
Then it spread without anyone paying for it. @marie.myhome found the packs in her local store and posted them as a discovery rather than an ad:
What came next was the part we weren’t ready for. Homeowners near Lyon asking where to buy it. Decorators in Paris asking about delivery times. A contractor asking whether the wall needs sanding first. (Usually not. Clean, dry and sound is enough.)
Why a French DIY chain took on a category that didn’t exist there
Liquid wallpaper is an ordinary product in the Baltics and still a curiosity in Western Europe. That gap is why we’re here.
It goes on with a trowel instead of a paste table, it has no seams, and it hides a tired wall that a roll of paper would only make look worse. It’s cotton and cellulose rather than vinyl, which matters to a lot more people now than it did ten years ago. For a retailer it fills a shelf between paint and wallpaper that not much else occupies.
France was the test of whether that travels west. A month in, it looks like it does.
If you sell wall finishes, now is a good time to talk to us
We’re getting more enquiries than at any point in the company’s history, and we’re opening partnerships in DIY retail, distribution and the professional trade.
For DIY and retail: Liquid Wallpaper, Rubber Paint, Mixart.
For professionals: Microcement, Travertino slaked-lime plaster, Marmorino Carrara.
Tell us which country you sell in and we will send the right catalogue and prices.
eu@silkplaster.eu · +371 20 700 222
SIA SILK PLASTER GROUP, Spilves 6B, Riga LV-1055, Latvia. We have been making liquid wallpaper and eco-friendly decorative wall coatings since 1997 and sell in more than 40 countries.
