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Success story


Home decorating brand enjoys rapid growth in their launch year with the help of high quality fulfilment.

Fullers Fulfilment

Lick is a modern home décor supplier, selling paint, wallpaper, decorating supplies and blinds online.

Co-founders Lucas London and Sam Bradley have a mission: to revolutionise the way people decorate their homes. The goal is to remove decision fatigue, light a creative spark, and boost D.I.Y. confidence.

Their stunning collection includes 53 carefully curated, environmentally friendly paint colours, 25 fine grade wallpapers designed in collaboration with artists such as Liberty open call winner Natasha Coverdale, along with quality tools for a professional finish.

The Lick signature of next-day delivery peel-and-stick samples (low waste), easy online consultations, and endless inspiration from interior designers and colour experts “let decorating come to you”.


Lick launched in March 2020; on the day the UK went into lockdown. With people spending all their time at home, the décor surrounding them came into sharp focus.

Simplicity is one of the main accents in Lick brand palette, so this fulfilment solution would need to echo the ease of their online customer experience – from sample supply through to final order. The vibrantly friendly yet coolly sophisticated shades of their personality would also need to be evident at every stage.

Sustainability is another defining aspect of their brand identity. Lick is committed to reducing their environmental impact. Their range includes only FSC-certified wallpaper, eco-friendly paints, supplies from a B-certified manufacturer, and they partner with 4ocean and One Tree Planted.


Lucas and Sam wanted their fulfilment and logistics arrangement to be a true partnership, not just a ‘service’. Lick would choose only one fulfilment provider to help them reach their growth potential – Fullers Fulfilment.

Both parties had to learn and act quickly to capitalise on the timely opportunity available. This culture of shared insight meant we could design a bespoke fulfilment solution that would impress Lick customers on both a practical and aesthetic level.

Paint and wallpaper samples (average of 5 per customer) were picked, packed and dispatched for next day delivery via Lick’s chosen courier. Sample take-up enabled us to forecast subsequent product orders and fulfil them economically and efficiently. The Lick team could view stock levels in real-time via our warehouse management system, helping them to monitor performance as their products hit sales in the thousands.

So rapid was Lick’s upward sales trajectory, we swiftly adapted our processes wherever necessary to keep that momentum going.

Packaging and communications matter to Lick’s style-conscious demographic. Our customer-focused approach to fulfilment means we never make these aspects an afterthought.

Wallpaper rolls and pain tins are protected in special packaging. We put a lot of thought and effort into the beautifully branded presentation of Lick’s orders too, occasionally including hand-written messages from them.

Fullers is striving towards a sustainability certification with EcoVadis, so we are keen to support Lick with their planet-friendly ethos.


  • Their average rating from their customers is 5 stars
  • Fullers have achieved over 99% or above on correct order fulfilment, enhancing customer satisfaction
  • With over 136k followers on Instagram, Lick’s unique brand has proved a major hit with DIY fans across the UK, as well as influencers, celebrities, and professional decorators
  • They caught the eye of leading online furniture brand, resulting in a partnership that will further increase their profile and popularity
We know Fullers is as invested as we are in creating the special customer experience that’s central to the Lick brand.

Since the first meeting with Tony and Paul, we have felt confident that Fullers Logistics is the right fulfilment company to help us achieve our goals. We are new to fulfilment but the Fullers team is always very happy to support us and answer our questions.

Their flexible, responsive approach and slick operations have meant they’ve been able to react quickly to increasing demand and roll with peaks and troughs as needed.

Due to the amazing growth that Lick has seen in year one, our fulfilment requirements have been much more substantial than we forecast initially. Fullers’ expertise means they simply take this in their stride, so our service levels are never compromised.

We know Fullers is as invested as we are in creating the special customer experience that’s central to the Lick brand.

Lucas London | Co-founder at Lick