Co-founders Melik Belhadi and Etienne Delaune (Photo: Zahid Izzani/The Edge)
The ground floor of Bangsar Shopping Centre in Kuala Lumpur offers a variety of dining, drinking and shopping experiences to visitors. Situated near the entrance of the neighbourhood mall, a pristine space catches the eye despite its small size.
Given its minimalistic interior — white-and-beige tones blend with pale wooden floors and shelves, anchored by a large island counter in the middle — one might assume it is a high-end establishment or a wellness spa of some sort.
Since opening in mid-April, the store has received streams of curious customers, most of whom were surprised to find the refrigerators lining the walls filled with cheese. Rows of big wheels, chunky wedges and palm-sized discs are neatly wrapped in parchment paper.
As KL’s first cheese boutique, everything about Fromage exudes opulence. Co-founder Etienne Delaune says, however, that they do not want to be labelled as such. “We present it in a luxurious way, but the product itself is very grassroots.”
Formed through friendship, Fromage is helmed by Delaune, alongside Amine Chekali and Melik Belhadi, who have known each other since high school. Each has French les liens (ties) — Delaune is Malaysian-Chinese and French, and Chekali and Belhadi are French with Algerian roots.
“I think if you have a bit of French blood, you love cheese,” states Delaune, adding with a laugh: “When I visit my grandparents in France, my grandfather brings out a platter for breakfast, lunch and dinner.”
1.jpg
In France, the dairy product is a vital part of everyday life as both staple and delicacy. Although rich in saturated fat and sodium, speciality cheeses are highly nutritious when consumed in moderation, as they contain protein, calcium, phosphorus and vitamin B12. Delaune’s grandfather, who is healthy at 90, stands as a testimony.
“It is a common theme among expats here to say that ‘good’ cheese isn’t widely available,” explains Delaune. Some can be purchased from supermarkets, though they are usually not AOP (Appellation d’Origine Protégée) or DOP (Denominazione d’Origine Protetta). These regional protection labels indicate product origins and that the goods are made using traditional techniques. AOP is used for French and Swiss variants, whereas DOP is for Italian.
Fromage offers 30 to 40 types at once, bringing in new stock every two weeks. Most of them are French, bien sûr (of course), with the exception of three Italian kinds that are part of the regular line-up, alongside Manchego from Spain and Gruyère from Switzerland. Taste profiles range from deep, pungent and buttery to lighter notes similar to sliced and processed types or even Philadelphia cream cheese. Fromage’s showstopper is Comté, made from unpasteurised cow’s milk. Aged between 18 and 30 months, the curd develops its own profile with time, though it is mostly nutty with subtle earthy undertones. Other smash hits include the vibrant orange Mimolette, similar to the staple Cheddar; the mild and subtly sweet “Tom and Jerry”-esque Emmental; as well as the creamy and salty Raclette, often melted or scraped over carbs such as potato and bread.
If you have never seen those treated with ash, check out the Morbier, which has a horizontal black layer in the middle. From Italy and true to its name, the Sottocenere translates into “under ash” and is infused with black truffle slices. Another visually stunning variation is Tomme aux Fleurs, hand-coated in edible wildflowers and herbs.
2.jpg
“Unfortunately, it is not snobbery. It really just does taste completely different,” Delaune declares. The biggest distinction comes from the type of milk, production process and how it is aged. Some environments for maturing the cheese cannot be replicated, such as the limestone caves that store the Roquefort blue cheese.
Interestingly, none of the founders have an F&B background. Before moving to KL, Belhadi was based in Geneva, where he was involved in wealth management and finance. Chekali spent years launching businesses at Rocket Internet, helping bring platforms such as Lazada and Zalora to Southeast Asia. Delaune comes from the realm of marketing and start-up operations.
Their unique backgrounds bring a blend of skillsets to the table. Belhadi, the most knowledgeable among the trio, mostly works in-store, managing and training the staff, as well as sourcing the stock. As the CEO, Chekali heads most of the decision-making while Delaune helms marketing, focusing on setting up the brand’s website and e-commerce operations.
Fromage is also supported by Meilleur Apprenti de France 2020 winner Yanis Otmani. The annual competition recognises outstanding skills in manual trades and vocational professions, encompassing culinary arts, crafts and technical pursuits such as baking, jewellery making and carpentry. It was established for people under the age of 21, and titleholders are often sought out in their respective industries.
The expert cheesemonger has helped curate the culinary side of Fromage, advising the founders on all things cheese and mapping out a whole curriculum to follow. This includes what to source, which knives to use, and the right cutting as well as storing methods.
3.jpg
How do you prepare a cheese board? Ultimately, Otmani claims it comes down to balance, progression and respecting the structure of each component. The plate usually consists of different textures: soft and bloomy (Brillat-Savarin or Camembert), hard (Comté), semi-hard and funky (Morbier), and topped off with something bright or pungent like blue and goat milk cheese. The platter is then decorated with accompaniments: Crackers or bread hold up the dairy, while additions such as grapes, pickled walnuts, dried figs and honey or cured meats present sweet, acidic and spicy flavours that cut through all the creaminess.
Provisions are stored in a custom-made cold room built directly below the outlet.
That said, this venture does not cater only for the expatriate community. The men are adamant on sharing their love for the delicacy. “Malaysians are such adventurous eaters. You can get anything in KL, except a good cheese experience,” remarks Delaune.
The brand upholds its boutique experience, where the team takes customers through the different cheeses. Choices can be overwhelming, especially for first-timers, but the personalised approach removes any sense of intimidation, allowing guests to truly explore the diverse tangs while discovering the story behind each cheese. Many patrons show up already knowing what they want, but those who visit out of curiosity bring a sort of excitement to the team — witnessing how they react and comprehend profiles are all part of the cheer.
As the venture indulges in its warm welcome, the next chapter is filled with vital steps, including obtaining halal-certified cheese made with microbial rennet instead of those derived from animals.
“It truly is a joy to share this cheese with everyone, and we don’t want to exclude anyone,” Delaune stresses. In the meantime, customers can help themselves to the offerings of halal charcuterie and premium olive oil as Fromage strives towards becoming a provider for everyone’s ideal cheese board.
This article first appeared on June 22, 2026 in The Edge Malaysia.
