diff --git a/src/main/scala/astrac/boxtables/Config.scala b/src/main/scala/astrac/boxtables/Config.scala
index fb70e6e..91303ce 100644
--- a/src/main/scala/astrac/boxtables/Config.scala
+++ b/src/main/scala/astrac/boxtables/Config.scala
@@ -1,8 +1,6 @@
 package astrac.boxtables
 
-case class RowsConfig[Primitive](theme: Theme[Primitive],
-                                 sizing: Sizing,
-                                 formatter: GenericFormatter[Primitive])
+case class RowsConfig[Primitive](theme: Theme[Primitive], sizing: Sizing)
 
 case class TableConfig[Primitive](
     main: RowsConfig[Primitive],
diff --git a/src/main/scala/astrac/boxtables/GenericAutoRow.scala b/src/main/scala/astrac/boxtables/GenericAutoRow.scala
index ba89c46..134178f 100644
--- a/src/main/scala/astrac/boxtables/GenericAutoRow.scala
+++ b/src/main/scala/astrac/boxtables/GenericAutoRow.scala
@@ -57,4 +57,8 @@ object GenericAutoRow {
 
   def derive[Primitive, Model](implicit r: GenericAutoRow[Primitive, Model])
     : GenericRow[Primitive, Model] = apply
+
+  def formatted[Primitive, Model](f: GenericFormatter[Primitive])(
+      implicit r: GenericAutoRow[Primitive, Model])
+    : GenericRow[Primitive, Model] = derive[Primitive, Model].format(f)
 }
diff --git a/src/main/scala/astrac/boxtables/GenericCell.scala b/src/main/scala/astrac/boxtables/GenericCell.scala
index cd7e429..ea14e4a 100644
--- a/src/main/scala/astrac/boxtables/GenericCell.scala
+++ b/src/main/scala/astrac/boxtables/GenericCell.scala
@@ -4,6 +4,10 @@ import cats.Contravariant
 
 trait GenericCell[Primitive, Model] {
   def content(a: Model): Primitive
+  def formatter: GenericFormatter[Primitive]
+
+  def format(f: GenericFormatter[Primitive]): GenericCell[Primitive, Model] =
+    GenericCell.instance(content, f)
 }
 
 object GenericCell {
@@ -12,9 +16,11 @@ object GenericCell {
     : GenericCell[Primitive, Model] = c
 
   def instance[Primitive, Model](
-      f: Model => Primitive): GenericCell[Primitive, Model] =
+      f: Model => Primitive,
+      fmt: GenericFormatter[Primitive]): GenericCell[Primitive, Model] =
     new GenericCell[Primitive, Model] {
-      def content(a: Model) = f(a)
+      override def content(a: Model) = f(a)
+      override lazy val formatter = fmt
     }
 
   implicit def contravariant[Primitive]
@@ -22,6 +28,6 @@ object GenericCell {
     new Contravariant[GenericCell[Primitive, ?]] {
       override def contramap[A, B](fa: GenericCell[Primitive, A])(
           f: B => A): GenericCell[Primitive, B] =
-        GenericCell.instance(b => fa.content(f(b)))
+        GenericCell.instance(b => fa.content(f(b)), fa.formatter)
     }
 }
diff --git a/src/main/scala/astrac/boxtables/GenericFormatter.scala b/src/main/scala/astrac/boxtables/GenericFormatter.scala
index 082f3e0..a37abc7 100644
--- a/src/main/scala/astrac/boxtables/GenericFormatter.scala
+++ b/src/main/scala/astrac/boxtables/GenericFormatter.scala
@@ -1,6 +1,5 @@
 package astrac.boxtables
 
 trait GenericFormatter[Primitive] {
-  def space: Primitive
   def apply(s: Primitive)(w: Int): List[Primitive]
 }
diff --git a/src/main/scala/astrac/boxtables/GenericRow.scala b/src/main/scala/astrac/boxtables/GenericRow.scala
index 30cd3f4..070ad4f 100644
--- a/src/main/scala/astrac/boxtables/GenericRow.scala
+++ b/src/main/scala/astrac/boxtables/GenericRow.scala
@@ -5,8 +5,14 @@ import cats.syntax.contravariant._
 
 sealed trait GenericRow[Primitive, Model] {
   def cells: List[GenericCell[Primitive, Model]]
-  def contents(model: Model): List[Primitive] = cells.map(_.content(model))
   lazy val columns: Int = cells.size
+
+  def format(f: GenericFormatter[Primitive]): GenericRow[Primitive, Model] =
+    GenericRow.instance(cells.map(_.format(f)))
+
+  def formatByIndex(
+      f: Int => GenericFormatter[Primitive]): GenericRow[Primitive, Model] =
+    GenericRow.instance(cells.zipWithIndex.map(ci => ci._1.format(f(ci._2))))
 }
 
 object GenericRow {
diff --git a/src/main/scala/astrac/boxtables/algebra/Line.scala b/src/main/scala/astrac/boxtables/algebra/Line.scala
index 4943838..79d0ddd 100644
--- a/src/main/scala/astrac/boxtables/algebra/Line.scala
+++ b/src/main/scala/astrac/boxtables/algebra/Line.scala
@@ -10,24 +10,25 @@ import cats.syntax.traverse._
 import Sizing._
 
 trait Line[Primitive, Model] {
+  implicit val PrimitiveSupport: PrimitiveSupport[Primitive]
   implicit def Primitive: Monoid[Primitive]
   implicit def Model: GenericRow[Primitive, Model]
 
-  val formatter: Rows[Primitive, GenericFormatter[Primitive]] = Rows.formatter
+  import PrimitiveSupport._
+
   val sizing: Rows[Primitive, Sizing] = Rows.sizing
   val theme: Rows[Primitive, Theme[Primitive]] = Rows.theme
 
   def transpose(
-      ls: List[List[Primitive]]): Rows[Primitive, List[List[Primitive]]] =
-    formatter.flatMap { f =>
-      val w = ls.map(_.size).max
-      ls.zipWithIndex
-        .traverse {
-          case (l, i) =>
-            cellWidth(i).map(cw => l.padTo(w, Primitive.combineN(f.space, cw)))
-        }
-        .map(_.transpose)
-    }
+      ls: List[List[Primitive]]): Rows[Primitive, List[List[Primitive]]] = {
+    val w = ls.map(_.size).max
+    ls.zipWithIndex
+      .traverse {
+        case (l, i) =>
+          cellWidth(i).map(cw => l.padTo(w, Primitive.combineN(space, cw)))
+      }
+      .map(_.transpose)
+  }
 
   def boundedSpace(w: Int): Rows[Primitive, Int] = theme.map { t =>
     math.max(0,
@@ -118,29 +119,26 @@ trait Line[Primitive, Model] {
       .flatMap(identity)
 
   def contentLine(contents: List[Primitive]): Rows[Primitive, Primitive] =
-    for {
-      t <- theme
-      f <- formatter
-      l <- line(t.margins.fill.l,
-                t.borders.l,
-                t.padding.fill.l,
-                contents,
-                t.dividers.v.getOrElse(f.space),
-                t.padding.fill.r,
-                t.borders.r,
-                t.margins.fill.r)
-    } yield l
+    theme.flatMap { t =>
+      line(t.margins.fill.l,
+           t.borders.l,
+           t.padding.fill.l,
+           contents,
+           t.dividers.v.getOrElse(space),
+           t.padding.fill.r,
+           t.borders.r,
+           t.margins.fill.r)
+    }
 
   def paddingLine(p: Primitive): Rows[Primitive, Primitive] =
     for {
       t <- theme
       cs <- fillCells(p)
-      f <- formatter
       l <- line(t.margins.fill.l,
                 t.borders.l,
                 p,
                 cs,
-                t.dividers.v.getOrElse(f.space),
+                t.dividers.v.getOrElse(space),
                 p,
                 t.borders.r,
                 t.margins.fill.r)
diff --git a/src/main/scala/astrac/boxtables/algebra/PrimitiveSupport.scala b/src/main/scala/astrac/boxtables/algebra/PrimitiveSupport.scala
new file mode 100644
index 0000000..40fd822
--- /dev/null
+++ b/src/main/scala/astrac/boxtables/algebra/PrimitiveSupport.scala
@@ -0,0 +1,16 @@
+package astrac.boxtables
+package algebra
+
+trait PrimitiveSupport[Primitive] {
+  def space: Primitive
+}
+
+object PrimitiveSupport {
+  def instance[Primitive](s: Primitive): PrimitiveSupport[Primitive] =
+    new PrimitiveSupport[Primitive] {
+      override lazy val space = s
+    }
+
+  implicit val stringSupport: PrimitiveSupport[String] =
+    instance(" ")
+}
diff --git a/src/main/scala/astrac/boxtables/algebra/Rows.scala b/src/main/scala/astrac/boxtables/algebra/Rows.scala
index 21cec56..d9ad241 100644
--- a/src/main/scala/astrac/boxtables/algebra/Rows.scala
+++ b/src/main/scala/astrac/boxtables/algebra/Rows.scala
@@ -4,9 +4,6 @@ package algebra
 import cats.data.Reader
 
 object Rows {
-  def formatter[Primitive]: Rows[Primitive, GenericFormatter[Primitive]] =
-    Reader(_.formatter)
-
   def sizing[Primitive]: Rows[Primitive, Sizing] =
     Reader(_.sizing)
 
diff --git a/src/main/scala/astrac/boxtables/algebra/Table.scala b/src/main/scala/astrac/boxtables/algebra/Table.scala
index ddba963..37a3048 100644
--- a/src/main/scala/astrac/boxtables/algebra/Table.scala
+++ b/src/main/scala/astrac/boxtables/algebra/Table.scala
@@ -45,18 +45,15 @@ trait Table[Primitive, Model] extends Line[Primitive, Model] {
       List.fill(t.padding.space.b)(paddingLine(t.padding.fill.b)).sequence
   }
 
-  def row(model: Model): Rows[Primitive, List[Primitive]] = formatter.flatMap {
-    f =>
-      val contents = Model.contents(model)
-
-      val contentLines = contents.zipWithIndex
-        .traverse {
-          case (c, i) => cellWidth(i).map(f(c))
-        }
-        .flatMap(transpose)
-        .flatMap(_.traverse(contentLine))
-
-      paddingTop |+| contentLines |+| paddingBottom
+  def row(model: Model): Rows[Primitive, List[Primitive]] = {
+    val contentLines = Model.cells.zipWithIndex
+      .traverse {
+        case (c, i) => cellWidth(i).map(c.formatter(c.content(model)))
+      }
+      .flatMap(transpose)
+      .flatMap(_.traverse(contentLine))
+
+    paddingTop |+| contentLines |+| paddingBottom
   }
 
   lazy val tableStart = topMargin |+| topBorder
@@ -78,8 +75,10 @@ trait Table[Primitive, Model] extends Line[Primitive, Model] {
 object Table {
   implicit def instance[Primitive, Model](
       implicit monoid: Monoid[Primitive],
-      modelRow: GenericRow[Primitive, Model]): Table[Primitive, Model] =
+      modelRow: GenericRow[Primitive, Model],
+      support: PrimitiveSupport[Primitive]): Table[Primitive, Model] =
     new Table[Primitive, Model] {
+      implicit val PrimitiveSupport = support
       implicit val Primitive = monoid
       implicit val Model = modelRow
     }
diff --git a/src/main/scala/astrac/boxtables/string/Formatter.scala b/src/main/scala/astrac/boxtables/string/Formatter.scala
index d6aa77c..fbefc53 100644
--- a/src/main/scala/astrac/boxtables/string/Formatter.scala
+++ b/src/main/scala/astrac/boxtables/string/Formatter.scala
@@ -5,8 +5,6 @@ trait Formatter extends GenericFormatter[String]
 
 object Formatter {
   val withWordBoundaries: Formatter = new Formatter {
-    override val space = " "
-
     private def breakLine(w: Int)(s: String) = {
       val (lines, last) = s
         .split(" ")
@@ -34,7 +32,6 @@ object Formatter {
   }
 
   val basic: Formatter = new Formatter {
-    override val space = " "
     override def apply(s: String)(w: Int): List[String] =
       if (w == 0) Nil
       else
diff --git a/src/main/scala/astrac/boxtables/string/Specialisations.scala b/src/main/scala/astrac/boxtables/string/Specialisations.scala
index 12726ad..77fe786 100644
--- a/src/main/scala/astrac/boxtables/string/Specialisations.scala
+++ b/src/main/scala/astrac/boxtables/string/Specialisations.scala
@@ -3,12 +3,16 @@ package string
 
 object Cell {
   def apply[Model: Cell]: Cell[Model] = implicitly
-  def instance[Model](f: Model => String): Cell[Model] = GenericCell.instance(f)
+  def instance[Model](f: Model => String,
+                      formatter: Formatter = Formatter.basic): Cell[Model] =
+    GenericCell.instance(f, formatter)
 }
 
 object AutoRow {
   def apply[Model: AutoRow]: Row[Model] = implicitly[AutoRow[Model]].row
   def derive[Model: AutoRow]: Row[Model] = AutoRow[Model]
+  def formatted[Model: AutoRow](f: Formatter): Row[Model] =
+    AutoRow[Model].format(f)
 }
 
 object Row {
diff --git a/src/main/scala/astrac/boxtables/string/Tables.scala b/src/main/scala/astrac/boxtables/string/Tables.scala
index 852369c..9ed2c6f 100644
--- a/src/main/scala/astrac/boxtables/string/Tables.scala
+++ b/src/main/scala/astrac/boxtables/string/Tables.scala
@@ -8,13 +8,12 @@ object Tables {
 
   def simple[F[_]: Foldable, Model](data: F[Model],
                                     sizing: Sizing,
-                                    theme: Theme[String],
-                                    formatter: Formatter = Formatter.basic)(
+                                    theme: Theme[String])(
       implicit algebra: Table[String, Model]
   ): String =
     Templates
       .simple(data)
-      .run(TableConfig(RowsConfig(theme, sizing, formatter)))
+      .run(TableConfig(RowsConfig(theme, sizing)))
       .mkString("\n")
 
   def withHeader[F[_]: Foldable, Header, Model](
@@ -64,9 +63,8 @@ object Tables {
     withHeader(
       h,
       as,
-      TableConfig[String](
-        main = RowsConfig(Themes.markdownMain, sizing, Formatter.basic),
-        header =
-          Some(RowsConfig(Themes.markdownHeader, sizing, Formatter.basic)))
+      TableConfig[String](main = RowsConfig(Themes.markdownMain, sizing),
+                          header =
+                            Some(RowsConfig(Themes.markdownHeader, sizing)))
     )
 }
diff --git a/src/test/scala/astrac/boxtables/RowSpec.scala b/src/test/scala/astrac/boxtables/RowSpec.scala
index cd34d88..0eedc7f 100644
--- a/src/test/scala/astrac/boxtables/RowSpec.scala
+++ b/src/test/scala/astrac/boxtables/RowSpec.scala
@@ -20,7 +20,9 @@ class RowSpec extends CatsSuite {
         case Some(v) => v
       }
       .take(equalitySamples)
-      .forall(e => a.contents(e) == b.contents(e))
+      .forall(e =>
+        a.cells.map(_.content(e)) == b.cells.map(_.content(e)) &&
+          a.cells.map(_.formatter) == b.cells.map(_.formatter))
   }
 
   checkAll("Row.ControvariantMonoidalLaws",
diff --git a/src/test/scala/astrac/boxtables/string/TablesSpec.scala b/src/test/scala/astrac/boxtables/string/TablesSpec.scala
index d840baa..5e259bd 100644
--- a/src/test/scala/astrac/boxtables/string/TablesSpec.scala
+++ b/src/test/scala/astrac/boxtables/string/TablesSpec.scala
@@ -140,20 +140,20 @@ class TablesSpec extends Properties("Tables") {
             User("Billy Pilgrim", 20, false, Counters(5, 7)),
             User("Mandarax", 3, true, Counters(10, 0))
           ))
-        .run(RowsConfig(testTheme, Sizing.Equal(w), Formatter.basic))
+        .run(RowsConfig(testTheme, Sizing.Equal(w)))
 
       lines.forall(_.size == w)
     }
 
   property("TableWithWordBoundariesFormatter") = {
-    implicit val tupleRow: Row[(String, String, String)] = AutoRow.derive
+    implicit val tupleRow: Row[(String, String, String)] =
+      AutoRow.formatted(Formatter.withWordBoundaries)
 
     val tbl = Tables.simple(
       List.fill(2)(
         (Examples.loremIpsumShort, Examples.loremIpsum, Examples.loremIpsum)),
       Sizing.Weighted(60, List(2, 3, 4)),
-      Themes.singleLineAscii,
-      Formatter.withWordBoundaries
+      Themes.singleLineAscii
     )
 
     tbl == Examples.tableWordBoundariesFormatter