What fable does

Fable Pets, Inc. ("Fable") is a New York-based, privately held designer and marketer of premium pet gear founded in 2018 and operating primarily as a direct-to-consumer e-commerce brand at fablepets.com. The company's catalog spans the rest (Crate, Bed, Best Selling Rest Set), play (The Puffin™ Game, Falcon Toy), walk (Magic Link®, Signature Leash, Signature Collar), eat, grooming, gifting, and cat categories, with flagship SKUs including a furniture-grade dog crate marketed as a "den table," a hands-free multi-wear leash system, and an interactive treat-dispensing puzzle toy. Products are positioned as design-forward alternatives to commodity pet gear, earning average ratings of 4.3–4.5 stars across hundreds of reviews.

The business model is one-time purchase DTC e-commerce with no subscription component, supplemented by four additional distribution channels: wholesale distribution to retailers, a dedicated Corporate Gifting program for B2B buyers, the Fable Pets Hospitality Program for pet-friendly hotels, and affiliate/referral partnerships via ShareASale and ReferralCandy. Marketing relies on organic social (Instagram, TikTok, Facebook, Pinterest) anchored by the #RealFablePets user-generated content community, plus email capture, an interactive Pet Gear Quiz, and discount-led promotions. The company is small (1–10 employees), has raised $8.9 million in a Series A2 led by 14W with Female Founders Fund, Great Oaks Venture Capital, and Slow Ventures in December 2021, and has registered trademarks for Magic Link® and The Puffin™ Game.

Fable monetizes physical products rather than software or services, has no disclosed AI/ML capability, and competes primarily on aesthetics and brand identity rather than on technology or scale economics. Customer acquisition is concentrated in the United States (free US shipping on non-furniture items), with the wholesale, corporate gifting, and hospitality channels structured as global in scope but with no disclosed international volume.

Name

fable

Legal name

Fable Pets, Inc.

Website

https://fablepets.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Fable Pets is a premium direct-to-consumer pet gear brand offering design-forward products for dogs and cats across rest, play, walk, eat, and grooming categories. It serves individual pet owners via fablepets.com and supplements with wholesale, corporate gifting, and hotel hospitality programs.

Ownership category

akta.pro rank

Product category

Pet Products

NAICS

Pet and Pet Supplies Retailers (45991), Doll, Toy, and Game Manufacturing (33993)

SIC

Miscellaneous Furniture & Fixtures (2590), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Pet Bedding, Crates & Carriers Retail (CRALAHAF)

akta.pro secondary industries

Pet Toys & Enrichment Retail (CRALAHAE), Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)

Keywords

• Pet gear products
• Dog accessories
• Dog crates
• Pet toys
• Pet beds

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase of physical pet products through e-commerce storefront. Products include crates, toys, leashes, collars, beds, and accessories. No subscription mentioned.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Fable designs, manufactures, and sells premium, design-forward pet gear for dogs and cats, including crates, beds, leashes, collars, harnesses, toys, and treat-dispensing puzzles. Products are developed in collaboration with industrial designers and veterinary behaviorists, manufactured in small batches with premium materials, and sold primarily direct-to-consumer via the company's e-commerce site, with additional wholesale, hospitality, and corporate gifting channels.

Product overview

Fable is a pet products company offering a unified portfolio of stylish, functional pet gear organized across several collections: Rest (crates, beds, rest sets), Play (The Puffin™ Game, Falcon Toy), Walk (Magic Link®, Signature Leash, Signature Collar), Eat, Groom, and Gifting. The brand positions itself around solving real pet-owner problems with aesthetically designed products — the Crate doubles as a den table, the Magic Link® serves as a hands-free multi-wear leash, and The Puffin™ Game provides treat-dispensing entertainment. Products are sold individually and as bundled sets, with categories spanning dogs and cats.

Differentiator

Problem solved

Functional benefit

Products and services

• The Crate A signature pet crate designed in collaboration with an industrial designer and manufactured in small batches with premium materials; intended to function as durable, design-forward housing/crate for dogs and cats in modern homes.
• Signature Leash A hands-free dog leash designed for comfortable everyday walks; a core catalog staple in Fable's walking product line.
• Signature Collar A design-forward dog collar designed to pair with the Signature Leash; a core catalog staple in Fable's walking product line.
• Bed A premium pet bed included in Fable's Best Selling Rest Set bundle, designed for everyday comfort and rest for dogs and cats.
• Best Selling Rest Set A bundled set combining the Fable Crate and Bed, packaged as the company's featured best-selling bundle for rest and crate solutions.
• Falcon Toy A durable dog toy built for strong chewers and tug-of-war play, designed in Fable's signature minimalist style.
• The Puffin Game A treat-dispensing enrichment puzzle toy designed with veterinary behaviorists to engage dogs through problem-solving play.
• Magic Link A hands-free walking accessory designed to extend or link Fable's walking products, enabling easier multi-dog or hands-free walks.
• Corporate Gifting Program A B2B offering that allows companies to purchase Fable pet products in bulk as premium corporate gifts for employees, clients, or events.

Quantifiable outcome

• The Puffin Game features two treat cavities for quiet, self-directed play
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Hotel PartnersminorChannel Partner/ Reseller/ DistributorFable maintains a dedicated Hotel Partners program (Fable Pets Hospitality Program) to provide pet gear to pet-friendly hotels and hospitality businesses. Hotels can offer Fable products as amenities for guests traveling with pets.
• ReferralCandyminorGTM or Marketing PartnerFable uses ReferralCandy to power its customer referral program (Give $25 Get $25), enabling existing customers to refer friends and earn rewards.
• ShareASaleminorGTM or Marketing PartnerFable participates in the ShareASale affiliate network, allowing affiliates to earn commissions by promoting Fable products.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wild One: Wild One is a premium DTC pet brand offering stylish, design-forward dog gear (crates, beds, collars, leashes, toys) targeting design-conscious urban pet owners — nearly identical target customer, aesthetic positioning, and product mix to Fable.
• Bark (BarkBox / BarkShop): Bark operates BarkBox and BarkShop, a DTC pet brand focused on toys, treats, and gear with a strong community and content-driven marketing approach, overlapping significantly with Fable's Play and Walk categories and brand-led positioning.
• Tuft + Paw: Tuft + Paw is a DTC pet brand that designs premium, modern cat and dog furniture (cat trees, litter boxes, beds) emphasizing aesthetic integration with home decor — directly comparable to Fable's Crate 'den table' and bed products.
• West Paw Design: West Paw Design manufactures and sells durable, eco-friendly dog toys, beds, and accessories through its own e-commerce site and select retail. Comparable to Fable in premium positioning and direct-to-consumer strength in the pet toys/enrichment category.

Broad incumbents

• Chewy: Chewy is the largest online pet retailer in the US, offering a vast catalog across all pet gear categories including beds, crates, collars, leashes, and toys. It competes with Fable on assortment, price, and fulfillment speed but lacks Fable's premium design positioning.
• Petco: Petco is a national omnichannel pet retailer offering products across all major pet gear categories (rest, play, walk, eat, groom). Its scale, private-label brands, and store footprint make it a broad incumbent against which Fable's premium niche must compete.
• PetSafe (Radio Systems): PetSafe is a broad pet products brand offering training, containment, and lifestyle products across crates, doors, feeders, and toys. Comparable to Fable across multiple product categories but operates at much larger scale through retail distribution.

Emerging players

• PETKIT: PETKIT is a smart-pet brand offering connected feeders, water fountains, and lifestyle accessories with a premium design ethos. Comparable to Fable in its design-forward positioning and expansion from core products into broader lifestyle gear.
• Awkward Essentials: Awkward Essentials sells direct-to-consumer pet accessories with a focus on clever problem-solving products (e.g., the 'Bark Pouch'). It competes with Fable in the walk and play categories through differentiated, design-led innovation.
• Mighty Paw: Mighty Paw is a DTC pet brand focused on leashes, harnesses, collars, and training gear with an emphasis on functional design. Comparable to Fable's Walk category and shared premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fablepets
• Instagraminstagram.com/fablepets
• TikToktiktok.com/@fablepets?lang=en
• Pinterestpinterest.com/fablepets

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about fable