Fable
Fable is a Vancouver-based direct-to-consumer brand designing and selling premium sustainable tableware, drinkware, rugs, and home decor, manufactured in Portugal, Belgium, and Japan, and sold via e-commerce, physical retail, and trade/wholesale channels to consumers and design/hospitality professionals.
- Company typePrivate
- Founded2017
- HeadquartersVancouver, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Fable does
Fable is a Vancouver-based direct-to-consumer brand that designs and sells premium, sustainable home goods — including dinnerware sets, glassware, cutlery, handwoven wool rugs, and a decor line of planters, lighting, candles, vases, and wall art. Products are designed in Vancouver and manufactured in Portugal, Belgium, and Japan, with an emphasis on toxin-free materials, dishwasher/microwave/oven-safe durability, and a Certified B Corporation sustainability positioning. The company does not operate proprietary technology in the AI/ML sense; its core technology stack is a Shopify-based e-commerce platform supporting multi-currency checkout (CAD/USD/GBP), a gift-messaging integration via GiftNote, and a physical/retail backend.
Fable monetizes through three streams: (1) one-time product sales across individual SKUs and customizable Build-Your-Own Bundles with up to 25% savings on 3+ items, (2) the Fable+ subscription at $40/month providing $40 in monthly store credit, 10% off full-price items, free shipping, early launch access, and member-only events, and (3) B2B Trade and Commercial/Wholesale channels serving interior designers, hospitality, and real estate staging customers. GTM is hybrid: DTC e-commerce shipping to Canada, US, and UK, supplemented by company-operated physical retail stores and a content-led community motion (The Nest blog, Instagram, Pinterest, TikTok, influencer/affiliate partnerships, PR in Forbes/Bazaar). Founded in 2017, Fable has raised approximately $11.8M CAD across a 2021 seed round (led by True) and a 2022 Series A (led by Listen Ventures) and operates with a stated 1-10 person team.
Fable firmographics
Firmographics- Name
- Fable
- Legal name
- Fable
- Website
- https://fablehome.co
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fable is a Vancouver-based direct-to-consumer brand designing and selling premium sustainable tableware, drinkware, rugs, and home decor, manufactured in Portugal, Belgium, and Japan, and sold via e-commerce, physical retail, and trade/wholesale channels to consumers and design/hospitality professionals.
- Ownership category
- akta.pro rank
Where Fable is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
Fable business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Product Sales (One-time): Direct-to-consumer sales of sustainable home goods including dinnerware, drinkware, rugs, and decor through the company's e-commerce platform. Products are sold as individual items and bundles.
- Fable+ Membership Subscription: Monthly subscription at $40/month providing store credit, discounts (10% off full-price items, extra 5% off sales), free shipping, early access to product launches, and member-only event invitations. First month is free.
- Trade/Commercial Sales: B2B sales through Trade Program and Commercial/Wholesale Sales channels for hospitality and interior design professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases ranging from home goods to premium tableware |
| Subscription | Monthly | Fable+ monthly subscription with member perks |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Fable product offering
Product offeringCore offering
Fable designs and sells premium, sustainable, toxin-free tableware, drinkware, handwoven wool rugs, and ceramic home decor items through a direct-to-consumer e-commerce platform and physical retail stores. Products are designed in Vancouver and manufactured in Portugal, Belgium, and Japan. The company also offers a recurring Fable+ membership subscription ($40/month) with store credit and discounts, plus Trade and Commercial wholesale programs for interior designers, hospitality, and large-volume buyers.
Product overview
Fable is a direct-to-consumer sustainable home goods brand offering a unified portfolio of tableware, drinkware, rugs, and decor products. The core offerings include the Dinnerware Set and Glassware Set as flagship products, complemented by Cutlery Sets and serveware accessories. The rug category features The Wool Rug and Linear Wool Rug in multiple sizes, while the decor line includes The Planter, lighting, candles, vases, and frames. The Bundle & Save program allows customers to build custom bundles across categories with savings up to 25%. The Fable+ membership program ($40/month) adds a subscription layer providing monthly store credit, exclusive discounts, and early access to new product launches. Products are designed in Vancouver and manufactured in Portugal, Belgium, and Japan, emphasizing sustainable and zero-waste practices.
Differentiator
Problem solved
Functional benefit
Products and services
- Dinnerware Set
Quantifiable outcome
- Thousands of 5-star reviews demonstrating customer satisfaction
- +1 more outcomes
Companies that use Fable
Customer profileSegments3 records
Ideal customer profiles3 records
Fable technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Fable partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Fable competitors and assessment
Company assessmentDirect peers
- Our Place: Our Place is a venture-backed DTC brand selling premium, design-forward cookware and tableware directly to consumers. Closely comparable to Fable in target customer, premium positioning, multi-category expansion, and direct-to-consumer e-commerce model.
- Made In: Made In is a DTC cookware and kitchenware brand selling premium knives, cookware, and tableware. Comparable to Fable in premium DTC positioning, chef-quality craftsmanship messaging, and restaurant-trade channel partnerships.
- East Fork: East Fork is a DTC pottery and dinnerware brand with a strong sustainability and community ethos. Comparable to Fable in artisan-made ceramics, B Corp-style values positioning, and direct-to-consumer dinnerware focus.
- Heath Ceramics: Heath Ceramics is a California-based maker of handcrafted tableware and tile sold through its own stores and trade channels. Comparable to Fable in premium ceramics craftsmanship, designer collaborations, and mix of retail plus trade/architectural clients.
- Food52: Food52 operates a DTC marketplace plus owned-brand products across home and kitchen, with strong content/community engine. Comparable to Fable in DTC home goods, curated brand portfolio, and content-driven acquisition.
Broad incumbents
- Crate & Barrel: Crate & Barrel is a large multi-category home furnishings retailer offering tableware, rugs, and decor across physical stores and e-commerce. Comparable to Fable in product categories and target customer but vastly larger scale and broader assortment.
- West Elm: West Elm is a national home furnishings retailer with strong sustainability messaging and trade program. Comparable to Fable in mid-to-premium home goods, sustainability positioning, and trade/designer channel.
- Williams Sonoma: Williams Sonoma is a leading premium home and kitchen retailer with multiple brands. Comparable to Fable in premium positioning and overlap in cookware/dinnerware category, though at much larger scale and assortment breadth.
- CB2: CB2 is Crate & Barrel's modern, design-forward sister brand focused on contemporary home furnishings and decor. Comparable to Fable in design-conscious millennial target customer and overlap in rugs and home accessories.
- Lenox Corporation: Lenox is an established premium tableware and dinnerware brand with broad retail distribution. Comparable to Fable in the dinnerware category, though operating at much larger scale via wholesale and department store channels rather than DTC.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Fable social profiles
Digital presenceFable compliance and trust
Trust signalCompliance1 record
Fable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fable leadership team
Management profileNumber of profiles
Profiles3 records
Fable funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fable M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fable
What does Fable do?
Fable designs and sells premium, sustainable, toxin-free tableware, drinkware, handwoven wool rugs, and ceramic home decor items through a direct-to-consumer e-commerce platform and physical retail stores. Products are designed in Vancouver and manufactured in Portugal, Belgium, and Japan. The company also offers a recurring Fable+ membership subscription ($40/month) with store credit and discounts, plus Trade and Commercial wholesale programs for interior designers, hospitality, and large-volume buyers.
Is Fable a public or private company?
Fable is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fable founded?
Fable was founded in 2017. It employs 1 to 10 people.
Where is Fable based?
Fable is headquartered in Vancouver, Canada, in the North America region.
How does Fable make money?
Three revenue lines are on record. Product Sales (One-time) is the primary driver. The others are fable+ Membership Subscription and trade/Commercial Sales.
Who are Fable's main competitors?
Direct peers on record are Our Place, Made In, East Fork, Heath Ceramics and Food52. Broad incumbents are Crate & Barrel, West Elm, Williams Sonoma, CB2 and Lenox Corporation.
Does Fable have an API?
No public API is recorded for Fable.