True leads $2.7m USD seed round in sustainable home accessories business Fable

We have invested in Fable Home, an exciting Canadian home accessories business – which sells beautiful dinnerware staples with a strong sustainability ethos. We led a $2.7m seed round, alongside Sandpiper VC and Mavan Capital, with funds primarily designated to expand the reach of the business globally, and develop ever more enticing new products.

True leads $2.7m USD seed round in sustainable home accessories business Fable

News / 4 Aug 2021

We have invested in Fable Home, a Canadian home accessories business, selling beautiful, sustainable dinnerware staples after leading a $2.7m seed round, alongside Sandpiper VC and Mavan Capital with funds primarily designated to support international expansion and new product development.

Fable produces simple, timeless and responsible home décor, creating and selling dinnerware and accessories, predominately through its ecommerce platform. With the rise of conscious consumerism – an Accenture report has found that 60% of consumers have been making more environmentally friendly, sustainable or ethical purchases since the pandemic began – and the increased demand for higher quality products, Fable is poised to capitalise on significant shifts in consumer behaviour and presents an exciting opportunity for us.

Joe Parenteau, CEO & Co-founder of Fable adds: “We’re excited to partner with True, given our shared passion for trying to do business better. Of course, we’re equally excited about True’s extensive consumer and retail network that will undoubtedly unlock value for our business going forward, especially as we look to set-up in new geographies and onboard new talent”.

“As people have spent more time at home during the pandemic, consumers have increasingly sought to invest in the home versus other categories. We believe this trend will continue as the boundaries between work and home become more fluid. Not only do we believe that Fable’s products are great quality, designed well and built to last, but the Fable team has pledged to only partner with businesses that put people and planet first – the direction that we believe consumers want businesses to take. True is equally committed to these values and we’re wholly supportive of Fable’s pending B Corporation certification. Having been through the B Corp assessment ourselves we will support Joe & the team through the application stages, as well as make introductions across our network to fuel the next stage of their growth,” comments Claire Cherry, Investment Principal True.

The investment in Fable adds to a growing collection of homeware brands across the early-stage fund, having recently invested in luxury bedding business Bedfolk and sustainable paint brand COAT. Coupled with our experience from ownership of online furniture retailer The Cotswold Company, which sits in its private equity portfolio, and its long-standing partnerships with John Lewis & Partners and HomeSense-owners TJX, there is an arsenal of relevant and valuable category knowledge across the team.

Take a look at our other portfolio brands here: