Fable, the sustainably produced direct-to-consumer tableware brand out of Canada, has completed a $6.55 million Series A round to increase development across several key business verticals to fuel continued growth, product development and bring on key hires in addition to international expansion. The Series A round was led by Listen Ventures alongside True and other existing investor Sandpiper. This new round of funding will allow Fable to further their mission of elevating the at-home experience with sustainable and well-crafted collections.
After a successful debut last year, Fable will be broadening its glassware collection to include pieces for all occasions. Fable is also expanding its range of ceramics and exploring additional collaborations and partnerships in response to the excitement from their community. Fable recently partnered with California tastemaker Helen Owen, who shares Fable’s aesthetic, to launch the Cloud White collection, which sold out in key styles in the first few days. Fable is also re-introducing a seasonal hue from last summer and adding it to the permanent collection in response to popular feedback from Fable customers. To further house the growing demand for Fable collections, the brand will be opening a new Vancouver boutique in the swanky South Granville neighborhood which is over six times the size of their existing space and designed as a place for customers to experience to world of Fable in real life through curated events and experiences. Additionally, Fable will be expanding internationally with plans in place in the U.K.
Fable produces timeless and ethical home décor, creating and selling dinnerware and accessories with transparency about all aspects for each piece. Consumers are increasingly buying into products and brands that put sustainability and social purpose at the heart of operations – with more than three quarters of consumers saying they will discontinue relations with brands that treat communities, employees and the environment poorly.* Conscious consumerism sits right at the heart of Fable, which customers can easily review through the brand’s impact report on their website. Fable partners with Mealshare, a non-profit with a mission to end youth hunger in our lifetime. For every bundle sold, a meal is donated to a youth in need through Mealshare. In 2021, as a direct result of Fable purchases, over 21,000 meals were donated to youth in need.
At the close of the round, Joe Parenteau, Co-Founder and CEO of Fable said: “At Fable, we aim to create homeware that inspires everyday moments. We carved our niche with beautiful tableware, but we’re on a path to branch out to other areas of the home, creating decor that is as enjoyable as it is ethical. With the closing of this funding round, we’re excited to accelerate down this path. We’re quickly chasing our dream of making it easy and effortless to beautifully outfit the home, with a goal of seeing Fable in one million homes. Partnering with Listen Ventures, True, and Sandpiper Ventures was a no brainer—all are well-versed in consumer goods, retail, and branding, and we couldn’t be more thrilled to have them by our side. Over the next year, look out for Fable’s expansion into the UK, new retail locations, and exciting new products for all areas of the home.”
Mike Martin, Investment Principal, True adds: “Joe and the team are building a business with purpose at its heart, something that strongly aligns with our own beliefs at True and the many consumers who now expect more from brands. With Fable, consumers get the full package; beautiful fairly-priced craftmanship along with the knowledge that products have been made with a social conscience and sustainability in mind. For all these reasons and more, we’re excited to continue our partnership with Fable and adding value not only through our follow-on investment, but through the connections we can make across our community as the team looks to launch in the UK.”