Fable
ActiveOverview
Fable is a direct-to-consumer brand producing artisan homeware, including dinnerware, drinkware, cutlery, serveware, rugs, planters, frames, wall art, lighting, and decor, with a focus on sustainability and ethical production.124 Headquartered in Vancouver, it designs products in Canada and manufactures them in Portugal, Belgium, or Japan, targeting customers seeking durable, minimal designs.124 The company achieved B-Corp certification in September 2022 and has expanded from e-commerce to physical retail stores in Toronto and Vancouver.24
History
Fable was co-founded in 2019 by Tina Luu in Vancouver, British Columbia, after she identified a gap in premium, simplified tableware options during a home move.124 It launched via e-commerce, quickly selling out inventory after an influencer endorsement.2 In 2021, the company opened retail stores in Toronto and Vancouver; it raised $8.4 million in Series A funding around 2023 for product expansion and European market entry, contributing to a total of $9.37M raised.12 Fable obtained B-Corp certification in September 2022.4
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Dinnerware (plates and bowls) | Sustainable artisan tableware | $150 - $800 |
| Drinkware (glasses) | Ethically crafted glassware | $100 - $400 |
| Cutlery (flatware sets) | Durable minimal design | $200 - $600 |
| Serveware (platters and bowls) | Artisan serving pieces | $150 - $500 |
| Rugs | Sustainable home flooring | $300 - $1,200 |
| Planters | Minimalist plant holders | $50 - $200 |
Manufacturing
Products are designed in Vancouver, Canada, and artisan-crafted in Portugal, Belgium, or Japan.124 Manufacturing emphasizes ethical practices, with 100% recyclable, plastic-free, FSC-certified packaging using non-petroleum dyes.2
Notable Products
- Artisan Dinnerware Sets - Sustainable plates and bowls handmade in Portugal for everyday use.
- Glassware Collections - Drinkware crafted in Belgium, focusing on durability and minimal aesthetics.
- Flatware Sets - Cutlery produced in Japan, emphasizing ethical production and longevity.
- Serveware Platters - Large serving pieces from artisan workshops in Europe for gatherings.
- Rugs - Sustainable, minimal rugs designed for modern homes.
Reputation
Fable is recognized by style-conscious consumers for its sustainable, artisan-crafted home goods that offer a simplified shopping experience and cohesive design.24 Professionals note its rapid growth, B-Corp certification, and funding success as indicators of strong market positioning in ethical DTC homeware.14 Some view its expansion to retail and international plans positively, though its UK subsidiary was dissolved in 2024.3