Fable Home Accessories: True. Leads A $2.7M USD Seed Round

True. (the retail investment firm) has invested in Fable Home, – the Canadian home-accessories business (which sells beautiful, sustainable dinnerware staples).

True led the $2.7m (USD) seed round alongside Sandpiper VC and Mavan Capital, – with the funds primarily going towards supporting Fable’s international expansion, and new product development.

With the rise of conscious consumerism, Fable is poised to capitalise on the recent, significant shifts in consumer behaviour: Claire Cherry, (an Investment Principal True.) said: “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 our planet first, which is the direction we believe that consumers want businesses to take. True. is equally committed to these values, and we’re wholly supportive of Fable’s pending B-Corporation certification,” she added.

True.’s investment into Fable adds to a growing collection of homeware brands across their early-stage fund, having recently invested in the luxury bedding business, Bedfolk, and the sustainable paint brand, COAT

Fable was set up by Max Tims, Joe Parenteau, and Tina Luu. Prior to launching Fable, Joe Parenteau previously worked at a few tech start-ups as a Director of Operations, – where he led operation teams.

Fable produces simple, timeless, and responsible home décor: they create and sell dinnerware and other accessories (primarily through their website). Fable is a clever table top solution for those seeking a one-stop shop for our newly evolving living environments. The Founders searched meticulously for artisans that understood long-lasting craft, whilst being low-impact and eco-conscious. 

Committed to being a zero-waste company that ONLY partners with makers who prioritize exceptional craft, ethical employment, and that use recycled clay, Fable lives by its’ eco-friendly packaging, and they’re fully-transparent with their community. Designed in Vancouver and crafted in Portugal, the responsibly-produced collection includes ceramic dinnerware, and flatware, – with an upcoming expansion into glassware, and more categories to follow. 

The collections are designed to be effortlessly mixed and matched, with their soft hues transcending trends, whilst blending seamlessly into your every-day, and they’re available to purchase in practical product-bundles.

Joe Parenteau, one of Fable’s Co-Founders, said: “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.” 

Find out more here: https://fablehome.co