Fable: A Brand for the Dog Lifestyle

A Shift in Pet Ownership and the Rise of Fable

Contemporary consumer behavior regarding dogs represents a significant departure from previous generations, a trend that has even become a popular subject for online memes.

A growing number of innovative pet-focused veterinary services are emerging, exemplified by companies like Bond Vet and Small Door. Simultaneously, the pet food industry is experiencing a surge in specialized offerings, with brands such as Farmer’s Dog and Spot & Tango leading the way.

Fable: Designing a Cohesive Ecosystem for Urban Dog Owners

Fable distinguishes itself by concentrating on the accessories required by dog owners navigating urban lifestyles, encompassing items like collars, leashes, crates, and toys. The company recently secured $9 million in Series A funding, spearheaded by 14W, with additional investment from Female Founders Fund and Slow Ventures.

This new capital demonstrates the viability of Fable’s strategy to develop dog accessories that function as a unified, interconnected system.

Based in New York, the startup is capitalizing on the increased pet adoption rates seen during the pandemic and the evolving attitudes of millennials towards pet care – viewing their animals as integral companions.

Fable uniquely considers the needs of the pet parent alongside those of the animal itself.

Products Designed for Ease and Aesthetics

Fable’s product line is intentionally crafted to simplify pet care while enhancing the aesthetic appeal of the pet owner’s living space.

The company initially launched with a collar and leash, subsequently introducing the “Magic Link,” an innovative hands-free leash. This design addresses a common challenge for dog owners – multitasking activities like carrying coffee while walking their dog.

Fable has since broadened its offerings to encompass various aspects of dog ownership, including a crate that doubles as a bedside table, a dog bowl, a durable poop bag dispenser, and a range of engaging toys.

The Game: A Best-Selling Puzzle Toy

Notably, Fable’s most popular product is “The Game,” an interactive puzzle toy. Many customers, including this author, have found it to be exceptionally beneficial for their pets.

“The Game” features a weighted base and a silicone frame capable of holding up to one cup of kibble or treats. A sliding mechanism allows owners to adjust the difficulty level, providing mental stimulation and occupying the dog for extended periods.

Unlike other treat-dispensing toys that are either too simplistic or lack durability, “The Game” effectively addresses these shortcomings.

Fable also offers the “Falcon,” a treat-dispensing toy that requires the dog to squeeze a slot to release the reward. Multiple “Falcons” can be linked together to create more complex and challenging games.

A Cohesive Design Language

All Fable products share a consistent design aesthetic, featuring earth and jewel-tone colors that complement small living spaces.

This cohesive approach is central to Fable’s success.

Purchasing one product naturally leads to consideration of others within the ecosystem. A satisfied customer who appreciates the quality of a collar and leash is likely to explore matching toys or a poop bag dispenser. The success of “The Game” encourages further investment in Fable’s product line, such as the “Falcon,” and integration with other items like the Crate.

Continuous Innovation and Product Enhancement

Fable’s commitment extends beyond simply expanding its product portfolio; the company is also focused on improving existing offerings.

Founders Jeremy Canade and Sophie Bakalar have outlined plans to introduce an add-on for the Crate, providing storage space for human belongings. They also envision a new insert for “The Game” to adjust the toy’s difficulty.

The company prioritizes product enhancement over planned obsolescence.

Impressive Growth and Organic Marketing

Fable has experienced substantial growth, with over 20,000 people on the waitlist for the Crate in 2021 and consistent sales of “The Game” during the holiday season.

The business has grown approximately threefold year-over-year, according to the company’s reports.

Furthermore, the brand benefits from organic marketing driven by customers sharing content related to their dogs and Fable products, particularly the “Magic Link” and “The Game.”

Premium Pricing Reflects Quality and Design

Fable’s pricing strategy positions the brand within the premium segment of the pet accessory market. The Crate, priced at $395, is significantly more expensive than standard options available at retailers like Amazon or PetCo.

However, Bakalar emphasizes that the pricing reflects the Crate’s dual functionality as both a pet enclosure and a bedside table, aligning with the prices of comparable furniture from brands like West Elm or Restoration Hardware.

Other products, such as “The Game” ($55), the “Magic Link” ($65), and the Waste Bag Holder ($35), fall within a similar price range.

“Those [competing] products are designed to be thrown away in the short term,” Canade explained. “We’re trying to actually rethink the products from scratch and make things that are both for the animal and the human. They’re meant to live in both those worlds simultaneously. Nobody is doing that. Everybody is either designing only for the human, with a quality grade that is not meant to stand up to the wear and tear of a dog, or only for a dog, without considering the human use case.”