Fable

Name: Fable
Brand: USA
Availability: OutOfStock

since 2019 : Redesigning the Modern Pet Lifestyle

Founded in New York in 2019 by siblings Jeremy Canade and Sophie Bakalar, Fable Pets was born out of a simple frustration that so many pet owners share but rarely articulate: why is most pet gear so unattractive, impractical, or unsafe?

Both grew up in a family that treated pets as true companions, so the disconnect between booming pet ownership and uninspired product design felt obvious. Sophie, drawing on her background in venture capital and entrepreneurship, recognized the market potential. Jeremy, with his experience in product development at Jet.com, understood how to turn that insight into real, scalable consumer goods.

Their lightbulb moment came in New York City dog parks, where they watched pet parents struggle with flimsy crates, inexpensive toys, and anxious pets. They envisioned products that could be multi-functional, safe, and designed with the same standards people expect from their lifestyle brands. That vision became Fable Pets.

about fable

Fable is not your average pet supply company. Positioned as a direct-to-consumer luxury lifestyle brand for pets, it blends clean, modern design with behavioral science and a safety-first ethos.

Design-forward aesthetics: Products designed to blend into apartments and homes, especially small urban spaces

Science-based functionality: Toys and feeders that help reduce anxiety, boredom, and overfeeding

Safety at the core: Testing standards that exceed industry norms, with no fragile or detachable parts

Where traditional brands lean into utility or fashion, Fable operates like a modern design house. Sleek photography, muted color palettes, and a brand voice that speaks directly to millennial and Gen Z pet parents who see their pets as family.

Products

Flagship and Bestsellers

The Signature Crate

A bentwood crate that doubles as a side table or nightstand, praised by Wirecutter as the “Best Furniture Crate” in 2025, and once amassing a waitlist of over 20,000 customers.

The Puffin Game

An interactive, food-dispensing silicone toy that holds up to 1.5 cups of kibble, extending mealtime into a 30-minute, mentally stimulating experience. During peak season, units are sold every five to ten minutes.

Falcon Toy

Modular, interlocking treat-dispensing toys that can be connected for variety, made from food-safe, dishwasher-safe silicone.

Magic Link Hands-Free Leash

A versatile leash designed for urban living, converting seamlessly from waist to crossbody to standard lead — the ultimate multitasker for city walks.

Dual-purpose design : Furniture-grade crates, modular toys, and multi-use leashes

Aesthetic integration : Muted earth tones, soft curves, and minimalist forms that disappear into home interiors

Safety standards : Internal strength tests that exceed regulatory requirements

Pet wellness : Products designed to ease anxiety, encourage mental engagement, and promote healthier eating habits

why fable

Companionship at the core : Pets are family, and their gear deserves the same design consideration as human products

Safety and durability : Tested beyond industry standards to protect pets from hidden risks

Real-life problem solving : From unattractive crates to boring toys, Fable addresses actual frustrations of modern pet parenting

Sustainability over disposability : Creating long-lasting, non-disposable products to reduce waste and elevate value

Brand Highlights

Funding : Raised $9 million in Series A funding in 2022, led by 14W with support from Female Founders Fund and Slow Ventures

Press : Featured in TechCrunch, The New York Times, Forbes, and Fast Company as a brand redefining the pet accessories category

Design acclaim : Products like the Signature Crate and Puffin Game have been praised not only in pet media but also in mainstream design and lifestyle publications

Community building : Fable engages its loyal following through Instagram and design-centric marketing campaigns