Fable – D2C Ranking & Growth Metrics
Design-led pet gear including crates, beds, toys and leashes
Last updated · August 2026 edition · method v1.3
Fable ranks #311 of 366 D2C brands in the August 2026 edition and #7 of 7 in Pets, unchanged on last month. We estimate Fable's revenue is flat year on year (low confidence). Branded search is declining sharply over the past year, with a seasonal peak in November and October. Among pets brands selling pet gear, its closest competitor is Wild One (#305).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, low confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Fable is today: #311 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Published above 5,000 monthly branded searches.
what drives the score Is Fable's revenue growing?
We estimate Fable's revenue is flat year on year (low confidence). Branded search is growing but site traffic is steady, so the two signals don't back each other up and confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Fable growing?
Fable has no Momentum score yet: Momentum is published once a brand passes 5,000 monthly branded searches. Branded search is declining sharply over the past 12 months, and growing over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Fable
Fable designs pet gear for dogs and cats, including crates, beds, toys, leashes and feeding products. The brand positions its products as original designs rather than variations on existing pet goods, developed through prototyping and in-house safety testing, with an emphasis on durable, food-safe materials and minimal small parts. Its products are also designed to fit into the home visually, with crates and beds styled as furniture rather than typical pet equipment.
Fable branded search volume
How often people search for Fable by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining sharply; the last three months, compared with the same months a year earlier, are growing. Demand is seasonal, peaking in November and October and lowest in May.
Fable's audience, products and channels
Social audience
- Instagram fablepets 89,205
- TikTok fablepets 32,800
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store67
- New in the last 90 days0
- Typical priceUS$49
- Price rangeUS$1 – US$2,999
From Fable's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada and the US.
Ecommerce stack
- Email & SMSKlaviyo, Postscript
- SubscriptionsRecharge
- ReviewsOkendo, Yotpo
- Customer serviceGorgias
- PaymentsAfterpay
Tools detected on fablepets.com; detection covers common apps and may miss some.
Fable competitors
The pets brands closest to Fable: same kind of product first, then the nearest in size. See every brand in Pets or the full D2C brand rankings.
Dog and cat harnesses, collars, leashes, toys and essentials
Travel and outdoor gear for dogs, from harnesses to car seat covers
Outdoor performance gear for dogs, from harnesses to boots
Modern carriers, beds, apparel and accessories for dogs
Fresh, human-grade dog food delivered as personalised meal plans.
Fable: common questions
What does Fable sell?
Design-led pet gear including crates, beds, toys and leashes. Known for: The Puffin Game, Magic Link hands-free leash, Signature Bed, Crate and Falcon Toy.
Where is Fable from?
Fable is based in United States.
Where can you buy Fable?
Fable sells through its own online store and selected retailers. Its online store is at fablepets.com.
When was Fable founded?
Fable was founded in 2020.
Who founded Fable?
Fable was founded by Sophie and Jeremy.
Is Fable's revenue growing?
We estimate Fable's revenue is flat year on year (low confidence). Branded search is growing but site traffic is steady, so the two signals don't back each other up and confidence is low. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Fable's competitors?
Fable's closest competitors in the Pets category are Wild One, Kurgo, Ruffwear and maxbone.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.