When Joe Parenteau and his co-founders started the global tableware brand Fable five years ago, they had no idea the business would move in the direction it did.
Parenteau, who is CEO and co-founder, alongside co-founders Tina Luu (Head of Technology) and Max Tims (Head of Operations), have seen Fable grow and shift and evolve in ways they hadn't imagined.
"But it ended up in a better way at the end of the day," Parenteau tells V.I.A. during a video interview.
'A product that people love, that looks beautiful but is usable in your home'
Fable is best known for its minimalist, timeless dishware, which now includes plates, bowls, mugs and the infamous "blate" (a wide, shallow bowl that can be used in place of a plate for some meals) in soft earthy tones made. Their simple glassware has become ubiquitous in homes and, like the plates and bowls, is durable and meant to withstand the tests of everyday living - namely the dishwasher and microwave - while remaining elegant and attractive.
"We want to build a product that people love, that looks beautiful but is usable in your home," explains Parenteau.
The brand was born in 2019, to some extent as an all-encompassing home outfitting operation, with the team envisioning an Ikea-inspired near future where the initial tableware offerings would swiftly be complemented by bedroom furnishings and a robust selection of decor items.
Fable's 'Vancouver roots' are strong
Things didn't quite go that way, but Fable is continuing to have a significant presence in the global market and is expanding in exciting ways, including in its hometown.
Many of Fable's consumers may not even realize the brand is Canadian, let alone one with "Vancouver roots," as Parenteau puts it.
While some of the operations have shifted, the bulk of the brand's team is based in Vancouver, and it's here, in Gastown, that Fable first entered the brick-and-mortar space with a temporary location Parenteau says he and his co-founders physically put together themselves.
The success of the Gastown pop-up affirmed the founders' belief that customers wanted a physical space in which to engage with Fable.
But Fable wants to be something just a little more special.
Fuelled by the notion that people who are looking to create a beautiful home may struggle with trying to function like interior designers, Parenteau says Fable aims to offer a cohesive aesthetic and a one-stop-shop that's more high-end than, say, somewhere like Ikea.
The goal is to have a store where "shopping is an enjoyable experience."
Vancouver showroom's unique and engaging feature: an in-store cafe
To that end, when Fable set to work on establishing its first permanent showroom in Vancouver's South Granville, they immediately knew they wanted to include an enticing and engaging way to showcase their product and create a welcoming space.
That's how Fable came to have a full-service coffee bar inside its store.
Parenteau says the Fable café has a two-fold purpose. First, the neighbourhood had room for another coffee shop business. And second, explains the co-founder, they were keen to pursue the opportunity to have not merely a "showroom experience, but a place where people can hang out," and a store that "fosters community."
"It's a place you really want to be," he adds, highlighting that the Fable showroom café hybrid is "not stuffy," or too reverentially quiet.
It took over a year for the café to be completed thanks to the special permits Fable needed to secure to run a food business inside the retail store. Now that the café is up and running, Parenteau says he's particularly excited for customers to come in and experience what they offer.
He points to some of the café's special features, like the app for pre-ordering drinks, its no-tipping policy, and its unique disposable clay cup.
The café is one way through which Fable can express its ethos as a brand which focuses on sustainability - something globally minded but also kind of Vancouver core.
Sustainability a core pillar of the business
Fable achieved B Corp certification early in the game, around late year one into early year two, recalls Parenteau.
Sustainability is a "major pillar" of Fable, and the brand works with suppliers who are in line with that aspect of the business. However, Parenteau is quick to point out that all of Fable's pillars are on equal footing; being a sustainable brand is no more important than the company being "a great place to work," or ensuring the ethical craftsmanship of its products, for example.
It's been a quick five-year learning curve for the co-founders, and Parenteau says Fable is looking firmly ahead with a "growth mindset."
Though it takes longer to move products from idea to market than they initially thought - and their product line has gone in a slightly different initial direction than he'd imagined - the growth is already well underway.
What will the next 5 years be about at Fable?
At the same time that Fable is seeing how the digital experience, from seeing favourite influencers around the globe use Fable in their homes to shopping online for the products, is helping to achieve its goals, the business is also expanding in its "IRL" offerings. Already, a Toronto showroom is in the works, and Parenteau says Fable is actively exploring other potential global outposts for stores.
So what do the next five years look like for Fable?
Parenteau laughs. "I'm probably likely going to be wrong," he offers as a disclaimer. Still, the CEO has a vision, and right now it's to continue growing the product line and moving into the living room sector. "And then from living, we'll move into a few more scenes in the house," he hints.
Fable's Vancouver showroom and café is located at 2871 Granville St and is open from 7 a.m. to 6 p.m. daily.
