Fable began in 2019, born from a simple yet powerful idea: create beautifully designed, cohesive home decor that effortlessly matches, solving the mismatch frustration familiar to many consumers.

From its modest start manually shipping products from storage lockers in Canada, and even fulfilling orders directly from a tent on the street, Fable rapidly transformed into a major player in the home decor industry. Today, their modern and sustainably designed products have gained widespread recognition, including being featured in popular TV shows like The Bear and receiving prestigious awards such as the Red Dot for product design.

How it all started

The founders of Fable initially tackled home decor from a customer's perspective. Frustrated by the disconnect between affordability, quality, and cohesive design, they aimed to bridge the gap between accessible retailers like IKEA and upscale brands like Williams-Sonoma. Their goal was clear: create well-designed, quality home products that seamlessly fit together, making home decor accessible even for those without design expertise.

Rapid growth quickly introduced significant operational hurdles. During the ecommerce boom of 2020, Fable saw orders surge beyond expectations. They found themselves overwhelmed with prolonged wait times, struggling to finance large, upfront inventory purchases, and unable to efficiently fulfill customer demand due to cash flow constraints. Traditional financing methods proved inadequate, rigid, and slow, exacerbating inventory bottlenecks and limiting growth potential.

We had massive pre-orders, yet our inventory was stuck waiting on financing approvals. We were scrambling, overwhelmed, and traditional financing simply couldn't move fast enough. Settle changed everything—stepping in swiftly, allowing us to immediately finance inventory and eliminate cash-flow bottlenecks. Without Settle, managing that explosive growth would have been impossible

Strategic finance to accelerate growth

Initially, Fable faced restrictive financing terms that couldn’t keep pace with their rapid expansion. Traditional options lacked flexibility and responsiveness, limiting their ability to manage the significant cash flow needed for large inventory purchases.

Partnering with Settle provided crucial operational leverage:

• Achieved 2,300% growth since adopting Settle's flexible financing
• Secured purchase order financing six months in advance, dramatically improving cash flow management
• Gained the ability to fulfill rapidly increasing customer demand efficiently
• Streamlined payments and reduced the financial strain of inventory management

Switching to Settle allowed us to confidently finance our inventory and meet customer expectations. Alec and the Settle team didn't just provide capital—they became strategic partners who understood our business deeply and provided critical support during challenging periods.

Sustainable growth powered by Settle

Settle enabled Fable to evolve from startup scrappiness to a professionally scaled brand. What started in a storage locker is now a sophisticated, multi-warehouse operation powering a growing product catalog.

• Successfully scale operations without significant cash-flow interruptions
• Simplify and streamline inventory purchasing and fulfillment cycles
• Effectively mitigate operational risks despite intense market volatility

We’ve used Settle to finance every single purchase order since we started. It’s become our go-to growth lever. More than a vendor, they’re part of our operational foundation.

Looking ahead

Fable continues to grow, now planning expansions into additional furniture categories and soft goods. With Settle’s continued support, they are well-positioned to become a leading brand in modern home decor.

Ready to accelerate your growth? Discover how Settle’s flexible financing can empower your business.