The way that recent generations of consumers treat(!) their dogs is vastly different than those who have come before. It’s gotten to the point that it’s memeable.
There are a handful of new pet veterinary services out there, such as Bond Vet and Small Door, and pet food companies have gotten into the mix in a real way, including Farmer’s Dog and Spot & Tango to name a few.
Fable, on the other hand, is thinking about the accessories a pup parent needs to stay sane in an urban environment, including collars, leashes, crates, and toys. The company just raised $9 million in Series A, led by 14W, with participation from Female Founders Fund and Slow Ventures. And that fresh cash shows that its plan to build dog accessories that work together as an ecosystem is a smart one.
The New York-based startup is riding the waves of both pandemic-fueled puppy purchasing and the trend in how millennials take care of their pets. Like, you know, living breathing companions.
But rather than focus solely on the pets themselves, Fable also makes a conscious effort to think of the pet parent, as well.
Fables products are all designed to make caring for a pet easier and more aesthetically pleasing, to boot.
The company launched with a collar and a leash, and then evolved to a new kind of hand …
