Case Study: Fable triples year-over-year sales with Shopify Capital from Shopify

Fable triples sales year-over-year by leveraging Shopify Capital for increased inventory

Fable, a home and garden brand founded by CEO Joe Parenteau, launched online with strong early demand but struggled to finance frequent inventory restocks. As a growing company, Fable faced capital constraints from supplier contracts and needed a way to keep up with sell-through and future restocking, making Shopify Capital a key part of its growth plan.

With Shopify Capital, Fable increased upfront inventory purchases, improved supplier negotiations, and strengthened relationships with its factory partners in Portugal and Japan. The result was a 3x year-over-year sales increase, a 2x increase in stock year-over-year, and better readiness for peak season — a clear impact driven by Shopify.

Fable

Joe Parenteau

CEO and Co-Founder