Description

What does it take to build a modern consumer brand that customers truly trust - and scale it sustainably in a volatile market?

In this episode of Growth by Design, Diraj Goel sits down with Joe Parenteau, Co-Founder & CEO of Fable, one of Canada’s most thoughtful and fast-growing home décor brands.

Joe shares how Fable evolved from a dinnerware startup into a multi-category lifestyle brand - spanning tableware, glassware, rugs, and beyond - while staying deeply customer-centric at every stage of growth.

You’ll hear how Fable:

• Designed products to be mixed, matched, and built to last
• Built a premium, sustainable alternative to disposable home goods
• Scaled from local Vancouver pop-ups to North American expansion
• Uses direct customer conversations to drive product innovation
• Navigates omnichannel growth across e-commerce, retail, and B2B
• Leverages AI to increase team efficiency and revenue per employee
• Builds a product roadmap around life moments and customer intent

This is a masterclass in modern brand building - blending product, experience, systems, and customer obsession to create sustainable growth.

If you’re a founder scaling a consumer or product-led business, this episode is packed with practical insights on growth, execution, and building for the long term.