Pet gear that feels like furniture.
A premium pet brand that designs gear to live in your home, not hide in a closet. The storefront had to feel as considered as the products.
Overview
Fable Pets
Fable makes pet gear with a designer's eye: a crate that reads as furniture, an interactive Puffin game, the Magic Link leash. The brand promise is that good pet products can fit a home's aesthetic, so the storefront carries that same calm, editorial confidence rather than the loud merchandising most pet sites lean on.
The experience is built to guide rather than shout. Shoppers can take a Pet Gear Quiz to find the right products for their animal, move into Bundle and Save sets when they're ready to buy more, and see the brand proven by a Real Animals Love Fable wall of real customer pets.
- Shopify Plus theme
- Conversion rate optimization
- Site speed
- Editorial art direction
Editorial product storytelling
The design treats pet gear like home goods, with measured layouts and photography that earn a premium price instead of discounting it away.
Guided discovery
A Pet Gear Quiz routes shoppers to the products that fit their animal, turning a broad catalog into a personal recommendation.
Bundles and community proof
Bundle and Save sets lift average order value, while the Real Animals Love Fable feed turns customer pets into trustworthy social proof.
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