Match your vision with a strategy that works.

Michael Fox is a seasoned entrepreneur and innovator. In 2009 Michael Co-Founded fashion technology business Shoes of Prey. Over the next 10 years, as CEO, Michael lead the business to employing over 200 people, raising $35M in capital, building a state of the art production facility in China and partnerships with David Jones in Australia and Nordstrom in the US. The business did very well in a niche of creative women passionate about designing their own shoes and won numerous awards including 'Store Design of the Year' at the World Retail Awards in Paris (beating other finalists like the Karl Lagerfeld concept store in Paris and the Puma flagship in Osaka) and being inducted into the Australian Online Retail Industry Hall of Fame in 2016. However ultimately Shoes of Prey wasn't able to 'cross the chasm' into the mass fashion market and Michael and the investors closed the business down in 2018.

The startup roller coaster took it's toll, but after taking 6 months off to recover and reflect, Michael discovered his mission and decided to act on his passion for helping people lead healthier, sustainable lives as well as his love for healthy, plant based food. Having been vegetarian for 4.5 years Michael Co-Founded Fable to create delicious, healthy meat alternatives using mushrooms and all natural plant based ingredients. Launched in December 2019 in partnership with 3 Michelin Star British chef Heston Blumenthal, Fable has rapidly rolled out into over 100 restaurants and 600 Woolworths stores across Australia.

Awards and Accolades
Distinguished Young Alumni - University of Queensland 2016
Australian Online Retail Industry Hall of Fame - Shoes of Prey - 2016
Online Retailer of the Year - Shoes of Prey - 2015
World Retail Awards -Store Design of the Year - 2013
Online Retail Industry Recognition Award - 2012

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