Fable England
How SyncTools untangled a multi-region eCommerce ledger and helped Fable England grow revenue by 22%
22%
Revenue growth after finance clean‑up
3
Regions unified — US, UK & EU
1
Consolidated Xero parent‑subsidiary structure
Client Overview
Fable England is a multi-channel eCommerce brand selling across the United States, United Kingdom, Australia, and wider Europe through channels including Shopify and Macy's.
As the business scaled across regions and channels, its financial data grew faster than its financial infrastructure could keep up with.
SyncTools was brought in to make sense of the books, unify the company's financial structure, and take over day-to-day bookkeeping so leadership could trust its numbers again.
The Challenge
When SyncTools team of CPA accountants and product engineers first opened Fable England's books, the scale of the disorganization became clear.
- Books that didn't add up.
Opening balances, intercompany transactions, the profit and loss statement, and payout data from Shopify and Macy's were all disconnected from one another and did not reconcile with actual sales.
- Duplicate data, distorted revenue.
Fable England was running multiple accounting connectors at once, which created duplicate sales entries and left reported revenue showing a distorted, inaccurate picture of the business.
- No structural uniformity.
Sales spanned the US, UK, Australia, and Europe, each with its own currency and its own accounts configured under different regional rules, leaving no consistency in how currency and revenue were recorded.
Our Approach
The SyncTools team designed a plan to clean, restructure, and then manage Fable England's finances end-to-end.
- Clean-up first.
Selected a single threshold date and used it to draw a clean line under the historic mess, correcting and closing out everything before it before rebuilding forward.
- Entity restructuring.
Recommended and built a two-company structure in Xero, with one parent company and the remaining entities set up as subsidiaries, giving each region and currency a proper home while still consolidating cleanly at the top.
- Organized chart of accounts.
Rebuilt the chart of accounts with multiple sales accounts, each mapped to its own control account, so revenue from every channel and region rolled up accurately instead of piling into one another.
- Eliminated duplicate connectors.
Removed the redundant sync connectors that were creating duplicate sales, so Shopify, Macy's, and other channel payouts finally matched actual sales.
- Personalized the build.
Made targeted tweaks within SyncTools standard bookkeeping product to fit Fable England's specific operating model, rather than forcing a one-size-fits-all setup.
- Managed, audited bookkeeping.
Took over Fable England's full bookkeeping function, with every synced transaction audited and reviewed by SyncTools CPA team before being treated as final.
- Right-sized the tech stack.
Reviewed Fable England's existing tax technology and found Avalara was not the right fit for their needs, helping the business cut an unnecessary cost.
The Team
The engagement was led on the client side by Joe Hawkins, Head of Operations at Fable England, working closely with SyncTools Solutions' team of CPA accountants and product engineers, who managed the clean-up, the Xero restructuring, and the ongoing audited bookkeeping.
The Results
With clean, consolidated, and properly audited financial data, Fable England could finally see its business clearly.
- Granular visibility.
Sales performance became visible by product, by country, and by season, replacing guesswork with real numbers.
- Cross-team alignment.
Warehousing and other operational teams could align product launches and inventory decisions with actual, trustworthy sales data.
- Financial clarity.
Leadership could see its true, realized profits for the first time and use that clarity to forecast revenue and profitability for the year ahead.
- Revenue growth.
By organizing its books and outsourcing its finance department to SyncTools, Fable England grew revenue by 22%.
From Uncertain Figures To Useful Decisions
The work gave Fable England a clearer way to follow sales through its accounting records and review performance across the business.
Leadership could assess realized profit and plan ahead using more dependable figures.
Operations and warehousing teams could also connect their decisions to sales by product and market.
For a business selling across several channels and regions, that visibility made the books more useful beyond month-end reporting.
Managing similar accounting complexity?
Schedule a SyncTools demo to discuss your sales channels, payouts and accounting setup.