Problems in the aquatics sector

It's the same story across Europe: one aquatics business after another is shutting up shop. At the same time, however, the big players in the sector are conjuring up new stores and so-called newcomers are entering the field. How does that work?Take aquascaping as an example. It has been described as the driving force of aquatics since Interzoo 2014, but is it getting the proper attention? Many specialist dealers thought it would be sufficient to represent the aquascaping segment in their product range, but it isn't enough. The more committed retailers orga-nised workshops, mostly in cooperation with the industry, but there was a shortage of experienced speakers. Due to a lack of time and money, inexperienced speakers were often engaged and store employees were involved far too little, with the result that long-term success did not ensue.
Das Garnelenhaus in Barsbüttel near Hamburg, for example, has moved with the times and has interpreted the trends correctly. Here aquascaping has not only been included in the range of goods on sale but is also practised. A string of stores across Europe resembling chic boutiques in pedestrian zones tempt window shoppers to step inside for a while. They are designed to make customers feel at home, inducing them to spend as much time as possible inside. The numerous beautifully maintained aquariums offer inspiration and back up every recommendation made by the staff. The knowledge required is communicated to the customers at regular events, and they are even offered an opportunity to get involved in the design of the show tanks in annual "rescaping" events. Green Aqua in Hungary, for example, stages an annual competition in which customers may produce aquarium designs within a set time.

Now we come to the newcomers in the sector, specialising mainly in aquascaping, shrimp and nano-aquariums. They are opening stores with retail areas of up to 1 000 m2 in some cases. Customer loyalty to these retailers is so strong that the customers are prepared to travel long distances to reach them. This is where the full-blooded aquarium enthusiasts, aquascapers and shrimp addicts are to be found; they have turned their hobby into a vocation and are competent and always ready to help with expert knowledge.
However, aquascaping isn't simply a genre - it is modern aquatics. It's a movement that has been around for over 20 years and will be there for many years to come. Aquascaping might even be described as a sport…