"Things move ­at a different pace"

Simply by being present at the fair and showing what we are actually renowned for, that is, an experience of the natural environment and aquatics as known in Germany and Europe, made it a success. In this regard people should be aware that things move at a slightly different pace in the USA. I have been travelling to the United States at least three times a year for the last 25 years and I always have a look at the pet stores. When it comes to marine aquariums, they are up to date and extremely competent, but they are way behind the trends in freshwater aquariums that Dennerle has made big here in Europe, such as nano aquariums, shrimp or real aquatic plants. Far too many of the plastic plants and aquariums like the ones that existed in the flower power era are still around in the USA. The response at the Global Pet Expo and at other shows was very positive.

Dennerle has found a partner in JBJ Lighting that has made it easier for us to make the move across the pond. This company has been familiar with the market for many years and has built up a good network. Thus Dennerle can learn from it where the market is concerned, while JBJ Lighting is naturally delighted that Dennerle is breathing new life into the aquatics scene. Although the US aquatics market is well represented on the Internet because of the distances involved, there are still a lot of businesses that are only now making the transition from outdated aquariums to modern aquatics.
I think it is very difficult to gain a foothold in the USA without having a local partner who knows how things work in this huge country. We are present at the three main trade fairs every year: the two retailer shows, Super Zoo in Las Vegas and the Global Pet Expo in Orlando, and we also fly the flag in Chicago. Last November we staged the 1st International Shrimp Contest USA in Chicago. The organisers were delighted with the advance promotion, the presentation and the new trend in itself. Visitor numbers virtually doubled compared with 2015; this wasn't entirely due to the shrimp contest, but this certainly contributed to the success. We will hold the shrimp contest again this year and also implement a few new ideas.