Three aquariums, 1 500 possibilities

With its new aquarium concept Sera aims to inject an innovative stimulus into aquatics. At the heart of the concept are three designer aquariums, the Scaper Cubes. Consumers can put together their own individual aquarium in six steps: as well as the aquarium size, a choice is offered between six set-ups, three base cabinets of different heights with six different door designs, and additional lighting and accessory packages. "This gives rise to over 1 500 combination possibilities in all," says a Sera press release.

It is not just this that makes Sera's new aquarium concept so special, however, because the company also offers a drop-shipping option for handling orders. Advice, ordering and payment continue to be handled by the retailer, but then the order is forwarded by the retailer to Sera and processed at the company's head office in Germany. The individual aquarium package is assembled here and then sent directly to the consumer on behalf of the retailer. The consumer doesn't have to transport the packages from the store to home and the retailer conserves valuable storage space, as no stocks of goods have to be built up.In response to an enquiry by PET worldwide, Sera added that drop shipping is offered to customers in France, Spain, the Netherlands, Belgium, Austria and Portugal. They receive their deliveries directly from the company's headquarters in Germany.

For retailers, Sera offers model aquariums and a roll-up summarising the aquarium concept. The new stones and roots are available as a separate shelf module and are presented in wooden boxes. A configuration box developed in house enables individual hardscapes to be designed. Because the aquarium concept contains neither plants nor fish and other species, this gives the retailer points of reference for offering advice and potential for further sales.