Leading responsible fishkeeping in the UK – run by fish-keepers for fish-keepers!
We strive to educate, support and share our passion for and expertise in aquatics to help fuel and innovate the future of aquatics, both in our stores and online.
Our values form the basis of everything we do as a business and have evolved from our passion for fishkeeping over the last 35 years.
Ethical fishkeeping – the needs of the livestock are our utmost priority. By creating our very own ‘Livestock Charter’, we aspire to meet the highest welfare standards in the industry. We will never knowingly sell products that compromise the welfare of livestock in any way.
Service – our expert teams, online and offline, deliver product and livestock with in-depth knowledge and passion, informed by latest research and current best practice.
Choice – our established reputation, extensive network of suppliers and strong long-term relationships with well-known aquatics manufacturers means that we are able to source new products ahead of the wider market. We are able to offer a diverse and comprehensive portfolio of products to meet a spectrum of customer needs.
Innovation – we constantly look to challenge the status quo of the world of aquatics to offer new products and approaches to fishkeeping that sustain and nurture livestock and fuel the passion of our customers.
Education – we never stop learning about our passion and we continually look for ways of sharing and imparting that knowledge with our customers and the wider community to support the welfare of livestock and nurture a love of aquatics.
Value – we’re committed to providing our customers with real value: great products at good prices, supported by exceptional and friendly customer service. We invest time in getting our prices right and monitoring them daily to ensure they remain competitive. We will not be knowingly beaten on price for any of our products or accessories (excluding livestock and plants) which is supported by our Price Promise.
