Bulk Reef Supply
- Company typePrivate
- Founded2007
- HeadquartersBrowns Valley, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
Bulk Reef Supply firmographics
Firmographics- Name
- Bulk Reef Supply
- Legal name
- Bulk Reef Supply
- Website
- https://bulkreefsupply.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Bulk Reef Supply industry classification
Industry- Product category
- Reef Aquarium Supplies Retail
- NAICS
- Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Aquarium & Fish Supplies Retail (CRALAHAI)
Keywords
Where Bulk Reef Supply is headquartered
LocationHeadquarters
- HQ city
- Browns Valley
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Bulk Reef Supply business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce product sales: Online sales of reef aquarium supplies including equipment, supplements, salt mixes, and live animals (corals, fish, copepods). Revenue generated through product transactions with shipping fees waived above minimum thresholds.
- Wholesale program: Wholesale pricing available for business customers through dedicated wholesale inquiries channel
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tiered product pricing across multiple brands and categories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Bulk Reef Supply product offering
Product offeringCore offering
Bulk Reef Supply is an online retailer selling saltwater and reef aquarium supplies, including equipment (protein skimmers, return pumps, RO/DI systems, fleece roller filters, all-in-one aquariums), reef supplements and salt mixes, water testing kits, maintenance tools (magnetic algae cleaners, gravel washers), and live animals such as aquacultured corals, fish, copepods, and phytoplankton. The company supplements its third-party brand catalog with BRS private-label products and supports purchases with educational content, a 365-day return policy, free-shipping thresholds, and a Preferred Reefer loyalty rewards program.
Product overview
Bulk Reef Supply is an e-commerce retailer specializing in saltwater aquarium supplies and equipment. The company offers a diverse portfolio of products across multiple categories: water treatment systems (RO/DI units, fleece roller filters, protein skimmers), live aquatic foods (copepods including EcoPods, 5280 Pods, Galaxy Pods, and phytoplankton blends), reef salt mixes (Instant Ocean, Tropic Marin Bio-Actif and Classic, Red Sea, ESV B-Ionic), aquarium systems (UNS all-in-one aquariums), maintenance equipment (magnetic cleaners including Mag Float and Flipper FLOAT lines, algae scrapers, gravel wash systems), water testing equipment (Red Sea and API test kits), coral nutrition (BRS Reef Chili, Safety Stop quarantine treatments), and branded merchandise. The company also expanded into sustainable live coral offerings through an ORA Aquacultured partnership. Products are sourced from third-party manufacturers and supplemented with BRS private-label items.
Differentiator
Problem solved
Functional benefit
Products and services
- RO/DI Flood Guardian
- AquaReady Protein Skimmers
- Simplicity 1000 DC Return Pump
- Deltec KM500 Kalkwasser Stirrer
- Deltec VF5000 Fleece Roller Filter
- AF 150 All-In Skim 4-In-1 Filtration System
- UNS 60A Dual All-In-One Aquarium
- UNS R90 Reef System
- UNS Mini Protein Skimmer
- Coral View Lens V3
- AF Bio Sand
- Mag Float Glass Cleaners
- Flipper Magnetic Algae Cleaners
- Python No Spill Clean and Fill System
- Python Pro-Clean Gravel Wash
- Water Saver Upgrade Kit
- BRS Reef Chili Coral Food
- EcoPods Copepod Variety Mix
- 5280 Pods - 3 Live Copepod Species
Quantifiable outcome
- 365-day risk-free returns policy demonstrates confidence in product quality
- +2 more outcomes
Companies that use Bulk Reef Supply
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Bulk Reef Supply technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bulk Reef Supply partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Oceans, Reefs & Aquariums (ORA)coreBulk Reef Supply expanded sustainable live animal offerings by adding over 100 new aquacultured coral varieties from ORA, a leader in marine aquaculture. This partnership emphasizes responsible sourcing and conservation efforts in reef ecosystems, aligning with Bulk Reef Supply's sustainability focus.
- AlgaeBarncoreAlgaeBarn supplies live copepods, phytoplankton, macroalgae, and ARC Reef Coralline Algae products through Bulk Reef Supply's platform. Products are drop-shipped directly from AlgaeBarn's Colorado facility via 1-3 day expedited shipping. AlgaeBarn guarantees 100% Alive on Arrival for all live shipments.
- Mr. Chili Sustainability AllianceminorMr. Chili Sustainability Alliance is Bulk Reef Supply's internal sustainability initiative focused on environmental responsibility in reef ecosystems and responsible aquarium keeping practices.
Scale indicators3 records
Recent moves2 records
Expansion highlights5 records
Bulk Reef Supply competitors and assessment
Company assessmentDirect peers
- That Fish Place - That Pet Place: That Fish Place is a long-established aquarium and pet retailer with both brick-and-mortar and e-commerce channels selling saltwater supplies, equipment, and live animals. It directly competes with Bulk Reef Supply on reef assortment, live fish/corals, and educational content for hobbyists.
- Marine Depot: Marine Depot is one of the largest online aquarium and reef supply retailers in the US, offering a comparable catalog of reef equipment, salt mixes, and dry goods. It is the most direct competitor to Bulk Reef Supply in the e-commerce reef-keeping niche, with overlapping target customers and assortment.
- Wet Pets & Pups (LiveAquaria heritage): Wet Pets & Pups is an online aquarium and pet supplies retailer carrying saltwater equipment, dry goods, and live animals. It serves hobbyists in the same niche as Bulk Reef Supply with comparable product assortment and price points.
Emerging players
- Reef Builders: Reef Builders is a reef aquarium media and content platform covering products, livestock, and hobbyist news. While primarily editorial rather than retail, it competes for the same reef-keeping audience attention and trust that BRS monetizes through BRStv, making it an adjacent content-driven competitor.
- Aquaforest: Aquaforest is a reef aquarium brand (salt mixes, supplements, filtration) that is a BRS supplier partner but also sells direct to consumers globally. As a brand-manufacturer with growing direct distribution, it represents the partial-disintermediation risk BRS faces from its own suppliers.
Broad incumbents
- Chewy: Chewy is a leading online pet supplies retailer with growing coverage of aquarium and reef equipment and supplies. As a broad-line incumbent with superior logistics, it competes with BRS on assortment depth, pricing, and shipping speed for entry-level and crossover hobbyists.
- Amazon: Amazon carries reef aquarium equipment and supplies from major brands alongside its broader marketplace. It competes with BRS primarily on price, selection breadth, and Prime shipping speed, and represents the scale-driven competitive threat in the long tail of the catalog.
- PetSmart: PetSmart is a major pet retail chain carrying aquarium and reef supplies in-store and online. It competes with BRS on broad-line pet supplies and beginner-tier aquarium equipment, particularly for customers who prefer physical retail or one-stop shopping across pet categories.
- Petco: Petco is a large national pet retailer offering aquarium supplies and live fish in many locations, with growing e-commerce. As a broad-line incumbent, it competes with BRS on crossover pet customers and the entry-level segment of the reef hobby market.
Others
- Reef2Reef: Reef2Reef is the largest online reef aquarium community/forum that also runs the Industry Best Awards by which Bulk Reef Supply was recognized. It is a community and media platform rather than a retailer, but it shapes purchasing decisions in the niche and is therefore an influential ecosystem participant.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bulk Reef Supply social profiles
Digital presenceBulk Reef Supply financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bulk Reef Supply leadership team
Management profileNumber of profiles
Profiles2 records
Bulk Reef Supply funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bulk Reef Supply M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bulk Reef Supply
What does Bulk Reef Supply do?
Bulk Reef Supply is an online retailer selling saltwater and reef aquarium supplies, including equipment (protein skimmers, return pumps, RO/DI systems, fleece roller filters, all-in-one aquariums), reef supplements and salt mixes, water testing kits, maintenance tools (magnetic algae cleaners, gravel washers), and live animals such as aquacultured corals, fish, copepods, and phytoplankton. The company supplements its third-party brand catalog with BRS private-label products and supports purchases with educational content, a 365-day return policy, free-shipping thresholds, and a Preferred Reefer loyalty rewards program.
Is Bulk Reef Supply a public or private company?
Bulk Reef Supply is a private company. It is classified as corporate owned and is currently operating.
When was Bulk Reef Supply founded?
Bulk Reef Supply was founded in 2007. It employs 11 to 50 people.
Where is Bulk Reef Supply based?
Bulk Reef Supply is headquartered in Browns Valley, United States, in the North America region.
How does Bulk Reef Supply make money?
Two revenue lines are on record. E-commerce product sales are the primary driver. The others are wholesale program.
Who are Bulk Reef Supply's main competitors?
Direct peers on record are That Fish Place - That Pet Place, Marine Depot and Wet Pets & Pups (LiveAquaria heritage). Emerging players are Reef Builders and Aquaforest. Broad incumbents are Chewy, Amazon, PetSmart and Petco. Reef2Reef is listed as an others.
Does Bulk Reef Supply have an API?
No public API is recorded for Bulk Reef Supply.
What industry is Bulk Reef Supply in?
Bulk Reef Supply's product category is Reef Aquarium Supplies Retail. Its primary akta.pro industry code is CRALAHAI, Aquarium & Fish Supplies Retail. Its NAICS code is 459910.