Aquastore XL

What Aquastore XL does

AquastoreXL B.V. is a Dutch specialty e-commerce retailer operating the aquastorexl.nl webshop and a physical retail showroom in Fijnaart, Netherlands, focused on aquaria, ponds, and swimming pools. Founded in 2011 and employing 1–10 people, the company sells a catalog of more than 12,000 SKUs covering aquariums and furniture (Oase, Juwel, Eheim, Aquatlantis, biOrb, Juwel, Dennerle), aquarium supplies (filtration, CO2, lighting, water treatment, fish food), live aquarium plants, aquascaping materials, pond equipment, paludariums and terrariums, swimming pools, and adjacent outdoor categories such as SUP boards. The company also markets a private-label house brand, AquastoreXL Huismerk, spanning substrates, fish food, and reptile food.

The business runs on a third-party e-commerce platform (WebshopApp) with no proprietary technology stack and operates an omnichannel distribution model: the Dutch-language webshop handles direct-to-consumer and trade orders with payment via iDEAL, PayPal, Klarna, credit card, Bancontact, bank transfer, and invoicing for approved B2B accounts, while the Fijnaart store supports in-person advice and pickup. Shipping reaches the Netherlands, Belgium, and Germany, with scheduled white-glove delivery available for large or fragile items (aquarium furniture sets, heavy pools) and free shipping on orders above €59.

AquastoreXL serves two customer segments: consumer hobbyists (beginners through experienced aquascapers seeking one-stop sourcing, expert advice, and reliable delivery of fragile goods) and trade/business customers (aquatics, pet, and garden businesses purchasing on invoice terms). Revenue is generated entirely through one-time product sales, with no subscription or recurring-revenue model. The company is privately held with no disclosed external investment, and its principal strategic brand relationship is its 'Gouden Partner' status with Oase. Customer engagement is supported by an active blog, email newsletter, social media, WhatsApp support, Kiyoh-verified reviews (18,332+), and the 'Aqxl Selected' loyalty points program.

Name

Aquastore XL

Legal name

AquastoreXL B.V.

Website

https://aquastorexl.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

AquastoreXL B.V. is a Dutch specialty e-commerce retailer and physical showroom operator in Fijnaart, selling 12,000+ SKUs of aquaria, ponds, pools, and aquatic supplies to consumer hobbyists and trade customers across the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Aquarium and Pond Supplies Retail

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Aquarium & Fish Supplies Retail (CRALAHAI)

akta.pro secondary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Aquarium supplies retail
• Pond equipment
• Aquatic plants
• Swimming pool supplies
• Aquascaping products

Headquarters

HQ city

Fijnaart

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales (B2C & B2B): Revenue is generated entirely through the sale of physical aquarium, pond, and swimming pool products. Customers purchase individual items or bundles at listed prices. The store sells both third-party branded goods (Oase, Juwel, Eheim, JBL, etc.) and its own private-label house brand. No subscription or recurring revenue streams are mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

AquastoreXL is a Netherlands-based e-commerce retailer that sells aquarium, pond, and swimming pool products through its webshop aquastorexl.nl. The company carries 12,000+ SKUs spanning hobbyist equipment, live aquatic plants, hardscape materials, and private-label (huismerk) goods, and complements its online store with a physical showroom in Fijnaart. It ships to customers in the Netherlands, Belgium, and Germany.

Product overview

AquastoreXL is a Dutch online retailer specializing in aquaria, ponds, and swimming pools. The business operates as a B2C and B2B webshop with a physical store location in Fijnaart, Netherlands. Their product portfolio centers on complete aquaria and furniture sets (from brands like Oase, Juwel, Eheim, Aquatlantis, biOrb), aquarium supplies and equipment (filtration, lighting, CO2 systems, water treatment), live aquarium plants, aquascaping materials, pond equipment, paludariums and terrariums, swimming pools and pool equipment, plus their own private-label house brand (AquastoreXL Huismerk) for substrates and pet food. The company also offers SUP boards, boats, kayaks, and natural cleaning products in adjacent categories. Their core offering is a curated multi-brand marketplace model rather than a unified software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Aquariums and Furniture (Aquaria & Meubels) Aquarium tanks, cabinets, and matching furniture sold to consumer hobbyists building home freshwater and saltwater setups.
• Aquarium Supplies (Aquariumbenodigdheden) Core hobby equipment and consumables including filtration, lighting, heaters, food, water treatment, and accessories for fishkeepers.
• Aquarium Plants (Aquariumplanten)
• Aquascaping Hardscape materials, substrates, and layout tools sold to aquascapers designing planted aquarium layouts.
• Pond (Vijver) Garden pond equipment and supplies for backyard koi and water-garden hobbyists.
• Paludaria and Terraria Equipment and supplies for paludarium and terrarium keepers housing amphibians, reptiles, and tropical setups.
• Swimming Pool (Zwembad) Residential swimming pool equipment, maintenance chemicals, and accessories for backyard pool owners.
• AquastoreXL House Brand (Huismerk) Private-label products sold under the AquastoreXL brand, providing retailer-controlled alternatives across aquarium and pond categories.
• Home and Outdoor Activities (Thuis & Buitenactiviteiten) Outdoor and lifestyle products extending the hobbyist offering beyond aquatics.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• OasecoreChannel Partner/ Reseller/ DistributorAquastoreXL is designated a 'Gouden Partner' (Golden Partner) of Oase, one of the leading brands for aquarium and pond equipment. This is the most prominent brand partnership visible on the website. As a Golden Partner, AquastoreXL receives priority access to Oase product releases, promotional support, and preferred positioning (featured bundles and bundles prominently on the homepage). Oase products including the BioMaster2, HighLine, and LunAqua lines are among AquastoreXL's top-selling and featured product lines.
• PostNLminorChannel Partner/ Reseller/ DistributorPostNL is the primary logistics partner for standard package deliveries within the Netherlands. Shipping through PostNL is offered as the default delivery method for standard orders. PostNL branding is visible on the website footer as a supported payment/delivery icon.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bol.com: Largest general marketplace in the Netherlands and Belgium, stocking aquarium equipment, fish food, pond and pool supplies from multiple sellers. Competes directly with AquastoreXL on assortment breadth, delivery speed, and price across the same Dutch/Belgian shopper base.
• Zooplus: Pan-European online pet supplies retailer covering dogs, cats, and smaller pets including fish and aquarium products. Not a specialist but a broad incumbent competitor in the same end-customer basket (aquarium/pet hobbyists) across the same European footprint.
• Hornbach: Dutch/German DIY and home improvement retailer carrying aquarium, pond, and pool supplies as part of a much broader home and garden assortment. Overlaps with AquastoreXL in pond and pool equipment as a broad incumbent competitor.

Emerging players

• Reef2Reef: US reef-aquarium community and retailer combining deep hobbyist content with a curated equipment marketplace. Partial overlap with AquastoreXL's planted-tank and equipment focus, differentiated by a stronger saltwater/community emphasis.

Direct peers

• Marine Depot: US-based specialty e-commerce retailer of aquarium equipment, filtration, lighting, and supplies — a high-SKU specialist store analogous to AquastoreXL but US-focused. Comparable curation of multi-brand aquatics inventory and D2C web-led model.
• Aquarium Co-Op: US-based aquarium products retailer with strong educational content (YouTube/blog) and curated multi-brand aquatics catalog. Direct comparable on the content-led e-commerce plus specialist curation playbook that AquastoreXL also runs.
• Swell UK: UK-based online aquarium supplies retailer offering aquariums, plants, equipment, and livestock across multiple brands. Direct competitor to AquastoreXL with the same B2C e-commerce specialist model, just operating in a different (UK) geography.
• Aqua Forest Aquarium: US specialty aquascaping and planted-tank supplies retailer focusing on CO2 systems, substrates, lighting, and aquascape hardware. Highly comparable to AquastoreXL's aquascaping category and multi-brand specialist approach.
• Wet Spot Tropical Fish: US aquarium specialty retailer combining livestock with equipment, supplies, and plants. Comparable specialist multi-category aquatics playbook to AquastoreXL's D2C approach.

Regional players

• Pets Place: Dutch specialty pet retail chain with a broad assortment including fish, aquarium supplies, and small animals. Same Dutch geography and overlapping aquatics/pet hobbyist target customer, but operated as physical stores rather than e-commerce led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aquastorexl
• Xx.com/aquastorexl
• Facebookfacebook.com/aquastorexl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aquastore XL