Aquamania Superstore

What Aquamania Superstore does

Aquamania Superstore Ltd is a privately held, UK-based specialty retailer founded in 1994 and headquartered at Higher Audley Street, Blackburn, Lancashire (BB1 1DH). The company sells products across four principal categories: indoor aquatics (aquariums, filtration, lighting, heating, fish food, decorations, live plants, and maintenance), outdoor aquatics (pond supplies, pumps, liners, and pond plants), pets and reptiles (bird, cat, dog, reptile, and small animal products), and wildlife kits and accessories (wild bird, insect, amphibian, and biodiversity products). The assortment spans more than 40 product sub-categories and combines an own-brand Aquamania line with over 40 third-party brands including Juwel, Biorb/Oase, Fluval, Tetra, Exo Terra, Zoo Med, API, and Eheim. Pricing ranges from £0.99 (airline suckers) to £405.99 (LED lighting systems), with gift cards from £5 and free delivery on eligible orders over £60.

The business operates a hybrid direct-to-consumer model combining a physical retail store in Blackburn, an e-commerce storefront at aquamania.co.uk powered by the EKM platform, and a phone ordering channel at (01254) 663399. Online customers can checkout via Visa, PayPal, Mastercard, or Apple Pay and opt for home delivery or free in-store collection. The company holds Pet Shop Licence PP17069 issued by Blackburn with Darwen Borough Council, which is required to legally operate as a pet shop in the UK. Marketing is conducted through organic social channels (YouTube, Twitter, Instagram, Facebook), a blog, and email newsletters. Customers served include aquarium and fish hobbyists, pond owners, reptile and amphibian keepers, bird and small animal owners, and wildlife enthusiasts, with no enterprise or B2B segment disclosed. Aquamania is controlled by its director, Mr A. Cook, with no external institutional investment or parent company identified, and operates with a headcount of 11-50 employees.

Name

Aquamania Superstore

Legal name

Aquamania Superstore Ltd

Website

https://aquamania.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Aquamania Superstore is a UK-based specialty retailer, founded in 1994, selling aquatic, pet, reptile, and wildlife products to hobbyists and consumers via its Blackburn physical store, aquamania.co.uk e-commerce site, and phone orders.

Ownership category

akta.pro rank

Product category

Pet and Aquatic Supplies Retail

NAICS

Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Aquarium & Fish Supplies Retail (CRALAHAI)

akta.pro secondary industry

Reptile & Amphibian Supplies Retail (CRALAHAJ)

Keywords

• Aquatic pet supplies
• Reptile care products
• Pond supplies retail
• Fish keeping equipment
• Pet superstore retail

Headquarters

HQ city

Blackburn

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Retail Sales: Online sales through the aquamania.co.uk e-commerce platform, offering products across indoor aquatics, outdoor aquatics, pets & reptiles, and wildlife categories. Customers can browse, add to cart, and checkout online with various payment methods including Visa, PayPal, Mastercard, and Apple Pay.
2. Physical Retail Store Sales: In-store purchases at the Blackburn, Lancashire location. The store offers free in-store collection for online orders and stocks the same product range available on the website.
3. Phone Orders: Telephone sales channel at (01254) 663399 for customers preferring to order by phone.
4. Gift Cards: Online gift cards available from £5, providing a prepaid store credit mechanism.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Aquamania Superstore is a UK-based specialty retailer selling aquatic, pet, reptile, pond, and wildlife supplies through its own e-commerce website (aquamania.co.uk) and a physical retail store in Blackburn, Lancashire. The product range spans indoor aquariums, pond equipment, reptile habitats, bird and small animal supplies, and wildlife kits, stocking both own-brand Aquamania products and major third-party brands such as Juwel, Biorb/Oase, Fluval, and Tetra.

Product overview

Aquamania Superstore is a UK-based specialty pet, aquatic, and reptile retailer operating as a comprehensive superstore. The product portfolio is organized into four main categories: Indoor Aquatics (the largest category including aquariums, filters, air pumps, lighting, heating, fish food, decorations, live plants, botanicals, and tank maintenance), Outdoor Aquatics (pond supplies including pumps, filtration, liners, decorations, and pond plants), Pets & Reptiles (bird products, cat and dog supplies, reptile products, and small animal products), and Wildlife Kits & Accessories (wild bird products, insect care, amphibian supplies, and wildlife-friendly products). The store also operates a physical Mania's Mega Market/Car Boot Booking service. Aquamania carries its own branded products including fish foods, water treatments, air equipment, and aquarium accessories, alongside an extensive range of third-party brands including Juwel, Biorb/Oase, Fluval, Tetra, API, Arcadia, Zoo Med, Habistat, and many others. The business operates on an e-commerce platform with a loyalty scheme and free delivery on orders over £60.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Aquatics
• Outdoor Aquatics
• Pets & Reptiles
• Wildlife Kits & Accessories
• Mania's Mega Market / Car Boot Booking

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pets at Home: UK's largest pet retail chain with physical superstores and a scaled e-commerce platform across aquatics, reptiles, dogs, cats, and small animals — overlaps broadly with Aquamania but with vastly greater scale, pricing power, and delivery footprint.
• Pets Corner: UK high-street and online pet retailer stocking aquatics, reptiles, small animals, dogs, cats, and birds — a broad incumbent with overlapping category coverage and similar B2C positioning.
• Jollyes: UK national pet retail chain operating physical stores and online, covering aquatics, reptiles, small animals, and core pet categories — comparable as a broad incumbent serving overlapping hobbyist and pet-owner segments.
• Amazon UK (Pet Supplies category): Dominant UK online marketplace that competes directly on assortment, price, and delivery speed across every category Aquamania serves — a structural competitive threat across the full product portfolio.

Direct peers

• Swell UK: UK-based online aquatics specialist stocking aquariums, filtration, lighting, plants, and fish food across hobbyist and professional segments — overlapping heavily with Aquamania's indoor aquatics and live plants ranges.
• Northampton Reptile Centre: UK specialist reptile retailer with a strong online presence selling vivariums, heating, lighting, and reptile care products — directly comparable to the reptile arm of Aquamania's Pets & Reptiles category.
• Maidenhead Aquatics: UK specialist aquatic retailer operating both physical stores and an e-commerce site (fishkeeper.co.uk), with deep aquarium, pond, and tropical fish ranges directly comparable to Aquamania's indoor and outdoor aquatics categories.
• All Pond Solutions: UK pond and aquatics specialist retailer focused on filtration, pumps, liners, UV clarifiers, and pond equipment — closely comparable to Aquamania's Outdoor Aquatics / pond product range.

Emerging players

• Reptiles Plus: UK-based online reptile supplies specialist offering vivariums, heating, lighting, and feed — an emerging niche player with partial overlap to Aquamania's reptile category.

Others

• Juwel Aquarium (brand): Aquarium manufacturer whose products Aquamania stocks and resells across Juwel aquariums, filters, lighting, and heaters — included as a key supplier/brand partner rather than a competitor, illustrating Aquamania's brand-portfolio strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/aquamania_shop
• YouTubeyoutube.com/user/aquamania1
• Facebookfacebook.com/aquamania.superstore
• Instagraminstagram.com/aquamaniasuperstore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aquamania Superstore