sera

What sera does

sera GmbH is a German manufacturer of consumer products for aquaristics, garden ponds, and terrariums, headquartered in Heinsberg, North Rhine-Westphalia. Founded in 1979 and operating for over 45 years, the company produces more than 2,000 articles spanning fish food (staple, color, herbal, treats, and species-specific formulations for cichlids, discus, goldfish, catfish, shrimp, and rearing juveniles), water care (analysis, conditioning, parameter optimization, algae prevention, disease treatment, plant care), and technical equipment (filters, UV-C systems, LED lighting, pumps, heaters, CO2 systems, and accessories). Proprietary technologies include the siporax biological filter medium, Bio Protect Formula water conditioners, and integrated UV-C water treatment systems used across aquarium and pond product lines.

The company operates a B2B2C distribution model, selling exclusively through zoological specialty retailers (Zoofachhandel) in more than 80 countries, supported by wholly-owned subsidiaries in Germany, Czech Republic, and Spain and a network of export distribution partners. Its primary customer segments are residential aquarium hobbyists, pond keepers (Koi, goldfish, Sterlets), and terrarium owners, with specialty pet retailers serving as the indirect trade channel. Revenue is generated through one-time product sales; pricing is not publicly disclosed. Supporting services include the sera Online Laboratory for free water analysis, a species-care encyclopedia, FAQ resources, and a telephone hotline.

Since 2024, sera has pursued an active consolidation and expansion strategy: a brand refresh at Interzoo 2024, an exclusive distribution partnership with Aquarium Industries for the Australian market (March 2025), and the full integration of Interpet Ltd. — together with the Interpet, Blagdon, and Aquagarden brands — into a newly formed sera Group effective July 2025. The combined group presented over 120 products as sera Group at Interzoo 2026, signaling cross-brand portfolio consolidation and post-acquisition integration under a unified corporate identity.

Name

sera

Legal name

sera GmbH

Website

https://sera.de

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

251–500 employees

Short description

sera GmbH is a German manufacturer of aquarium, pond, and terrarium care products, producing 2,000+ articles including fish food, water treatments, and filtration equipment, distributed via specialty retailers in 80+ countries and recently expanded through Interpet Ltd. integration.

Ownership category

akta.pro rank

Product category

Aquarium and Pond Care Products

NAICS

Animal Food Manufacturing (3111)

akta.pro primary industry

Fish & Aquatic Feed (ornamental) (CRADAFAL)

akta.pro secondary industry

Fish & Aquarium Feed (Ornamental) (AFADAFAL)

Keywords

• Aquarium care products
• Pond filtration systems
• Fish nutrition products
• Terrarium equipment supplies
• Water treatment solutions

Headquarters

HQ city

Heinsberg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aquarium Products Sales: sera generates revenue through the sale of physical products for aquarium, pond, and terrarium care including fish food, water treatments, filter media, technical equipment, and accessories through specialty retailers worldwide.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

sera manufactures and distributes more than 2,000 articles for ornamental aquariums, garden ponds, and terrariums. The product range covers species-specific fish food (freshwater, marine, Koi, pond fish), water care products (conditioners, treatments, test kits), and technical equipment (filters, UV-C systems, pumps, lighting, heaters). The company also operates a free online water-analysis service (sera Onlinelabor) for end users.

Product overview

sera is a German manufacturer based in Heinsberg, North Rhine-Westphalia, producing over 2000 articles for aquariums, garden ponds, and terrariums. The product portfolio consists of fish food products (staple, color, herbal, treats, species-specific foods for cichlids, discus, goldfish, catfish, shrimp, and special/rearing foods), water care products (water analysis, conditioning, optimization, algae prevention, disease treatment, plant care), and technical equipment (aquarium/pond/terrarium sets, filters, UV-C systems, LED lighting, pumps, heaters). The company offers an online lab service for free water analysis. At Interzoo 2026, sera announced the formation of sera Group following the integration of Interpet, Blagdon, and Aquagarden brands.

Differentiator

Problem solved

Functional benefit

Brands

• sera Group: The combined corporate group including sera, Interpet, and Blagdon Aquagarden brands.
• Interpet
• Blagdon
• Aquagarden
• sera aqua.test
• pond.care

Products and services

• sera aqua.test Water testing product line for monitoring key water parameters (e.g., pH, hardness, ammonia, nitrite, nitrate) in freshwater aquariums, marine aquariums, ponds, and terrariums; redesigned in 2026 for clearer structure and improved precision.
• sera siporax Proprietary high-performance biological filter medium for aquarium and pond filtration, providing high surface area for beneficial bacteria colonization to maintain optimal water quality.
• sera aquatan Water conditioner using Bio Protect Formula that instantly conditions tap water for fish-keeping use, suitable for both freshwater and marine aquariums.
• sera KOI Professional 12000 Pond Filter Professional-grade pond filter with a triple filtration system and integrated 24W UV-C clarifier, sized for garden ponds up to 20,000 liters or Koi ponds up to 12,000 liters.
• sera fil Compact internal aquarium filter (e.g., sera fil 60) for small aquariums, providing mechanical and biological filtration for crystal-clear water.
• Freshwater Fish Food Range Comprehensive line of foods for freshwater aquarium fish, shrimp, and crustaceans, including staple food, color food, herbal food, treats, catfish/loach food, cichlid food, discus food, goldfish food, shrimp/crustacean food, and rearing/specialty foods.
• Marine Aquarium Product Range Complete product range for marine aquariums, including marine fish food, invertebrate food, water care products for marine water parameters, and technical equipment (skimmers, pumps, UV-C systems, LED lighting, controllers).
• Pond Care Product Range Systematic pond care assortment for Koi, goldfish, Sterlets, and other pond inhabitants, including Koi Professional food, pond filters, UV-C systems, and water treatment solutions (sold under the pond.care sub-brand with new design as of 2026).
• Terrarium Product Range Terrarium care products including staple and supplementary food for tortoises, turtles, bearded dragons, and other reptiles, plus terrarium sets and technical equipment (filters, pumps, hoses, lighting, heater mats and heater cables).
• sera Onlinelabor (Online Water Lab) Free online water-analysis service where users enter their aquarium water test values and receive recommendations for improving water quality using sera products.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and regional.

• Interpet Ltd.coreStrategic or Co-development Partner · 1 July 2025Interpet Ltd. with brands Interpet, Blagdon, and Aquagarden was fully integrated into sera Group effective July 1, 2025. This merger combined multiple pet product brands under the sera Group umbrella, expanding the company's product portfolio and market presence.
• Aquarium IndustriesregionalChannel Partner/ Reseller/ Distributor · 1 March 2025Exclusive partnership announced in March 2025 for distribution in Australia. The first delivery of sera products to Australian customers marked the beginning of this exclusive distribution relationship, with Aquarium Industries handling local distribution.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tetra (Spectrum Brands): Tetra is the global market leader in ornamental fish food and aquarium care products, offering fish food, water treatments, and equipment across pet retail channels. Directly competes with sera across nearly every product category including flake foods, water conditioners, and filters.
• API (Mars Fishcare): API is a major North American aquarium water care and treatment brand owned by Mars, offering testing kits, water conditioners, and disease treatments. Direct competitor to sera in water care categories and medication segments.
• JBL GmbH & Co. KG: JBL is a German manufacturer of premium aquarium and terrarium products including fish food, water care, and technical equipment. Direct competitor to sera in the German-speaking and European specialty retail channel with overlapping product portfolio.
• NT Labs: NT Labs is a UK-based manufacturer of aquarium water treatments, testing kits, fish medications, and pond care products. UK market peer that now sits within the same sera Group distribution umbrella following the Interpet merger.
• OASE GmbH: OASE is a German manufacturer of garden pond technology including filters, UV-C clarifiers, pumps, and water treatments. Direct competitor in sera's garden pond product line with overlapping filtration and UV-C systems.
• EHEIM GmbH & Co. KG: EHEIM is a German manufacturer specializing in aquarium filters, pumps, and technical equipment — a direct competitor in sera's technical equipment line and a fellow German Mittelstand brand serving specialty retailers.

Regional players

• Tropical (Tropical Tadeusz Ogrodnik): Tropical is a Polish manufacturer of ornamental fish food and aquarium products serving primarily Central and Eastern European markets. Comparable in product focus (fish food, water care) but with a more regional geographic footprint.

Broad incumbents

• Rolf C. Hagen (Fluval, Marina): Hagen is a large Canadian pet products conglomerate offering Fluval aquarium equipment, Marina fish products, and broader pet categories. Broad incumbent with overlapping aquarium products but a much wider portfolio beyond the hobby category.

Emerging players

• Aqua Design Amano (ADA): ADA is a Japanese premium planted aquarium brand offering high-end aquascaping substrates, lighting, CO2 systems, and aquatic plants. Overlaps with sera's freshwater/planted aquarium technical equipment and plant care categories.
• Aquaforest (Aquaforest sp. z o.o.): Aquaforest is a Polish specialty manufacturer of marine aquarium products including salts, supplements, and water care. Focused competitor in sera's marine aquarium segment, particularly in European specialty retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sera-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

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 sera