What sera Group does

sera Group is a privately held German manufacturer headquartered in Heinsberg that develops and supplies feed, care products, and equipment for aquariums, terrariums, and garden ponds. The company operates a multi-brand portfolio — sera (premium 'Made in Germany' products for over 55 years), Interpet (UK aquaristics), Blagdon Aquagarden, and Blagdon (UK garden pond products with over 60 years of heritage) — serving animal enthusiasts ranging from entry-level hobbyists to experienced keepers across nine countries (Germany, UK, Spain, France, Netherlands, Portugal, Italy, Czech Republic, US).

The product range covers nutritional feeds, water and habitat care chemistry, and a broad equipment line including internal/external filters, aquarium and pond pumps, heaters, LED lighting systems (including solar-powered pond lights), UV/feature equipment, and aquaponics units. Manufacturing is centralized at the Heinsberg headquarters with stated strict quality controls, and product R&D draws on the internal sera Academy knowledge center for species-appropriate husbandry expertise. Multiple products contain Substances of Very High Concern above 0.1% by weight (notably lead in electronics/lighting/heater components, plus PFBS and PDDP in select ranges), which the company discloses under EU and UK REACH Article 33 obligations.

The business operates a B2C/retail model selling through independent pet and garden retailers, supported by localized country websites serving as content and brand channels. Direct customer relationships appear limited to consumer care inquiries routed to a central [email protected] inbox. No public revenue, funding, or employee headcount detail beyond the 51-100 range is disclosed, and no enterprise customer concentration has been identified; revenue mechanics are volume-based across mass-market hobbyist consumers in the specialty pet category.

Name

sera Group

Legal name

sera Group

Website

https://sera-group.biz

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Short description

sera Group is a privately held German manufacturer of premium feed, care products, and equipment for aquariums, terrariums, and garden ponds, sold under the sera, Interpet, Blagdon, and Blagdon Aquagarden brands across nine countries. The company serves hobbyist pet owners ranging from beginners to experienced keepers via retail distribution and localized country websites.

Ownership category

akta.pro rank

Product category

Aquarium, Terrarium and Garden Pond Pet Care Products

akta.pro primary industry

Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO)

Keywords

• Aquarium fish food
• Pond care products
• Aquarium equipment
• Terrarium supplies
• Pet care products

Headquarters

HQ city

Heinsberg

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels3 records

Marketing channels1 record

Core offering

sera Group develops, manufactures and supplies premium feed, care products and equipment for aquariums, terrariums and garden ponds. The portfolio is sold under the sera, Interpet, Blagdon Aquagarden and Blagdon brands, produced at the company's Heinsberg, Germany headquarters with strict quality controls and more than 55 years of domain experience. The offerings target both beginner and experienced hobbyists seeking species-appropriate habitats, nutrition and water-world solutions.

Product overview

sera Group is a multi-brand company offering premium pet care products centered on aquarium, terrarium, and garden pond ecosystems. The portfolio includes sera (core brand — premium products for aquarium, terrarium, and garden pond, made in Germany for over 55 years with strict quality controls and production at the Heinsberg headquarters), Interpet (UK-focused aquaristics sub-brand offering creative technology solutions for modern aquaristics), and Blagdon/Blagdon Aquagarden (UK-focused garden pond sub-brands offering elegant, easy-to-use pond technology developed with British expertise spanning over 60 years). The products encompass feed, care products, and technology solutions serving both beginners and experienced pet owners.

Differentiator

Problem solved

Functional benefit

Brands

• sera: Premium products for aquarium, terrarium and garden pond - Made in Germany. High-quality feed, care products and technology with over 55 years of experience.
• Interpet
• Blagdon Aquagarden
• Blagdon

Products and services

• sera Premium feed, care products and technology for aquarium, terrarium and garden pond, developed and produced in Germany for over 55 years under strict quality controls. Designed for animal lovers and hobbyists worldwide, from beginners to experienced keepers.
• Interpet Creative technology solutions for modern aquaristics, offering reliable and innovative products ideal for beginners and experienced aquarians with a focus on simple application, quality and appealing design. Sold under the wholly-owned Interpet brand in the United Kingdom.
• Blagdon Aquagarden Stylish garden pond product line offering elegant, easy-to-use pond technology and care products developed in collaboration with British garden pond specialist Blagdon, aimed at all experience levels for creating beautiful and healthy ponds.
• Blagdon Garden pond product range developed and tested in the United Kingdom for over 60 years, delivering innovative, user-friendly products that bring water to life in gardens with reliable technology and easy application.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• JBL GmbH & Co. KG: JBL is a German manufacturer of premium aquarium products including fish food, water treatments, fertilizers, and technical equipment. Closely comparable to sera in target customers, product breadth, 'Made in Germany' positioning, and specialist hobbyist focus.
• Aqua Design Amano (ADA): ADA is a Japanese premium brand in planted aquariums — substrates, fertilizers, CO2 systems, and aquascaping tools. Comparable to sera as a high-end, design-led aquarium brand serving enthusiast hobbyists, though stronger in planted-tank niche.
• Oase Living Water: Oase is a German specialist in garden pond and water-feature technology, including pumps, filters, and lighting. Directly comparable to sera's Blagdon/Blagdon Aquagarden brands and a leading European competitor in the garden-pond equipment segment.
• Velda: Velda is a Dutch specialist in garden pond equipment, water treatments, and fish-care products. Comparable to sera's Blagdon pond brands on category, channel (specialty retail), and European mid-market positioning.
• Eheim (Jäger Group): Eheim is a German-based premium brand for aquarium technology — filters, pumps, heaters, and accessories. Comparable to sera on German manufacturing heritage, premium positioning, and overlap in aquarium equipment category.
• Hikari (Kamihata Fish Industries): Hikari is a Japanese manufacturer of premium fish food and aquatic diets, including specialty and therapeutic formulations. Comparable to sera on the fish-food and nutrition side of the portfolio.

Emerging players

• Aquaforest: Aquaforest is a Polish manufacturer of marine-aquarium supplements, salts, and water-care products. Comparable to sera in water-treatment chemistry and nutrition, but focused on the marine/saltwater niche.

Broad incumbents

• Tetra (Spectrum Brands): Tetra is the global category leader in aquarium fish food, water care, and equipment under Spectrum Brands' Home & Personal Care segment. Directly comparable to sera as a multi-product aquarium brand, but operates at far greater scale and broader geographic reach.
• API (Mars Fishcare): API is a US-based aquarium water-care and fish-health brand owned by Mars Petcare. Comparable to sera on water-treatment and care products; broader incumbent backed by Mars' global distribution.
• Hagen (Fluval, Marina, Nutrafin): Hagen is a Canadian pet-products group whose Fluval and Marina brands compete in aquarium equipment, food, and decor. Comparable multi-brand aquatics portfolio with broader geographic reach than sera.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sera-group-biz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Group