Aquarium Industries Named Exclusive Australian Distributor for sera Aquatic Products

Aquarium Industries, Australia’s largest supplier of high-quality freshwater and marine aquarium fish to the retail sector, is proud to announce an exciting partnership with global aquarium foods and products leader, sera.

Fish are the third most popular pet in Australia, following dogs and cats, with more than 12 percent of households keeping pet fish. As more Australians seek low-maintenance and cost-effective pet options, aquarium keeping remains an engaging and rewarding option. Maintaining healthy pet fish relies on quality nutrition and care products, and trusted expertise — making this new partnership a significant development for the growing community of fish keepers across the country.

With headquarters in Germany, sera is known for their high-quality aquarium food and care products, and has been manufacturing products for aquariums, ponds and terrariums to delight hobbyists worldwide for more than half a century. Based in Victoria, Aquarium Industries will be sera’s sole distributor in Australia, offering a wide range of products to independent and key retail groups ensuring ease of access for consumers across the country.

“With over 50 years of experience in supplying pet and aquarium retailers, Aquarium Industries is proud to be Australia’s leading fish wholesaler,” said Dr. Josiah Pit, PhD (Aquaculture), chief operating officer, Aquarium Industries. “Combining our legacy with sera’s high-quality food, care and technical products and decades of experience in manufacturing and distributing quality products, the partnership between sera and Aquarium Industries is set to reshape the landscape of aquarium products in Australia.”

From June 2025, sera fish food products will be available to purchase exclusively through Aquarium Industries and their stocklists.

“Initially, Aquarium Industries will be importing an extensive assortment of sera fish foods — over 110 products — for all customers to enjoy. In the future, we’ll expand the range to include a wide variety of dry goods products, such as sera test kits, Siporax filter material, and other well-renowned sera aquarium products,” said Dr. Pit.

Dr. Pit’s enthusiasm is shared by sera, whose renewed brand identity marks a new chapter for the company on a global scale.

“sera’s new and revitalized brand identity has come as a breath of fresh air for the company, allowing them a fresh start to continue their growth in the aquarium trade. With this new identity comes a wide range of useful tools, helping aquarists care for their fish more efficiently than ever before,” said Simon Gierlings, director of global sales & marketing at sera. “I recently travelled the long journey from Germany to Australia because Australia is an important market for us. The aquarium scene there is fascinating, with excellent pet stores, impressive live animal facilities, and a strong awareness of sera’s German-made high quality fish foods. During my visit, I had many open conversations and received valuable feedback, however I noted the product availability has been limited, making change necessary. After in-depth talks with Aquarium Industries, we found a strong partner who shares our vision. Their expertise as breeders, fish wholesalers, and distributors makes them the perfect fit. With our recent rebranding, we now have the opportunity to expand our brand in Australia. Together with Aquarium Industries, we look forward to strengthening the sera brand and shaping the future of the market.”

Dr. Pit noted: “As a young kid, I remember feeding my fish with sera foods, so while I was in Germany late last year it was exciting to get a tour of the sera facility to witness the high-quality standards applied in making their fish foods. Aquarium Industries has always recognized the high quality of sera fish food and products, having both sold and used their products in the past. We are really looking forward to our partnership with sera to regain their strong position within the Australian market. As part of this incredible partnership, Aquarium Industries has committed to incorporating sera foods into the AI ecosystem. Aquarium Industries fish will be fed sera fish foods, including fish at our Melbourne warehouse and our Queensland farm facilities. We are incredibly grateful to be able to use such high-quality food at all of our facilities while the fish are in our care. We are very excited to be expanding the range of sera fish foods available to the Australian consumer as well as introducing products to the market that have never been seen in Australia before.”