Williamstown Aquarium imports/grows for sale by retail wholesale and online Melbourne's largest range of marine fish, corals and inverts, plus freshwater tropical and cold-water fish, and plants. It also has a full range of aquarium equipment and products to support aquatic animals and plants.
The business was established by the current owner in 2009. It is now one of Melbourne's best recognised aquariums and has the largest range of marine fish of any Victorian seller. The business also has a huge range of corals, freshwater fish, and plants.
Williamstown Aquarium operated from a large warehouse facility in Kororoit Creek Road, Williamstown North, located just 11 kilometres from Melbourne's central business district. There are no similar businesses in the surrounding suburbs and the business services customers from all over Victoria.
Williamstown Aquarium holds permits to import both marine and freshwater fish. Importing fish directly ensures healthier fish, along with a larger variety and better pricing. This is a great point of difference for the business. There are only a small number of permit holders importing in Victoria. Williamstown Aquarium's most proximate competitors do not have this advantage.
The vendor works full time in the business across all aspects of the operation. Williamstown Aquarium also employs an additional 5 staff including an Import Manager, Store Manager plus 2 casual and 2 part-time staff.
There is opportunity to grow Williamstown Aquarium by further expanding the range of freshwater fish which will attract new customers to the already significant customer base, as well as increasing growth by wholesaling fish to other retailers.
Williamstown Aquarium has developed its own brand of products called "Aquatic Management Solutions" (AMS). This trademarked brand of imported products are sold with a much larger margin than other local wholesalers. The AMS brand has improved the overall profit margin for the business and has also broadened the range delivered to clients. By introducing new product ranges and continuing to import more dry goods under the AMS brand, there is further opportunity for the business to continue to grow.