Finally we are getting communication again from Euro Reef. Depending on who you talked to you might have heard any one of several rumors floating around the industry. Back in late 2007 and early 2008 Euro Reef decided to only ship to brick and mortar stores with a MAP (Minimum advertised price). Along with that there are now two divisions of the company, Euro Reef aquariums systems and Euro Reef Nano systems. Euro Reef also relaunched their website with a much needed refresh and new look. One new product to be on the lookout for is their new nano media reactors which will be sure to be a popular and instant hit. We aren’t sure we agree with the branding strategy of only selling to LFS (local fish stores) but we will see if that strategy works for them as 2009 pans out. Be sure to visit the new site to take advantage of the clearance sale they are having on many legacy products. You can click the read link below for the full press release.
EURO-REEF, INC. RE-LAUNCHES BRAND IN NORTH AMERICA
Euro-Reef is back and better than ever; poised to regain their seat as the world’s premier manufacturer of saltwater aquarium filtration products.
Euro-Reef Sells OnlyÂ to Bricks & Mortar Retailers…
In 2007 Euro-Reef decided to implement a unique business model that focused on the retail bricks & mortar Local Fish Store (LFS) and pulled their products from all online retailers. The new model also called for the closure of all distributor accounts in North America. Although their products have remained available to the LFS and qualified aquarium design/service professionals, the exposure of the brand suffered due to some confusion regarding 2008’s January Press Release. “It was a tough decision, but we knew it was time to make a change and the choice to support the LFS exclusively was a key component of our new model.” says VP Jeff Macar. The VP says that they took the time to evaluate where the brand stood in the market place and to determine the best way to provide quality products to the Local Fish Stores. “Our product belongs in the LFS.” Macar said, “A potential Euro-Reef customer needs to see the quality of our product first hand. They also need expert advice, and they get that at their LFS.”
The company continues to enforce a Minimum Advertising Price (MAP) policy. In order to serve hobbyists that cannot buy Euro-Reef products in their area, products may be purchased directly from the new Euro-Reef web site at the MAP. “This,” Macar says, “ensures that there is no online competition for our LFS dealers. The product is just for them and no other manufacturer is offering them that.”
This philosophy, Jeff Macar says, is the way of the future for this unique industry. “The LFS is under more pressure than ever before and as they are the backbone of the entire hobby, it is devastating to see the numbers and rate at which they are going under. We as manufacturers have to take a close look at that and realize that every store that closes takes a lot of potential/future hobbyists with it. I think that manufacturers have been favoring giant PO’s from giant online dealers for far too long and the damaging effects can be seen quite clearly in our industry.”
Two New Divisions
Nov 1, 2008: Euro-Reef, Inc. now operates in two distinct divisions; Euro-Reef Aquarium Systems – Specializing in Protein Skimmers and products for marine aquariums 50 gallons and larger, and Euro-Reef Nano Systems – Specializing in Nano Skimmers and products for marine aquarium 50 gallons and smaller. These divisions allow the company to have focused energies on products for these very distinct parts of the aquarium hobby. A whole host of new products and innovations are scheduled for release this year including a new alloy mesh-wheel included with all current Nano Skimmers, and soon to be optional for all Euro-Reef brand protein skimmers past and current. Product design updates include REV 3.0 outlet assembly on all RS Series skimmers as well as a new offering of 10″ diameter protein skimmers which should be available in March of this year.
02/09/2009: As part of the effort to re-launch the Euro-Reef brand in North America, Euro Reef Aquarium Systems has introduced a brand new website at http://www.euro-reef.com. This new website is a vast improvement on their previous site, offering more information, pictures, videos, product maintenance tips, online product registration, integrated dealer locator map and zip code search, a new improved aquarium photo gallery, and enhanced wholesale and retail ordering capabilities through Online Store. In addition, there is also new site featuring the Nano Systems product line at www.nanoreefsystems.com. The websites are interconnected for ease of use an navigation.
Euro-Reef, Inc, based in Laguna Hills CA, has been manufacturing protein skimmers and other saltwater filtration equipment for over eleven years. For more information, or questions regarding this press release, please contact Clayton Taylor. Contact information provided above.