Recent rumors about Euro-Reef changing hands to a new company called Reef Dynamics are proving to be true. A quick call over to Euro-Reef takes you to a voicemail message stating as of January 1, 2010 Euro-Reef will no longer be processing new orders or providing support. A quick glance at both websites show the addresses to be identical but each having a different phone number. We were informed by Reef Dynamics that an official announcement will be made next week. Read more on this story after the jump.
Reef Dynamics touts “With 30 years of experience, we can help you get it right the FIRST TIME!” on their website, where Euro-Reef’s site acknowledges over 11 years experience in the industry. There are no official mentions on either website or product support forums about the move or clarifying the relationship of both companies. When we called Euro-Reef’s phone number, a recorded message states:
“As of January 1st, 2010 Euro-Reef Inc., will no longer be processing new orders or providing product support. Continued support for Euro-Reef brand products is now being handled by Reef Dynamics, the premier manufacturer of handmade protein skimmers in the U.S. …”
In recent years, Euro-Reef shifted distribution strategies from an online distribution presence to a complete “brick and mortar” approach that fractured the companies brand loyalty. In February 2009, the company fired back from its pullout from the online market in 2007 with a new website and a split in the company to create two entities — one to focus on larger tanks and another exclusively focusing on the burgeoning nano side of the hobby.
This seemed to be promising, with the company embracing the fallout from the apparent “disappearance” of the brand from the hobby and looking to move past it. Euro-Reef even had some pretty remarkable new products coming into the market including the alloy meshwheel we brought you from MAX in Southern California in May, a limited edition BBE180 priced at around $300 and a double-pump nano skimmer. We are looking forward to Reef Dyanamics’ official announcement next week and will report more then.