Integrity, or Lack Thereof, in the Aquarium Industry

Integrity and being true to your word is something that is often compromised in this industry, and it doesn’t put us in good stead for building a solid foundation for the growth that we all desire.

This race to the bottom with price cutting ultimately affects the industry’s growth as a whole and happens in many different ways; when stores bypass wholesalers and import fish directly; when wholesalers bypass stores and retail fish directly to the public; when fish producers bypass wholesalers and/or stores and retail fish directly from home; and when fish producers bypass wholesalers and sell directly to stores at prices that don’t allow wholesalers to exist. I understand everyone is doing the best for their own business model, but as a wholesaler, we are getting our grass cut from both ends, which is getting harder and harder to stomach. I am sure retail customers also see the effects, but I can only speak from my experience in the wholesale sector.

With that said, I do regularly hear complaints from many stores that struggle to sell certain lines of dry goods as the landed wholesale price to them is similar to the online retail price. I want to understand how this kind of business practice exists, as it certainly has a huge impact on the bottom line of many stores. Does it come back to the integrity of the wholesaler/distributor? Do some retailers sell their products at cost for some reason? Are the ones selling at regular cost, getting greater discounts, or receiving incentives from the distributor that other stores cannot get? When I see my customers facing these kinds of situations, it saddens me greatly. Do we just accept this as the natural evolution of our industry, or is there something drastically wrong here? Do shops need to stop carrying those lines, pushing the customer to buy cheaper online products? Ultimately, it goes to where everyone loses money.

I was astounded when I looked into Pet Circle and discovered that they were running at a net loss of AU$36.9 million at the end of 2025 (https://www.afr.com/companies/retail/heavily-backed-pet-circle-slides-deeper-into-the-red-as-costs-jump-20251103-p5n78m). I wonder whether this is a strategic war of attrition: those with the deepest pockets are willing to do business in this manner so that eventually they will be the last ones standing and can monopolise the market. It seems like it, especially when you compare it with the almost-extinct corner stores versus the giant supermarket brands. Similarly, when you look at fishing tackle stores, independently owned businesses are becoming fewer and farther between compared with big-box tackle shop franchises. Perhaps this issue spreads across all sectors of small business industries.

For us to grow and build a healthy industry, some benchmarks need to be put in place to ensure healthy long-term growth is met. The mentality of every man for himself cannot be our only strategy.

At Aquatic Solutions, we have always strived to set a good example by doing the ‘right thing’ for the industry, even at times to the detriment of the business. We could easily follow suit and retail fish directly, as most of Australia’s largest wholesalers do. However, we stay in our lane because we are committed to delivering on our promise to the stores we supply. Is this acknowledged and support reciprocated, or does it not matter who does what these days?

Being an importer and wholesaler of aquarium fish has its challenges. Just as brick-and-mortar stores often complain about smaller online operations undercutting them, we too have a significant number of smaller importers who often sell fish more cheaply because they have lower running costs, with fewer staff and fewer tanks to maintain. While I think there is space for competition, cheapening a fish for quick gain shows a lack of integrity for the livelihood of the whole industry many depend on.

One of the greatest challenges in running a wholesale and import business occurs when stores open quarantine rooms, enter the wholesale market in direct competition with us, and still expect the same privileges from us. It really shocks me when businesses do this, undercutting wholesalers, then asking for discounts and preferential access to fish they cannot source or for which they do not have the contacts.

Looking at the bigger picture, we really need a peak body that helps all facets of the industry, keeps everyone included, and encourages people to do the ‘right thing’.

I believe a representative body could potentially step up and assist with this, but it needs assistance and backing from other industry leaders and from all facets of the industry to ensure that, as a group, the agenda of making the industry better as a whole is met without bias.

Over the years, our peak body has had all manner of personal agendas pushed, whether it be a bricks-and-mortar-store agenda or the agenda of a specific wholesaler. We have also seen serious misconduct and corruption breaches. This has not instilled a sense of confidence or solidarity and is likely why many still resist joining any current leadership associations we have guiding the aquarium industry.

Perhaps we do need clearer expectations, greater accountability, and a stronger sense of responsibility to one another across every level of the industry. Importers, wholesalers, retailers, producers and industry representatives all have a role to play.

Ultimately, this isn’t about protecting one business model over another. It’s about creating an industry where businesses can compete, innovate and grow without undermining the very network that supports us all.

Equally, I am not writing this to pass judgement, point fingers or blame individuals and their businesses. It is about recognition of a problem that seems to be growing, and most are either unaware or deciding to turn a blind eye to it. I hope this is read and received knowing and understanding my passion for our industry as a whole.

Julian Wong B.Sc. Hons
JMW International Pty. Ltd. t/as Aquatic Solutions