Aquarium with coral and tropical fish


Direct-to-consumer eCommerce business in an enthusiast niche market acquired by an investment firm specializing in growing internet commerce businesses

Bulk Reef Supply logo and Bertram Capital logo

Bulk Reef Supply® (BRS) is the largest supplier of saltwater aquarium equipment to consumers in the world. The founders would say they “created” the market because they attract new customers to the hobby and expand the participation of existing “reefers” with highly effective social media and by introducing new and innovative products on a scale greater than traditional pet shops. In the absence of market studies, Franklin Partners created a compelling investment thesis from the company’s internal data showing accelerating customer acquisition, declining customer acquisition costs, increasing customer lifetime value and other metrics.

The forward-thinking ownership team also deployed E.O.S. to facilitate growth without the use of outside capital.

Bertram Capital, an investment firm with expertise building consumer brands, won the sale process.

Franklin Partners logo

Franklin Partners Inc.
222 South Ninth Street #3050
Minneapolis, Minnesota 55402

Join our newsletter
Sign up to receive announcements and updates from us.

©2024 Franklin Partners, Inc. All rights reserved.