EHEIM tops up its trophy cabinet in France

EHEIM tops up its trophy cabinet in France

Deizisau, june 2022 –The French trade journal "Animal Distribution Magazine" gives awards (in the form of gold, silver, or bronze trophies) to various brands and products in the pet sector every year. EHEIM regularly wins the coveted Animal Challenge trophies in the aquatics segment. And did so again this year! 

In France there is a comparatively much higher number of fish enthusiasts and aquarists than in Germany. Accordingly, EHEIM has constantly grown its business here in recent years. 

This is particularly evident in the annual market surveys conducted by "Animal Distribution Magazine", in which sales professionals and buyers in the industry, among others, assess the products and brands in various categories. The brands are ranked by practicality, efficiency, user-friendliness, handling, ergonomics, safety, design, environmental protection, innovation, logistics, distribution dynamics, sales support etc. 

This time, EHEIM was not only rated "Best Brand in the Pet Industry in France” but was also awarded the Gold Trophy as "Best Brand in Aquaristics" as well as the bronze trophy in the garden pond sector. 

The successful performance in the "Aquaristics" category was mainly due to the recent technological developments and innovations under the "EHEIM Digital" strategy, where the range of electronically controlled and networked equipment has increased. The products are designed to create an interactive, self-managed aquarium environment and optimal conditions for aquarium maintenance. A prime example is the electronically controlled EHEIM external filter professionel 5e, plus the LEDcontrol+ lighting control, the thermocontrol+e aquarium heater, the autofeeder+ feed automate, the climacontrol+ air conditioning unit and the CO2 night shut-off. 

The "Trophée de bronze" in the pond category was awarded to EHEIM for its extensive, high-quality garden pond range. This includes everything you need to operate or set up a biotope in the garden: from pond pumps and filters to UVC clarifiers, pond aerators, sludge extractors and ice-free holders. Even a high-pressure cleaner is part of the range. There are even alternatives to the foil pond: four smaller prefabricated pools (pond trays) made of robust, recyclable ABS plastic are offered under the name EHEIM LAKE. 

The presentation of the Animal Challenge trophies took place on 30 June in a ceremonial setting in Paris on a ship on the Seine. EHEIM Managing Director Ibrahim Mefire Kouotou, who was also honoured as "Manager of the Year", accepted the awards and thanked the actors of the "Animal Distribution Magazine" as well as the survey participants. He emphasised how important the market in France is for EHEIM and promised to continue their close and friendly cooperation: vive la France. 

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EHEIM voted "Best Brand” in the French Pet Industry

EHEIM voted "Best Brand” in the French Pet Industry

Deizisau, june 2022 – Every year, the French trade journal "Animal Distribution Magazine" conducts a survey of its readers. This year, EHEIM was voted "Best Brand in the Pet Industry in France", as well as winning other awards.

For years EHEIM has achieved great results in the annual market surveys of "Animal Distribution Magazine" and regularly receives trophies (ranked as gold, silver and/or bronze) in the coveted Animal Challenge categories. In addition to the gold trophy for “Best Brand in Aquaristics" and a bronze trophy in the pond sector, EHEIM has now also been awarded the gold trophy for "Best Brand in the Pet Industry in France".

Animal Distribution Magazine is the news magazine for the "animal universe" in France. It is aimed at distributors, suppliers, manufacturers, etc. in the pet sector. 

In the publisher's market survey, distribution professionals and buyers in the industry rate products and brands in various categories. The brands are ranked by practicality, efficiency, user-friendliness, handling, ergonomics, safety, design, environmental protection, innovation, logistics, sales dynamics, sales support, etc.

The fact that EHEIM has now been awarded the gold trophy as "Best Brand in the Pet Industry in France" is remarkable, as the pet market is very diverse and covers a wide range of areas. (Dogs / Cats, Birds / Small Mammals, Aquarium / Pond, Poultry, Animal Garden, Terrariums etc.), divided into different product families.

The success is no coincidence: EHEIM was awarded the international "World Branding Award" as "Brand of the Year" in 2017, 2019 and 2021 and was included in the "Brands of the Century" almanac in Germany in 2021. And after proving to be one of the most popular brands in Germany in various studies and receiving the "German Standards" brand award, corresponding results can be expected in France. After all, France is one of the most important markets in Europe for EHEIM. 

The Animal-Challenge trophies were presented to EHEIM's Managing Director Ibrahim Mefire Kouotou at a ceremony on a Seine ship in Paris on 30 June, where he was also honoured as "Manager of the Year". 

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Ibrahim Mefire Kouotou awarded Manager of the Year for the second time

Ibrahim Mefire Kouotou awarded Manager of the Year for the second time

Deizisau, june 2022 – As in 2020, the French trade magazine "Animal Distribution Magazine" awarded the Managing Director of the EHEIM Group the "Manager of the Year" award. 

Animal Distribution Magazine is the well-known pet industry magazine in France. It is published by the Media & Garden Group J. As part of its annual survey of dealers, distributors, suppliers and manufacturers, the magazine awards the coveted "Animal Challenge Trophies" for different product groups in various categories. In addition, a personality from the industry is honoured as "Manager of the Year". This year, as in 2020, the winner was EHEIM Director Ibrahim Mefire Kouotou. 

The fact that Mefire Kouotou received this award for the second time is partly due to his high profile in the industry. In 2020, he was already featured in the September issue of Animal Distribution Magazine in an article by Aurelie Bracaval. His statements on business management, cooperation and human attention were met with great interest. In just a few years, he has succeeded in developing a very positive dynamic for the EHEIM company. The employees are more motivated and committed than ever. In addition, with the new "EHEIM Digital" initiative, a new paradigm of electronic interactive control of aquarium technology was introduced and implemented. 

The success of EHEIM Aquaristik products in the French pet market is also part of his management record. The achievements and presence in France are enormous. 

The honour took place on 30 June at a festive ceremony on a ship on the Seine in Paris. Here he was also presented with the Animal Challenge 2022 gold trophies for EHEIM as "Best Brand in the Pet Industry in France", "Best Brand in Aquatics" and the bronze trophy in the pond sector. 

Ibrahim Mefire Kouotou was born in Cameroon and studied business administration in Germany. He joined EHEIM in 2002 and has gained experience in almost all positions in the company. He has been the sole Managing Director of the EHEIM Group since 2016/17. In 2019, he was appointed to the Senate of the Economy, among others, and is listed in DDW's "Who's Who of German Family Businesses". 

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EHEIM declines to participate in Interzoo 2022

EHEIM declines to participate in Interzoo 2022

Deizisau, february 2022 –  After the world's leading exhibition for the pet market, Interzoo, was postponed in 2020 due to COVID-19, and went digital in 2021, it is set to take place again in person in Nuremberg as usual from the 24 to 27 May this year. For EHEIM, however, we have decided that our participation at this time is too risky.

In the past few decades, EHEIM has been an ever-present at Interzoo. No expense was spared. Business friends and guests from all over the world were received here, new products were presented, customers and interested parties were advised, contacts were fostered, and business agreements were made. Due to the COVID-19 pandemic, and the global travel, health, and business uncertainty due to high infection rates, the company is foregoing participation this year.

"The decision was not easy for us, because Interzoo is the most important international trade fair for us," EHEIM general manager Ibrahim Mefire Kouotou said. "But the protection and responsibility for our employees and customers comes first. Health must be prioritised over economic interests."

For a long time, EHEIM's presence at Interzoo - like that of most other exhibitors - was associated with the presentation of new products and innovations. Feedback was received from the trade visitors and dealers, and suggestions and wishes could be dis-cussed and implemented. This would also have been the case this time - especially with us looking to showcase and get feedback on  the current aquarium technology concept "".  

However, EHEIM has been pursuing an extended strategy in recent years: new product launches are no longer dependent on trade fair appearances. Contact with customers, specialist dealers and multipliers has been intensified worldwide and is constantly maintained. The exchange of ideas and experiences takes place directly as well as through our branches and sales partners at home and abroad. The company is well networked, and we receive plenty of feedback from customers and dealers.

Nevertheless, Interzoo is and remains a very important occasion and marketing opportunity for EHEIM. It’s just that this year, as has been said before: The company is prioritising health for its employees and customers over purely economic interests. We feel that this is a good example of responsible management, and the best decision for the company at this time.

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EHEIM is voted "Most Innovative Company" 2021

EHEIM is voted "Most Innovative Company" 2021

Deizisau, february 2022 –  In a competition held by the forward-looking business club "The Grow", EHEIM came out on top as the "Most Innovative Company" in Germany. The Grow Award was presented at the Club's Annual Convention on 8 December in the Königssaal of the Bayerischer Hof in Munich.

“The Grow” is an innovative entrepreneurial club that connects medium-sized companies and start-ups in the German-speaking region (DACH). Their mission is to make the members stronger for future challenges through cooperation, and to further advance Europe as a location for innovation. Members are leading personalities from politics, business, and science.

The Grow Awards 2021 were presented in four categories, and the winners were decided using a combination of an online vote and a jury assessment. The categories were: Most Innovative Company; Most Innovative Entrepreneur; Most Innovative Start-up and Most Innovative Association.

In the category "Most Innovative Company", only three companies were on the shortlist. These were: Westwing, the integrated eCommerce platform for Home & Living; Bose, the renowned manufacturer of loudspeakers and other audio products; and EHEIM. In the end, EHEIM prevailed over the other two companies and came out on top. A statement said: “EHEIM has proven that digitalisation does not stop at pet supplies and aquatics”.

In fact, EHEIM has recently promoted further digitalisation in aquatics, with more and more aquarium technology being developed with digital controls. These include several Wi-Fi-capable products that can be configured and monitored wirelessly via smartphone, tablet, or PC. This range of products, the "EHEIM Digital" range, extends from aquarium filters, lighting and heating to automatic feeders and CO2 supply. You can find more information about the individual devices at

During an interview with The Grow Awards, EHEIM Managing Director Ibrahim Mefire Kouotou answered the question "What does innovation mean to you?", he said,:

"Innovation means creating something that the customer needs. It means problem solving [...]. Being innovative is exhausting because you must fight against a lot of resistance until the customers have the finished product in their hands [...]. We see that now, as functions that were manual before are changed to digital…”

And when asked, "How did you manage to digitalise EHEIM and the pet industry?", he replied:

"Many were sceptical and asked what you can even change there. With dogs and cats, there are few possibilities such as GPS - collars and automatic flaps or food dispensers etc. But aquatics offers a lot of potential. What many people don't know is that fish are the third most popular pet in the world, and an aquarium needs a pump, filter, light, heater, automatic feeder, fertiliser, and water treatment [...]. With this technology, you will be able to change settings on the go and have lamps that mimic the hours of sunshine in tropical fish territories, filters that signal when they are too dirty, and food dispensers that indicate when they need to be refilled [...]. But if the customer doesn't want all that, they can still control everything manually, so everyone is picked up and not forced to switch ..."'

The Grow Annual Convention in the Königssaal of the Bayerischer Hof in Munich was held under the motto: Laptop and Lederhosen versus Pommes & Champagne. 130 members of the club were present to witness the ceremony and the awarding of prizes, including Professor Dr. Nadine Kammerlander, Head of the Institute for Family Businesses at the WHU Business School, who held the laudatory speech. Also present was Chairmen Bernhard Schindler and Gerold Wolfarth, who presented the awards on behalf of the 245 members of “The Grow”.

The winners in the other categories were Snocks founder Johannes Kliesch in the Most Innovative Entrepreneur category; Klosterkitchen with CEO Mario Fürst in the Most Innovative Start-up category and FC Bayern München in the Most Innovative Club category.

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EHEIM invents "smart feeding"

EHEIM invents "smart feeding"

Deizisau, november 2021 –  Aquarium enthusiasts who want to care for their fish can now do so remotely: simply via a smart phone, tablet, or PC.

Following the digital lighting control, LEDcontrol+, and the intelligent external filter (professionel 5e), EHEIM has now also launched a smart automatic feeder. The EHEIM autofeeder+ has an integrated WLAN function (Wi-Fi) and can be programmed and monitored via smartphone, tablet, or PC.

Feeding times and the amount of food released can be individually defined and you can even schedule a random fasting day per week. In addition, the Smart Control offers some monitoring. For example, you can check the current filling level of the feed drum at any time and even get a prediction of the range of the remaining feed quantity. If the quantity falls below 30%, an e-mail is sent to you; in addition, an email is sent as soon when the feed drum is empty.

You can also “smart link” with the other devices in the EHEIM WiFi family. For example, the speed of the professionel 5e can be reduced or increased for a few minutes during feeding. And when the filter is not running - e.g. during water changes or maintenance work – you can program the feeder so that it stops automatically.

You can also activate overfill protection to prevent accidental overdosing. And with the new type of slider on the feed drum it’s possible, for example, to supply fish (and even fry) with very small amounts of food.

No app needs to be installed to use the smart functions of the new EHEIM autofeeder+ and it can integrate into a home WLAN network, allowing various EHEIM Wi-Fi devices to synchronise and work together in different tanks, in different groups and rooms!

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EHEIM awarded "Brand of the Year" for the third time!

EHEIM awarded "Brand of the Year" for the third time!

Deizisau, november 2021 –  In 2017 and 2019, EHEIM was honoured with the World Branding Award for "Brand of the Year". Now the company has received the award for the third time. The award ceremony took place on 09 September 2021.

In previous years, the World Branding Award would have been presented at a glittering ceremony with gala dinner in the throne room of the Vienna Hofburg. Unfortunately, due to COVID restrictions, it had to be held digitally. This does not diminish the significance of the prestigious award for the aquatics brand EHEIM however, which has now been named "Brand of the Year" for the third time.

The World Branding Awards are presented by the World Branding Forum (WBF), a global non-profit organisation based in London. The goal of the WBF is to improve brand standards internationally for the benefit of the industry and consumers. The forum develops, manages, and supports a variety of research, development, education, recognition, networking and community engagement programmes and partners with leading universities and museums.

The "World Branding Awards" are particularly prestigious international awards given to global and national brands for their work and achievements in various categories. As in 2017 and 2019, EHEIM was again awarded "Brand of the Year" 2021-2022 in the “Animals” category.   

In the "Animals" category, various brands from 38 countries received awards. These included various manufacturers of pet food, pet supplies and pet shops. In addition, various animal welfare non-profit organisations were among the winners.

The selection process for the winners follows a rigorous review, evaluation and voting process. The winners of the awards are assessed according to: an independent brand evaluation, an online public vote, and consumer market research. In total the consumer votes account for 70 per cent of the final score, therefore, brands must have a strong level of customer loyalty to have a chance of winning.

The Managing Director of EHEIM, Mr. Ibrahim Mefire Kouotou commented on the award by saying: "All good things come in threes - but there can be more. We see the title 'Brand of the Year' as both recognition and an obligation for the future “. He acknowledged the excellent, trusting cooperation with customers in Germany and all over the world and emphasised the global significance of EHEIM for aquatics. He also thanked the employees and praised both their skills and their commitment. It is thanks to all of them that EHEIM is such a prestigious company and has now been awarded Brand of the Year for the third time.

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Aquarium and garden pond: EHEIMs new pond range build on their aquarium success

Aquarium and garden pond: EHEIMs new pond range build on their aquarium success

Deizisau, august 2021 – For the aquatics pioneer EHEIM, pond products have become an ever-expanding business area in recent years.

Since EHEIM invented the aquarium suction filter in the 1960s, revolutionising aquarium technology in the process, the ornamental fish aquarium has become a hobby for millions worldwide. The market continues to grow and with its complex range of products and forward-looking innovations, EHEIM is now one of the famous international companies in the pet market.

A product line for the garden pond sector was released in 1985 but was not expanded until 2016. In that year, EHEIM fully re-entered the pond market, again demonstrating its outstanding expertise in water treatment solutions. Decades of experience and sound know-how are reflected in the range of pumps, filter systems and other pond equipment available to customers.

However, pond products are not only sold through pet shops (where EHEIM is a well-known aquarium brand) but also through garden centres and DIY stores. This meant that EHEIM needed to re-evaluate the distribution channels for this market.

Over time, the company has nurtured this distribution channel and has continued to expand its pond range. The range now includes everything customers need to set up and operate a garden pond: From pond pumps and filters to UVC clarifiers, pond aerators, sludge extractors and ice preventers. There is even a high-pressure cleaner!

Also, for those who don't have a garden, there is a creative raised-level pond, a small biotope: the terrace pond.

There are also four smaller prefabricated ponds (also called pre-formed ponds or pools) which are 150, 300, 500 and 800 litres in size: these are known as EHEIM LAKE. These ponds are made of robust, recyclable ABS plastic and have naturally curved basic shapes with several pond zones. They are user-friendly alternatives to a standard pond (which needs a pond liner) and can be quickly and easily installed in a garden.

These prefabricated ponds complete the product range and allow retailers to present a complete EHEIM package to those interested in garden ponds. This means customers benefit from the excellent image of the brand, the high quality of the products, the decades of experience, as well as the reliability of the supplies and services which are known far beyond the aquatics sector.

The fact that EHEIM has revived its garden pond range has been welcomed in specialist markets. As customers trend towards ponds more and more, the demand for quality products is rising. This is where EHEIM, with its decades of experience, quality product development and innovative approaches to technology is set to shine.

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EHEIM is “on the ball” with VfB Stuttgart

EHEIM is “on the ball” with VfB Stuttgart

Deizisau, June 2021 – For the first time in its more than 70-year history, the aquarium pioneer EHEIM will appear on perimeter advertising in a Bundesliga stadium and thus reach a broad audience of millions during television broadcasts.

“We are one of the world's leading companies in aquatics and one of the best-known suppliers in the pet market but we are hardly known to the general public. That is about to change. The perimeter advertising in Stuttgart's Mercedes-Benz Arena is just the first step," said EHEIM Managing Director Ibrahim Mefire Kouotou.

The advertising partnership with the Bundesliga and five-time German champions VfB Stuttgart is an ideal fit as EHEIM is one of the region’s hidden champions. The engineer Gunther Eheim founded the company in 1949 in Esslingen, a few kilometres from the VfB Club Centre. Initially, he produced technical toys there, including a fountain for model railway installations and a centrifugal pump with magnetic coupling (that was the first to be waterproof). The idea of combining this special centrifugal pump with a cleaning tank eventually led to the development of the first suction filter for aquariums.

With this filter, the aquarium water could be cleaned automatically for the first time. This finally made it possible for people to keep exotic fish. In 1963, the first filter system went into series production and since then ornamental fish aquariums have become a hobby for many millions worldwide. A huge market.

Today, EHEIM exports to around 70 countries worldwide and has its headquarters in Deizisau, near Stuttgart, as well as offices in other locations and subsidiaries in Europe and Asia. The product range includes aquariums, aquarium combinations and modern aquarium technology for freshwater and marine aquariums. It also includes internal and external filters, filter media, UV clarifiers, pumps, skimmers, aquarium lighting, heaters, automatic feeders, accessories for treatment and cleaning as well as pond products.

In the aquatics market today, EHEIM is not only known as the pioneer and inventor of the aquarium filter but also as one of the leading suppliers in many areas of the pet market as well as a driver of technology and innovation.

The business partnership with VfB has initially been agreed for the 2021/22 Bundesliga season - i.e. from the 1st of July 2021 to the 30th of June 2022. This includes perimeter advertising, with two static advertising spaces in the TV-on area. Both the fans and visitors, who will hopefully soon be allowed back into the stadium, will notice the EHEIM name, as well as the broad general public (who will see it through television broadcasts). Due to the worldwide popularity of the Bundesliga, EHEIM also expects high international visibility which will include millions of aquarium and garden pond owners. In addition, the trade - from pet shops to DIY stores and garden centres - is likely to receive a boost in sales.

This starts an exciting new chapter in the history of the EHEIM brand. One that will make sure that more people are aware of EHEIM, their products and their values than ever before.

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Product of the Year 2020

Product of the Year 2020

Deizisau, December 2020 – Zoo Zajac, the world's largest pet shop, has awarded the EHEIM professionel 5e external aquarium filter as the "Product of the Year 2020".

With over 12,000 square metres, Zoo Zajac in Duisburg-Neumühl has been confirmed as the largest pet shop in the world by the Guinness Book of Records. The retail space includes over 1000 aquariums, 70 pond tanks, 500 terrariums, 40 aviaries, a cat complex, 150 small mammal enclosures and the most modern dog area in Europe. The almost 700-page catalogue for 2021 has just been published and can be ordered at

In the catalogue, the EHEIM professionel 5e is presented in the aquatics category as "Product of the Year 2020". The criteria for the award are: The product should make the hobby easier and more attractive. The price-performance ratio must be right. The product must be available for delivery so that there are no annoying waiting times for the customer. It must have proven itself in the corresponding year, i.e. there were no complaints or problems and queries were handled well.

According to Zoo Zajac, the new EHEIM professionel 5e has fulfilled these criteria and fully convinced them. It is an intelligent aquarium filter with integrated WLAN function and can be individually programmed and controlled wirelessly via smartphone, tablet or PC/MAC. The electronics monitor everything so an extra app is not required.

Advantages include: The electronics keep the water flow constant. Malfunctions are automatically corrected, air accumulations are diverted and much more. The degree of contamination is also constantly checked, and if cleaning is necessary, a message is automatically sent to the e-mail address stored by the fish keeper.

The settings of the new filter can be freely determined. You can choose between constant flow, bio mode, pulse mode and manual mode. In constant mode, the electronics automatically adjust to the set output. In bio mode, two alternating flow rates (day/night) can be set. In pulse mode, the electronics ensure changing and thus natural flow conditions. Linking with other devices - e.g. a corresponding lighting control system - is also possible.

There are four professionel 5e models for aquariums from 180 to 700 litres, including a thermofilter (600T) with integrated heater.

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EHEIM managing director Ibrahim Mefire Kouotou voted manager of the year

EHEIM managing director Ibrahim Mefire Kouotou voted manager of the year

Deizisau, October 2020 – The French trade publication “Animal Distribution Magazine” crowned the managing director of the EHEIM Group  as the manager of the year in its annual poll.  

The “Animal Distribution Magazine”, published by Média & Jardin – Groupe J, is the renowned trade magazine covering all animal matters in France. It is primarily aimed at dealers, sales representatives, suppliers, manufacturers etc. in the pet industry. Based on an annual poll, it also presents the coveted “Animal Challenge Awards” for various product groups in different categories. The industry's manager of the year is also selected. This year, the vote went to EHEIM managing director Ibrahim Mefire Kouotou.

The “Animal Distribution Magazine” introduced its readers to Ibrahim Mefire Kouotou in its September issue and asked him for a few statements.

Here is the article by Aurelie Bracaval:
“People come first in every decision made”
Ibrahim Mefire Kouotou joined Eheim in 2002 and has served as the company's managing director since 2016/17. He was also appointed a Senator of the German Economy in 2019. He is a down-to-earth person who supports his staff and helps them to develop their skills.

Order taking, strategy setting, management tasks as the head of product management, marketing manager... Ibrahim Mefire Kouotou studied business management and is highly experienced in each job at EHEIM. He is therefore familiar with the various problems and issues, and can identify the needs of his employees in specific situations at a very early stage.

Since he joined the company in 2002, the teams have remained the same. However, he has recently overseen abundant improvements in the company’s overall performance. Mefire Kouotou explains his management strategy in his role as managing director:

“I don’t want there to be too much hierarchy within the company. I have reduced the levels within the organisation and fostered cross-functional cooperation. The employees feel more integrated within the company dynamic.

This has allowed us to increase our transparency, speed of service, creativity and the ability to quickly react to the wishes of our customers. EHEIM has succeeded in improving its overall performance by encouraging the teams to step out of their comfort zones. It is only human to be fearful of making mistakes when presented with a new situation or challenge. Fear often undermines a person’s will. You have to support employees, ensure that they communicate with each other and improve their own skills. To do this, you have to take the required time.

People make mistakes. When this happens, the key is to find solutions to remedy the situation so that you can continue to make progress.” He also adds: “Personally, I have always believed that hard, sustainable work pays off”. I derive happiness and motivation from the results of a job well done.”

In the current pandemic, Mefire Kouotou has decided not to resort to reduced work hours. He explains his reasoning for this:

“You have to stay close to people during difficult times. I decided not to implement reduced work hours provided that this would not harm the company in any way. As a result, we were able to continue with our work while observing the lockdown and the necessary social distancing measures. I asked myself: How will the staff remember these times? I did not want to reduce their salaries. They are under enough pressure to cope right now as it is and they also enjoy less freedom of movement. Families need their salaries to pay rent. In Germany, employees only receive approx. 60% of their salary when working reduced hours, while people in France receive 84%. Therefore, business carried on as normal. Employees whose work permitted it were occasionally allowed to carry out their duties from home. The EHEIM brand was therefore also available to its customers during the lockdown, consequently reinforcing the company’s positive image. “

For Mefire Kouotou, people come first in every decision made. For this reason, he also attaches great value to a personal touch.

“Our credibility rests on ensuring our customers are never disappointed. Their wishes must be respected, and we need to be capable of finding requisite solutions or providing them with the information that they are looking for. The field of aquaristics remains highly technical. It is much more difficult to sell aquaristic products than rodents or pet food nowadays, yet the vendors’ abilities are often not fully appreciated”, says Ibrahim Mefire Kouotou.

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A welcome tradition: EHEIM takes home two awards

A welcome tradition: EHEIM takes home two awards

Deizisau, October 2020 – This year, the French trade publication “Animal Distribution Magazine” honoured EHEIM for the third time: on this occasion with two gold accolades for aquaristic and pond accessories.  

As part of its annual “Animal Challenge” competition, the renowned French trade publication “Animal Distribution Magazine”, which is published by Média & Jardin – Groupe J, presented the coveted “Animal Challenge awards” in various categories.

EHEIM received the “Trophée Coup de coeur de l’innovation” – an award that recognises innovation – for the new electronically controlled “professionel 5e” external filter.

Having already been honoured as “Best supplier of the year” in two categories in 2018 as well as receiving the “Trophée d’argent” – the silver award – for aquaristic accessories last year, EHEIM can now take home a gold award for aquaristic and pond accessories. EHEIM managing director Ibrahim Mefire Kouotou was also voted manager of the year.

In an article entitled “Moving the lines”, the Animal Distribution Magazine recognises the company’s achievements as follows:

Through the development of innovations and intelligent solutions, EHEIM concentrates on moving the lines in order to continue its success on the market, both in France and internationally.

It took the company just a few years to develop an extremely positive dynamic. Its employees are more motivated than ever and are committed to filling a gap in the aquaristics market.

This applies in particular to France, which has a comparatively much greater number of fish and aquariums than Germany, which is where the company’s headquarters are located. EHEIM saw this as an opportunity to increase its business in France.

On the path to intelligent systems
The company’s growth was facilitated by technological progress and the development of innovations. The introduction of three brands into the aquarium combination range ensured all customer requirements could be met: “Vivaline” has a good price/performance ratio. “Proxima” represents the mid-range segment and “Incpiria” shows off the top class, super-premium range.

With the introduction of the “professionnel 5e” external filter this year, the company succeeded in expanding its range of electronically controlled and interconnected products within the area of aquarium technology. It is pursuing the implementation of its “EHEIM Digital” development strategy, which involves designing products in such a way to create an interactive, self-regulating aquarium environment that consequently prevents user mistakes during aquarium care. The aim is not only to make aquaristics easier for customers, but also to get them actively involved in choosing selection and control options – depending on the content of their chosen aquarium, and with the help of predefined programmes. Warning messages sent by email inform the user of filter blockages, leakages or system errors which require their intervention.

EHEIM has introduced several new products into the pond accessories segment in recent months. A sludge extractor, a high-pressure cleaner and a 60-Watt UVC clarifier. A Wi-Fi-controlled automatic feeder is also due soon. The aim of this is to enhance the product range with “intelligent systems” which ultimately provide the user with a maximum of information and records without overwhelming or discouraging them.

Roadshows with proven track records
EHEIM organises several roadshows each year to help get novices interested in aquaristics. 35 such events took place in France last year. In light of this success, EHEIM has received more than 50 event inquiries this year. And with good reason: each roadshow usually drives turnover for the aquarium sector by 5 to 6%, and by 17 to 25% for EHEIM products in particular. Even sales of fish and plants are on the rise.

The company generally aims to foster a joint dynamic with the retail market to ensure that the aquarium market does not go into decline; various trends and examples of practice observed in different countries of the world are illustrated and shared. It is naturally advantageous that the EHEIM brand is present on every continent. This year, for example, new markets were opened up in Israel, the Czech Republic, Japan, Indonesia and Malaysia.

Renowned for expertise, product quality, customer service, the availability of spare parts, and not to mention their entire product range, EHEIM is now strengthening its initiatives to help boost the aquaristics market.

Aurelie Bracaval

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