The Fish Factory

Walking into The Fish Factory on Milwaukee's south side feels like stepping into one of those YouTube fish room tours — except you can actually buy everything you see. This family-owned shop stocks a deep inventory spanning freshwater and saltwater, from African cichlids and angelfish to Klieni butterfly fish and puffers, along with a coral selection that draws reef hobbyists from across southeastern Wisconsin. Reviewers regularly mention the drive from Kenosha and beyond being worth the trip.

The freshwater plant section is a standout. Hobbyists building paludariums and planted tanks will find a strong variety, and the store fills CO2 tanks in-house — a service that keeps planted tank enthusiasts coming back. They also sell easy-to-assemble CO2 kits alongside frozen fish foods and a solid equipment selection.

One reviewer called it "the most amazing and complete aquarium store I've seen in America," and while that's high praise, the breadth of inventory backs it up. Staff members like Tyler and Brandon earn repeated shoutouts for their patience and knowledge. Tyler fields phone calls with evident enthusiasm, walking newcomers through tank cycling step by step.

Brandon has guided customers through complex builds like paludariums, including multiple water tests before recommending any livestock. The store tests water regularly for customers and takes time explaining everything from algae removal techniques to snail compatibility. The tanks themselves are immaculate — the nano display section in particular draws attention for creative aquascaping.

Bettas are housed in individual tanks rather than cups, a detail that speaks to the store's care standards. Prices run higher than big-box alternatives, and multiple reviewers acknowledge this, but most frame it as paying for healthy, quality fish. There are occasional complaints about saltwater livestock health and a strict no-return policy that frustrates some buyers, particularly on the marine side.

For freshwater fish and plants, though, The Fish Factory has earned its reputation as one of Wisconsin's best independent aquarium shops — a place where the selection is vast and the staff genuinely wants to help you succeed.