About
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.
What they offer
Livestock, services, water
- Livestock & products
- CoralsReefCichlidsLive PlantsPlanted TanksBettasAngelfishPuffersInvertebratesRare SpeciesDry GoodsAquarium EquipmentFish Food
- Services
- Specializes in
Highlights
What makes them special
- Individual betta tanks instead of cups — a visible commitment to fish welfare
- In-house CO2 tank refills and CO2 kits for planted tank hobbyists
- Extensive freshwater plant selection with paludarium-building support
- Staff members Tyler and Brandon consistently praised for patient, detailed guidance
- Immaculate tanks with creative nano display setups
From keepers
Customer reviews
“Tyler is the $ħįt!!! I came in as a first time customer a couple weeks ago with lots of questions. He answered everything with knowledge and patience. He finished helping me get the last of my needs to get the tank cycling and explained everything along the way. Since then, I’ve called numerous times with questions, each time with Tyler answering the phone. He does so with so much pride and I couldn’t be happier to have found this gem of a store so close to home! Thanks Tyler!!”
— Donovan Perry5.0a week ago“Favorite fish store in WI”
— Vincent Charles5.0a week ago“Awesome fish store. Brandon has helped us from going from a full fish tank to a paludarium and has walked us threw the whole process along with testing our water 3-4 times before even buying any fish. The stock selection on fresh water plants and fish is excellent. We highly recommend Fish Factory to any and all people we know. Thank you again.”
— Jared Epker5.0a week ago“Great store that’ll also fill your CO2 tank. Will keep coming back.”
— DR5.0Edited 3 weeks ago“First time customer today! Don’t know how I’ve never been here before. Beautiful shop, excellent selection and knowledgeable staff. I will be back.”
— Edward Sommers5.0a month ago“The owner is extremely knowledgeable and helpful. They have some if the coolest fish in Milwaukee!”
— Brian Fricker5.0a month ago“Great selection of fish clean price is up there but you pay for quality fish love the place one of the best fish stores in Wisconsin 🙏🏼🫶🏼💪🏼❤️”
— Carlos Martinez5.0a month ago“Very terrible business, I wanted them to deliver a beta fish and bowl to my veteran brother who was in the hospital on Veterans day.. I over paid for the fish and delivery, but it was going to be worth it to brighten up my brother's day.. They charged me but they never delivered it. Disappointing, I called them and they said they were still going to deliver it but they never did. I would stay away from this business it's not very professional at all.. Pretty sad to lie and steal from a military veteran family!”
— No one1.02 months ago“Clean and knowledgeable”
— Sam Munig4.03 months ago“First visit to the store. Everything you need for your aquarium including expert knowledge. Im sure we will be visiting again in the future.”
— Sue White5.03 months ago
Reference
Frequently asked questions
Note — Store information and services may change. Always call (414) 546-2201 to confirm current availability, hours, and services before visiting The Fish Factory.