Tucked away in a basement in Plymouth, Wisconsin, Elsner Aquarium & Supply is the kind of fish store that inspires lifelong loyalty. Run by father-and-son duo Alan and Jeff, this family operation has been serving Sheboygan County's aquarium hobbyists since at least the early 1980s — some customers have been coming back for over 40 years. The unassuming location, accessible via a marquee sign out front, opens up into a surprisingly well-organized space filled with rows of immaculately maintained tanks.
The freshwater livestock here is the main draw. Reviewers rave about the health and color of the fish — clown loaches, bala sharks, mollies, shrimp, and a rotating variety that consistently outshines what the big box stores carry. Multiple customers report never needing to quarantine fish purchased here, a testament to the care Alan and Jeff put into their tanks.
One customer picked up a seven-inch bala shark for six dollars, while PetSmart was charging ten for a two-inch specimen. Competitive pricing runs throughout the store. Beyond fish, Elsner's stocks a solid range of aquarium supplies — tanks, filters, substrate, food, water treatments, and medications.
They also carry some small pet supplies. But what truly sets this shop apart is the consultation you get with every visit. Alan and Jeff draw on decades of hands-on experience to walk customers through water quality management, stocking choices, and compatibility issues.
They'll tell you if that fish you're eyeing is going to grow three feet long — the kind of honest guidance that saves hobbyists from expensive mistakes. The atmosphere is warm and unhurried. Customers describe being treated like family rather than transactions.
One former exotic pet store owner in the area had such respect for Elsner's freshwater expertise that they'd send customers back and forth between shops rather than compete. That kind of mutual respect speaks volumes about the reputation this little basement shop has earned across Plymouth and beyond. Keep their limited hours in mind and plan accordingly — Saturdays tend to be busy for good reason.
Hannah Bougie
20 reviews
I LOVE Elsner's aquarium! I grew up in Plymouth and remember going to this aquarium with my Dad and older brothers as a little kid. This family runs this aquarium out of their basement and has an incredible set-up with lots of healthy fish and almost all the fish supplies you'd need! I used to buy all of my fish and supplies from Petsmart. But I am really trying to only support small businesses as much as I can now. The fish I have gotten from here are 10x better than Petsmart and are always so much healthier. All the fish are well taken care of and kept in adequately sized aquariums. The owners are so kind, knowledgable and helpful with any questions you may have. I now have a 40 gallon tank of my own with lots of fish who are having their own babies now from Elsner's aquarium. I will definitely be stopping back soon for more fish, food and other supplies. I would highly recommend this place to anyone interested in keeping fish and aquariums. (Photos are of my own aquarium with fish from Elsner’s)
Sheldon Spence
81 reviews
Great fish selection. And great prices. Nice family
Joshua Chavez
2 reviews
I love this place the fish are very healthy and I know what they're doing
Gary Safer
388 reviews
Very friendly and helpful
Jibby Jiz
3 reviews
Terrific prices and a wonderful talk. Kind and walks you through it all
Adam T
3 reviews
Hidden Gem and healthy fish!! Definitely coming back!!
Karyna Noyes
3 reviews
This place is a hidden gem if you're in the aquarium hobby! They have a large selection of healthy, vibrant fish—none of the sad, sickly ones you'd find at big box stores. We bought clown loaches here and didn’t even need to quarantine them; they’re thriving months later! The owner is incredibly kind and knowledgeable, always happy to answer questions and give expert advice. The store is well-stocked with everything you need for aquariums—tanks, filters, substrate, food, water treatments, and more. They even have supplies for reptile terrariums, rodents, and other small pets. Whether you're starting a new tank or maintaining an established one, this is the perfect place to find high-quality products and support. Highly recommend!
caleb walford
19 reviews
Stumbled upon this place a few weeks ago. Would never have known it was there if not for the marquis sign they have out front. Fantastic fish store. Very helpful guys there, and they are very willing to share their knowledge of the hobby. Plus they have all the fish that I can't find in the big chain stores. My new favorite shop!
brad rutherford
25 reviews
Friendly and helpful owner. Great prices.
Jason Landgraf
11 reviews
Awesome fish store! I have been going here for decades.
Note: Store information and services may change. Always call (920) 893-5774 to confirm current availability, hours, and services before visiting Elsner Aquarium & Supply.
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(920) 893-5774Address
101 Western Ave, Plymouth, WI 53073
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101 Western Ave, Plymouth, WI 53073
February 7, 2026
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