Colchester entrepreneur fulfils exotic goals by scaling up
Reef Exotics’ expansion into a second unit at Colchester Business & Seedbed Centre has helped fulfil founder David Austin’s ambition to be the biggest independent aquatic shop in Essex. The location near the A12 helps him attract customers from across the county, which has vindicated his decision to more than double his space.
Turning a fishy hobby into a thriving business 
Reef Exotics is a haven for aquatic enthusiasts, specialising in marine and tropical fish. From vibrant shrimp to exotic stingrays imported from Thailand, the shop offers an unparalleled selection. “We do mainly tropical fish: they account for 75% of our sales as the fish can be easily kept in tap water with the help of a de-chlorinator, while remaining sales are driven by marine life such as exotic corals,” explains David.
The business also provides tank maintenance services for customers who need support while away or prefer professional care: “We have 15–16 customers who we do that for, which is quite handy.”
David’s journey began as a passionate hobbyist. Today, his customer base spans Essex, including Clacton, Harwich, Ipswich, Whittam and Chelmsford – all drawn by the shop’s reputation and its convenient location, as well as the growing interest in keeping fish: ”It’s a fun hobby and it’s for all different levels. If you want to spend £40-£50 on a small, 20-litre fish tank, you can, or if you want to spend £10,000 on a huge marine tank, you can. It’s quite enjoyable and kids love it. It’s nice for all levels – you don’t have to spend a fortune to keep fish.”
Building a business on a loyal customer base
Launching in August 2020 with a single 1,500 sq ft workshop, David quickly built a loyal following. His commitment to customer service is unwavering: “My number one thing is happy customers and that’s why we do so well. They appreciate it and come back.”
This ethos has driven growth, even through challenges like limited space and long hours. “I could really do with someone else as we are really flat out,” he admits, adding that he plans to offer a work placement to a local college student to help meet demand.
The benefits of flexible business accommodation 
Capital Space’s Colchester Business & Seedbed Centre provided the ideal base. “It’s very reasonably priced. You get superfast Wi-Fi, there’s no service charge, and it’s nicely maintained,” says David. “Plus there’s loads of parking, especially at the weekends. People don’t have to worry about walking far or paying to park. They can pull up right outside.”
He also enjoys the community feel of the Business & Seedbed Centre: “Customers help each other out. I take deliveries for our neighbours – a prom shop – and I’ve bought some fascias from an onsite business.”
The flexible monthly licence was a game-changer: “If it doesn’t work out, next month you can just say ‘I am not going to carry on’ rather than try to get out of a 5 or 10-year lease – it 100% helps.” This flexibility gave him the confidence to expand without long-term risk.
Scaling up
When the neighbouring unit became available, David didn’t hesitate: “I saw a lorry taking things out of the unit and I rang straight away and said, ‘I’ll sign up, I will do whatever you want!’” He invested £80,000 in the expansion, installing new lighting, flooring, and a mezzanine for storage.
The transformation was intense: “We closed for about three hours – that was just to turn off the electricity so we could do some wiring. It was silly – we were doing 18-hour days. The trouble is when you close, you’re not making any money. When you’re forking out a lot of money, you need that money to be coming in. And customers still needed their stuff to look after their fish so we couldn’t just close the business side or else we weren’t looking after our customers.”
His determination paid off. In just seven weeks, the new unit was ready, allowing Reef Exotics to showcase more tanks and expand its range. “Before, we only had 30–40 species and now we stock 300. We also wanted all the aquariums in stock so customers didn’t have to wait for them – and they take up a lot of room,” David explains.
The benefits of customisable workspace
David has tailored his space to maximise efficiency and comfort. “Most of the money is in heating the water, so if you can keep the room as warm as possible, the tanks will be warm as well.” He lowered and insulated ceilings to retain heat and reduce energy costs and plans to install French doors to further improve efficiency. These changes not only cut overheads but ensure the fish thrive in optimal conditions.
Marketing strategies to attract customers
Word of mouth remains the cornerstone of Reef Exotics’ success, but social media has amplified its reach. “I have one sponsored post on Facebook targeting people within 20 miles of the shop and I’m spending £4 a day. It’s impressive how many people see it and come in as a result,” says David.
The business boasts 31,000 TikTok followers, alongside active Facebook and Instagram accounts, where videos of new stock drive footfall. Combined with its prime location near the A12 and the ample free parking, these strategies ensure a steady stream of customers.
With Reef Exotics continuing to grow, it’s fortunate that David’s 18-month-old son shares his ongoing love of fish. “I enjoy the fish as I am still a hobbyist. I enjoy the business side of it and growing the business.”
