The Fish Factory

a very awesome store, the sales and service of the employees are top notch forget going to the chain pet stores if you want to have a healthy and thriving aquarium, this place specializes in Fish and aquarium supplies/ every time I go there I receive top notch advice on how to take care of my tank and fish if one employee does not know the answer they will ask the other employees or they will not give you a wrong answer. they want your fish to live and you to succeed as a happy aquarium owner. more

Awesome shop, nicest I've seen in a long time. Good selection of both fresh and saltwater livestock, and all the tanks were clean and healthy. Staff members were helpful, and took time to talk to me about my tank (can't say that about other stores in the area). I will definitely be back more

Awesome selection of healthy fish. Clean displays and great customer service. Promotions can't be beat. My favorite fish store in Milwaukee, highly recommend for anyone with a fish tank more

Simply the best in the area! more

My light fixture needed replacing before I left for vacation the following morning, and they went out of their way to make sure I had the right one, the right lamps and got it to the store from the warehouse before I had to leave. Best customer service I've gotten from any of the area aquarium stores. more

The Fish Factory is awesome. They really have the best selection around. The promotions to save money are sweet......I have been buying all my stuff there for years, Brandon is a great guy, and the staff they have is also very cool. I shop at others but I always come back to The Factory... more

Fish Factory used to be the place to get for me but, in the recent past I have had to go elsewhere. I bought a new setup last summer but, when the seal burst due to a caulk bubble they were unwilling to fix it for me due to liability issues even after I offered to sign a release. They said they would call me back to let me know after speaking with the owner and, I never heard from them again. I was never very concerned that at least half of my fish died within a month of buying them there but, trying to get me to buy a new tank after telling me the one I had was an easy fix? As far as I am concerned if they can't return phone calls or make "easy repairs" that I would happily pay for AND sign a liability release I will go elsewhere. I even told them I was switching to saltwater which is very expensive and needed to restock my tank, buy augmenting equipment and various expensive accesories. If this is the customer service they supply now that the owner's daughter no longer works there th more

This is my favorite fish store in the Milwaukee area. The staff is very knowledgable, the selection is great, and their promotions are very unique and offer something for anybody. I'm always impressed with the health of the fish, and how the staff is very helpful and takes the time to talk to you. I buy my fish there all the time, and have never had any problems. more

Watch out for other competitors trying to slam the fish factory. I go there quite often and I will say 9/10 times the fish I buy live. Good people and the owner may be in it for the money and they may be a little pricey but they know there stuff, so you are paying for knowledge. And to the people at that are fans of aquatics unlimited go there on a wednesday or thursday and see what a poor sight there tanks are, I would never buy fish from a place that has so many tanks that they dont have time to clean them, or even take the dead fish out, but this may have changed as it was several months since my last visit. more

great place i spend about an hour there some days just looking and talking to the great workers. who have helped me through the struggles of my first saltwater tank. this weekend oct. 19,20,21 they are cellabrating their 22nd anaversary and have a huge sale on vertually everything in stock. they also have packer monday where you get the sunday packer game score off your purchace. the current record is 54% off! you should check out their webpage though it is very simple.\r i have had great success with almost all fish from the fish factory and the unsuccessfull fish were purely my poor mistakes and ignorance. \r \r yes there is no AC but that isn't too much of a problem i still spend lots of time there. \r and i have never been pushed into buying something \r all the information i have been given was also consistant with fishtankforums.com {a veryhelpfull fishkeeping site} more

Nice fish, fun atmosphere. Good promotions: Every Thursday fish are 25% off, and you can flip a coin for an additional 25% off. Other promotions as well. Employees are knowledgeable for the most part, but some will give you the runaround regarding "policies" etc. I have heard at least one employee make up answers to questions, which can be harmful to the fish if advice is taken at face value. I have heard employees can be high pressure on selling expensive equipment, but I have not experienced this firsthand. No air conditioning. PROS: Nice fish, good sales CONS: no air conditioning, inconsistent employees more