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Aquascape, Inc.

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Aquascape, Inc. Announces Strategic Initiatives for 2008

Aquascape, a leading innovator in water gardening and ecosystem ponds, announces key strategic initiatives with an eye towards expanding in 2008.

St. Charles, IL, February 26, 2008 --( Greg Wittstock, founder and CEO of Aquascape, Inc. is delighted to announce key strategic initiatives for 2008. After more than 10 years of significant growth, Aquascape has positioned itself as the leading supplier of innovative water gardening products. With an eye to the future, Wittstock recently revealed the company’s plan for continued expansion in the coming year.

Moving into 2008, Aquascape has partnered with top landscape distributors in every major U.S. market. “Aquascape has over 500 distributor locations that have chosen to stock our product exclusively,” stated Wittstock. “We’ll provide comprehensive training to these distributors and their employees, in addition to helping them recruit and train contractors in their area.” Aquascape’s national sales and training force of more than 60 highly-trained teammates is positioned to support the distributors. Aquascape has more than 400 standard and advanced hands-on and classroom seminars slated for the coming year.

Wittstock is excited about offering key initiatives for contractors as well, including an improved warranty program, increased field seminars, and a new pump which is the first to be designed exclusively for the professional water garden installer. The Certified Aquascape Contractor (CAC) program will also see new benefits in 2008. Certified Aquascape Contractors will have access to free sales promotional packets, free personalized company profile pages on the Aquascape corporate web site, dedicated technical service support, free sample test products, exclusive access to in-depth educational events, and much more.

To invest in these key strategic initiatives, the management team and president, T.D. Decker decided to reallocate overhead structure to ensure the company is positioned for future growth. Several existing initiatives were eliminated that no longer serve Aquascape’s improved strategy, along with several positions within the company. Eliminations include the Aquascape Lifestyles magazine, The Aquascaper print newsletter, and publications. “We need to focus on serving and delighting contractors, distributors, and retailers,” commented Decker. “A major internal initiative is the replacement of our antiquated information technology system. Investing in a new ERP software system will provide the infrastructure needed to better support our expanded distribution model.”

New products will continue to be at the forefront of Aquascape’s strategy for 2008. “Our new product development team has many environmentally-focused, innovative products in the works, most of which have never been seen in the landscape industry. We’ve made tough decisions to reallocate our resources to focus on our customers, we’re excited about the future,” said Wittstock.

Aquascape is North America’s leading innovator in the rapidly growing water gardening industry ( Aquascape invented the low-maintenance, naturally balanced ecosystem pond ( that is the # 1 contractor-installed water garden. The St. Charles, Illinois headquarters, dubbed “Aqualand,” received Silver Level recognition in the Leadership in Energy and Environmental Design (LEED) Green Building Rating system. Aquascape’s mission is to help our customers succeed at building, selling, and retailing water garden products ( Aquascape and its vast network of Authorized AquascapePRO™ Distributors sell exclusively to contractors and retailers. Founded in 1991, Aquascape made the Inc. 500 list of fastest growing private companies four years in a row. In 2005, founder and CEO Greg Wittstock was named one of America’s Best Bosses by Fortune Small Business Magazine and Winning Workplaces™. Wittstock also authors his own business blog entitled “Pondemonium” at (

Contact Information
Aquascape, Inc.
Randy Mauldin
(630) 659-2000

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