How two generations of the Sert family have turned their passion into a prizewinning business.
A small start
At just 17, Ibrahim Sert started a small production line for aquarium accessories in the historic area of Istanbul where he was born and grew up. His passion for keeping fish had made this an obvious choice. He found one client and started to make aquarium suction cups for them. In the following twenty years, all kinds of bird and fish accessories were added to the product portfolio as the company invested in production facilities.
Going into distribution
Mr. Sert’s wife joined the company at the beginning of the new millennium – the start of an entirely new chapter. Realising the rising demand for aquarium products in Turkey, TISERT became a distributor for the Turkish market for fish food, water treatments, motors, filters and chillers, working with famous global brands like Prodac, Hydor and Teco. The company moved to a new location, where it could continue to provide its services to customers all over Turkey.
From generation to generation
The next generation of the Sert family joined the business, expanding it into the cat and dog sector. Its first new brand, Mio, was launched in 2012. Others followed: Beak’s for bird and rodent accessories and Aquawe for aquarium supplies and decoration. Investing in new technologies, TISERT improved the quality of its products and services. Its brand identity was further enhanced with a mobile app that made communication with b-to-b clients more efficient.
International positioning and expansion
From a tiny company with just one production line for suction cups, TISERT has continuously diversified and improved. In 2014 it began to expand the customer portfolio into markets abroad, now distributing its products in Europe, North Africa, the Middle East and the Far East.
Looking to a bright future
In 2017, TISERT won four awards – two Next Generation Young Executive awards and two company awards from the Turkish Pet Association.
Sales and Marketing Manager Selçuk Sert says: “Our consumer-centric approach to quality enables us to understand our customers’ needs and expectations, and to satisfy those in the best possible way. We are ready to face the evolving challenges of the international pet industry.”
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