Released on: February 24, 2008, 11:36 am

Press Release Author: Randy Mauldin

Industry: Retail

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

Press Release Body: 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 (http://www.aquascapeinc.com/). Aquascape invented the
low-maintenance, naturally balanced ecosystem pond
(http://www.aquascapeinc.com/about_us/ecosystem-philosophy.php) 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
(http://www.aquascapeinc.com/products/index.php). 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 Inc.com
(http://blog.inc.com/pondemonium/).


Web Site: http://www.aquascapeinc.com

Contact Details: Aquascape, Inc.
901 Aqualand Way
St. Charles, IL 60174
Phone: (630) 659-2000