About Us

Underworld began life in 1971 as a small retail aquatic shop in Loughborough, opened by Dave V. Keeley. Over the following years, this shop expanded and grew – moving premises as the business required the extra space.

The expansion continued, and in 1976, Dave Keeley along with three (since departed) partners, formed the division called ‘Underworld Products’ – specifically to act as an importer and distributor of specialist aquarium products to the trade.

After over thirty years of solid growth and expansion, increasing from the one-man/2,000sq.ft. of that original enterprise to over two dozen employees/21,000sq.ft. of the current business. The next major development to the company came in 1995, when it was decided to extend into other pet areas in addition to the solid base established through aquatics. This started first with reptile products, then birds, and most recently cats, dogs and small animals!

Now Underworld Products can offer a wide range of accessories, feed and toys for an ever-growing range of pets. Constantly looking for ways to both improve and expand our activities, we are launching a complete new Water Garden range in late 2006, ready for the next season. This represents a considerable step forward for our company in a new sector.

Underworld Products are one of the country’s leading Importers & Distributors of aquatic and pet products to the wholesale trade. We carry well over 1,000 product lines, all of the very highest-quality, and of innovative design from manufacturers in the United States, Italy, Germany and France. Our large wholesale customer base means that Underworld’s products are available in aquatic & pet stores throughout the UK – and that number is growing all the time. We also have product stands at some of the largest trade & public shows including the occasional TV appearance!