It all started when I helped my best friend Simon at a local fair. He’d been running a small passion project called Antshome for years—more of a school hobby than a business. But that weekend changed everything.
We brought a few ant farms, set up a modest booth, and hoped for the best. By lunchtime on day one, we were sold out. People were genuinely curious, excited even—asking questions, sharing stories, and lining up to take home their first colony. There was real energy. A spark.
That moment made something click: there’s a market here. Real interest. So we shifted gears—turned the hobby into something structured. I stepped in, and together we began building Antshome into what it had the potential to be: a fun, educational way to bring nature indoors. Less textbook, more terrarium.
What started as a school side project became a small but serious venture—and ants, surprisingly, took center stage.
Not every good idea has to come from your own team. ModulAnts was developed by a local partner who shared our passion for ants—and had a great eye for product design. The set combined a clean, escape-proof Arena with a modular Nest that let beginners and hobbyists easily observe and care for their colony.
We loved the concept and saw its potential. So we partnered up and distributed Modul Ants through our Antshome online shop. It quickly became one of our most popular offerings—simple, smart, and exactly what our community was looking for.
It was a win-win: they brought the product, we brought the platform. The result? A collaboration that actually worked (unlike most group projects in school).
Sales- Expansion: Education
We started where curiosity lives: in classrooms. With a car kindly borrowed from our parents and a few handmade ant habitats in the trunk, we visited schools and kindergartens to introduce kids to the fascinating world of ants.
We talked about how ants live, how to keep them as pets, and why they’re way cooler than they get credit for. The kids were hooked (captive audience, after all)—and we always left behind a free starter set for the class.
The result? A swarm of tiny enthusiasts heading home, buzzing with excitement, and gently pestering their parents until they got their own ant colonies. It worked better than any marketing budget ever could.
Sales- Expansion: Futterhaus
Before we had our own store we partnered with a local Futterhaus branch and set up a small in-store section. Just a few starter kits, some basic supplies, nothing too wild.
But it made a big difference. For the first time people could see our products in person, ask questions and get a feel for what ant keeping is all about. Some even travelled from Germany just to visit that tiny display.
That was the moment we realised how important a real physical location would be.
REAL SHOP
It was a small basement shop in Vienna’s 13th district. Nothing fancy at first glance—but we completely transformed it. We installed bright LED lighting, put down elegant faux parquet flooring, built custom furniture, and paid attention to every little detail.
The goal? To build the Apple Store of ant shops. Most insect stores have that dusty, backroom vibe—exactly the image we wanted to break. We wanted to show that insect keeping can be clean, modern, and even beautiful.
People came in curious and left inspired. This wasn’t just about selling ants—it was about changing how people see them.
A little glimpse into our build process—sadly not the whole thing, but enough to get the vibe.
With 1.5 tons of raw construction wood, OSB boards, and more filler than we care to admit, we built two office booths, a separate back room, and custom shelving for our 3D printers.
Messy? Absolutely. But it laid the groundwork for something great.
The year before it got a bit cramped so this time we came prepared. More tables, more space and a much bigger setup at the Marx Halle.
And it paid off. The booth was buzzing all weekend literally and figuratively. Even TV crews from ServusTV and ORF stopped by to see what the fuss was about.
Turns out ants on camera look pretty good too.
