Marvin Berglas founded Marvin's Magic in the UK 35 years ago. It's now in 60 international markets. In this episode we talk about:
- The story of how they got into FAO Schwarz in New York’s Rockefeller Plaza
- Their role in innovating "retail theatre" and experiential shopping
- Why they hired actors instead of magicians
- How QVC and TV shopping revolutionised their business model
- Difficulties converting exhibition audiences into buying ones
- The value of close partnerships
- Protecting brand reputations in global markets
- The product that made them
- The magical legacy of the Berglas family
Marvin will be appearing at the Evening Standard's SME Expo, which is being held at ExCel London on April 25-26. Go to https://smexpo.co.uk/ for more information and to register for tickets.
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