How to be a CEO podcast: Marvin’s Magic on how to break the US
The magical legacy of the Berglas family
Marvin’s Magic
Rachelle Abbott20 December 2022
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
Listen here or here:
You can find us on your Spotify Daily Drive or wherever you stream your podcasts.
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.
