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 PlazaTheir role in innovating "retail theatre" and experiential shopping Why they hired actors instead of magicians How QVC and TV shopping revolutionised their business modelDifficulties converting exhibition audiences into buying ones The value of close partnerships Protecting brand reputations in global marketsThe 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.  Hosted on Acast. See acast.com/privacy for more information.

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