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By Ed Avis
The daily surprises are one of the best things about working in the costume business, says Brian Clark, owner of Abracadabra in New York City.
“That’s one of the things about this place – you never know what’s the next thing people will need,” Clark says. “I don’t know why someone would need 40 top hats, but I can guarantee that someone is going to walk in and ask for them. There’s always something unique going on around here.”
Abracadabra is a 12,000-square-foot store on 21st Street in Manhattan. The company, which joined the NCA about a year ago, was founded in 1981 by Paul Blum. Clark’s father-in-law, Robert Pinzon, and his brother, Joe Pinzon, bought the store in 2007, and Clark and his wife Janine took over in February 2018. Clark had worked in the auto industry prior to taking over the business and is happy he made the move.
“It’s a wonderful environment to be involved in,” he says.
A Destination
Abracadabra is more than a costume retailer – it’s a attraction for entertainers, tourists, magicians and countless other customers. Clark says he regularly sees customers wander in with shopping bags from the nearby LEGO and Harry Potter stores. Those corporate stores can’t compare with Abracadabra’s enchantments, though.
“We have turned the place into more of a destination,” he says. “Around every corner of the store we have some of our animatronics and props set up to keep everyone their toes. My office is here in the store and I hear people scream and laugh all the time.”
Tourists make fine customers, but another important chunk of business comes from the entertainment industry. For example, production companies involved in TV shows and videos frequently rent costumes and props. The staff of Saturday Night Live buy or rent items for that program, Clark says, and the Real Housewives have actually filmed scenes inside the store. And did you see the episode of Law and Order SVU that included a magic shop as part of its plot? That was the magic department at Abracadabra.
Speaking of magic, that’s another big line of the store. “We have a full-service magic shop here, and there’s a magician on hand every day of the week to demonstrate the magic,” Clark explains. “We also do lessons and classes, and we’re just getting back to doing our monthly magic show.”
Animatronic items, horror props, even full cemetary scenes also add to the store’s bottom line, Clark says. Naturally, customers from the haunt business frequent the store these days. In August, Clark opened a warehouse in New Jersey to handle the growing volume of SKUs. His brother Terrence Clark and Terrence’s daughter Victoria operate the warehouse.
“During COVID we really focused on online sales, and that grew so much that we needed this warehouse,” Clark says.
In-House Creativity
About 20 percent of Abracadabra’s inventory is custom-made in-house. The store employs three seamstresses to create costumes and wardrobes whenever they’re needed. In fact, the rental department now has 10,000 costumes available, many of which were made by Abracadabra seamstresses.
“I’m probably the least creative person here, but I hire well so I have some of the most creative people working here,” Clark says.
Another category of creative people he employs are make-up artists – who also do full-on prosthetic applications – and a veteran wig stylist who ensures that every wig the store sells is in top condition.
With all of those fascinating lines of business in one store, it’s no surprise that Clark says he enjoys his work: “I wouldn’t change it for the world!”