Magic News

Bryan Lizotte Bucks Trend – Sets Up Brick & Mortar Store

 

Michele & Bryan with Mayor Mark lauretti

Some would start with Bryan Lizotte’s observation and act in a completely opposite manner. Mr. Lizotte was recently featured in The Connecticut Post Online because his reaction was so contrary to the current trend. The veteran professional magician noted there were no magic shops in his region — Shelton, CT.

Of course not, the savvy but cynical amongst us would grumble. That’s why you shouldn’t open one either. The argument makes sense. Brick and Mortar magic stores are often associated with “going out of business” banners and over-due high-interest loans. Anyone with common sense knows the Internet has stolen the market from fixed operations and their accompanying fixed costs and overhead.

Mr. Lizotte told the reporter his observation logically led him to the conclusion he should open a magic store and thus corner the market.

So, last Saturday, Mr. Lizotte celebrated the grand opening for his shop, Lizotte’s Magic and Toy Shop at 165 Center St. in Shelton.

His act is not a blithe plunge towards bankruptcy. He knows what he is doing. Five years ago, Mr. Lizotte co-owned the See-More Magic Shop. The store closed because he and his partner were unable to spend enough time on location. But the magic store concept remained alive — it was in the business equivalent of a drug-induced coma to sustain life but little more.

Mr. Lizotte brought the inventory to his home, his garage, and continued in his position of magic store owner. He serviced his friends in the magic community looking for the latest effect or essential supplies. By doing so, he had a chance to keep current with the ever-changing trends in our art; as well as maintain relationships with his future customers.

As his new store’s name suggests, Mr. Lizotte will hedge his bet by selling toys along side of magic paraphernalia. Only magic shop owners could think toys would provide a stable revenue stream to support magic sales. Most toy shops are facing inglorious closure on pace with magic shops. It is instructive to see Toys ‘R Us enter bankruptcy when all agreed it had the best business model (and economies of scale) in the toy business.

Mr. Lizotte will continue to perform to supplement his income and knowledge of “what appeals to people.” His experience as a performer and sales person give him confidence he will choose the right inventory to both encourage and profit from budding magicians.

Mr. and Mrs. Lizotte are expecting their first child this October and so the stakes are raised even more. “The Lizottes rent their store with their savings, a little credit and keep up with their other jobs. Michele Lizotte works at Western Connecticut State University in Danbury; Bryan Lizotte works as a magician and a real estate agent.”

The shop is designed to foster an atmosphere of fun and teaching. The front half houses the toys and games. The back half of the store is a place…

 

Michele & Bryan with Mayor Mark lauretti

Some would start with Bryan Lizotte’s observation and act in a completely opposite manner. Mr. Lizotte was recently featured in The Connecticut Post Online because his reaction was so contrary to the current trend. The veteran professional magician noted there were no magic shops in his region — Shelton, CT.

Of course not, the savvy but cynical amongst us would grumble. That’s why you shouldn’t open one either. The argument makes sense. Brick and Mortar magic stores are often associated with “going out of business” banners and over-due high-interest loans. Anyone with common sense knows the Internet has stolen the market from fixed operations and their accompanying fixed costs and overhead.

Mr. Lizotte told the reporter his observation logically led him to the conclusion he should open a magic store and thus corner the market.

So, last Saturday, Mr. Lizotte celebrated the grand opening for his shop, Lizotte’s Magic and Toy Shop at 165 Center St. in Shelton.

His act is not a blithe plunge towards bankruptcy. He knows what he is doing. Five years ago, Mr. Lizotte co-owned the See-More Magic Shop. The store closed because he and his partner were unable to spend enough time on location. But the magic store concept remained alive — it was in the business equivalent of a drug-induced coma to sustain life but little more.

Mr. Lizotte brought the inventory to his home, his garage, and continued in his position of magic store owner. He serviced his friends in the magic community looking for the latest effect or essential supplies. By doing so, he had a chance to keep current with the ever-changing trends in our art; as well as maintain relationships with his future customers.

As his new store’s name suggests, Mr. Lizotte will hedge his bet by selling toys along side of magic paraphernalia. Only magic shop owners could think toys would provide a stable revenue stream to support magic sales. Most toy shops are facing inglorious closure on pace with magic shops. It is instructive to see Toys ‘R Us enter bankruptcy when all agreed it had the best business model (and economies of scale) in the toy business.

Mr. Lizotte will continue to perform to supplement his income and knowledge of “what appeals to people.” His experience as a performer and sales person give him confidence he will choose the right inventory to both encourage and profit from budding magicians.

Mr. and Mrs. Lizotte are expecting their first child this October and so the stakes are raised even more. “The Lizottes rent their store with their savings, a little credit and keep up with their other jobs. Michele Lizotte works at Western Connecticut State University in Danbury; Bryan Lizotte works as a magician and a real estate agent.”

The shop is designed to foster an atmosphere of fun and teaching. The front half houses the toys and games. The back half of the store is a place to see, buy, and talk about magic. Mr. Lizotte hopes to see inventory grow along with his customer base sufficient to force a move to a new, larger location.

Interestingly, there is no mention of competition from the cut-priced vendors on the Internet. Perhaps this is because Mr. Lizotte does not see those faceless warehouses parked at the end of some domain address as competition. He is going for a different market, people excited about seeing, learning, and talking about magic in a physical place established by a magician for just that purpose.

Of course, if there are those few who still chose to order on-line, Mr. Lizotte’s on-line shop, Magic Presto, is still available and compliments his physical location.

We wish him the best of luck and encourage you to stop by the shop if you are in Western Connecticut. Lizotte’s Magic & Toy Shop is located at 165 Center St., Shelton. It’s open from noon to 9 p.m. on Wednesdays; 2 p.m. to 9 p.m. on Thursdays; and from 9 a.m. to 3 p.m. Fridays and Saturdays. Call at 924-8697.

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