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Alakazam Magic are one of the longest established magic companies in the UK and over the past three decades, we have grown to become to one of the leading manufacturers and retailers of magic in the world.

From our prompt delivery of orders to our knowledgeable technical advice and superior after sales care it’s no surprise that Alakazam Magic is now the first port of call for 1000’s of amateur and professional magicians the world over!!

Our friendly in-house team are always on hand to help.

Peter Nardi

Managing Director

Peter is the leader of the Alakazam team and a member of the Inner Magic Circle (with Gold Star) as well as a leading creator of unique magic and mentalism.
Due to his extensive knowledge and background in magic, Peter is approached by performers and television companies for advice and consultancy work on a regular basis.

Jenny Nardi

Customer Service Director

Jenny Nardi founded the company with Peter over twenty years ago. Jenny's managerial and organisation skills are key to keeping the smooth day to day running at Alakazam . Her favourite type of magic is comedy magic. Jenny says "if you can make me laugh you've won me over. I like quick and funny tricks. A couple of my favourites are The Tiny Plunger and What Your Future Holds. Also I love seeing people be fooled so my favourite trick to watch being demonstrated is Zenner Tech. Love it!"
When Jenny's not at Alakazam she can be found practicing yoga or gardening which she finds very therapeutic

Andy Smith

Business and Customer Service Manager 

Andy became interested in magic at the age of 10 when he was given the Mark Wilson Course in Magic as a birthday present. Andy found after a short while that it was the close-up and sleight-of-hand branch of magic that he was most drawn to, learning and absorbing everything he could from the writings of Erdnase, Vernon, Marlo and Jennings, and in later years that of Darwin Ortiz, David Roth, Michael Ammar and others.

Although still very much interested in close-up and magic in general, he has been drawn more towards gambling themed card performances and card cheating artifice of late. Andy is a member of the prestigious Magic Circle and is proud to be an Associate Member of the Inner Magic Circle with Silver Star as well as a Member of Equity.

Andy's deep understanding and thoughtful interest in magic reflects in his work and he enjoys inventing, perfecting and also performing new and exciting magic for people everywhere

Louise Bowman

Accounts Manager 

Louise has been with Alakazam for over 5 years, where she handles all the day to day accounts.

Louise is a member of the institute of bookkeepers.

Harry Nardi (H) 

Product Development, PR/Marketing

Harry joined the company as part of his apprenticeship in digital marketing. Since then he been a Britain's Got Talent 2019 finalist, winning his live semi final outright with his Group 4MG

He is also qualified personal trainer.

At Alakazam H heads up our marketing and social media as well as playing a big part in the development of Alakazam products .

Harry is also working magician, performing at private and corporate functions.

Gary Sumpter

Ace Magic Studio

Ever since I started Ace Magic Studio, I have always had a long term goal to somehow bring the Ace product range into Alakazam.

Alakazam are easily THE best magic company around, in terms of quality and customer service. I am very fortunate to be able to call Peter a friend of over 20 years.
Now, in 2021, Ace Magic Studio is PROUDLY part of the Alakazam family.
As well as being a creative business decision, we are also so happy to be part of the Alakazam team as friends, not just colleagues.
With Ace and Alakazam working in partnership, our customers will now get the best magic and mentalism products, backed by Alakazams exceptional presales and aftersales service.
Both Stevo and I are immensely proud to say that we are working as part of Alakazam and we look forward to bringing you so many more amazing products.

Stevo Watson

Ace Magic Studio

Stevo joined Ace Magic Studio officially in 2020 after showing a real love for the art.
Stevo is our in-house gimmick maker and loves to create new ideas.

Mark Call

Alakazam USA Representative

Mark Call joined the Alakazam team in October of 2019.

A long time magic collector and magician, Mark will be heading up the USA division of Alakazam.Mark is extremely knowledgeable of and has a creative magic mind.
He says he was attracted to the Alakazam Family because of their great customer service and strives to bring that to the USA market.

The Amazing Jensyn!

USA Sales, Office/Inventory Manager

Jensyn is the newest member of the Alakazam USA Family. She is Mark Call’s beautiful daughter and brings great organisation and customer service to the USA team. You will see a ‘personal’ note from her on every order she ships.

Ade Gower


Alakazam are renowned the world over for being a leading force in pushing the boundaries when it comes to distinctive and creative magic packaging.

This is, in no small part, due to the superb talent of Ade Gower at Monster Creations. Ade’s highly creative and professional designs have kept Alakazam products at the top of the list when it comes to unique design and product packaging.

Wayne Goodman

(Host of Alakazam’s Discord Server & Wayne’s Wednesdays Wizarding Wonders)

Wayne Goodman has been a professional magician for over 30 years performing everything from kid shows to close up to stage.
Wayne joined the Alakazam team as the Host of our Discord server in 2020 and now produces a biweekly magic review show called Wayne’s Wednesdays Wizarding Wonders where he focuses on reviewing effects that play for family audiences as well as kid shows.