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Magic Memories captures Europe

By Matt Philp

Magic Memories has come a long way since the company was dreamed up on the back of a napkin during a night out in Queenstown 16 years ago – all the way from Queenstown’s Skyline Gondola to Dublin Zoo, in fact.

Magic Memories at Blue Planet Aquarium in Chester, United Kingdom

The tourism photography business, which sells tourists images of themselves visiting famous attractions, first ventured overseas five years ago with several operations in Australia, and has since moved into the United Kingdom and Europe, with ventures in Sweden, Germany and a strong ongoing presence in Ireland.

Europe closed for business? Hardly. Stuart Norris, who co-founded Magic Memories with John Wikstrom back in 1994, says while the company’s heart is still very much in Queenstown, Europe now accounts for one-third of its turnover, and shows plenty of potential for growth.

“The number of potential visitors in any market over here is just staggering,” says Norris, on the phone from London, where he relocated following the company’s expansion.

The company’s initial move into Europe was easier than it might have been. Key client Great City Attractions, a British company whose business is based on a giant, moveable observation ferris wheel, decided to try the European market and Magic Memories took the chance to go with them.

The kiwi company did its own research into the potential market, of course, but “we were lucky in that they have pretty strict criteria about where they are going to open a new business. We used the energy of that development to fast-start our business here.”

Magic Memories also got a big boost from NZTE and the Beachheads programme in terms of mentorship, encouragement and both financial and “moral” support. “NZTE prised open doors for us to charge through. And the financial support really was the icing on the cake for our growth budget.”