Is it really magic or something else?
Many of these companies are online-only businesses which gives them the distinct advantage of being able to sell to the world. Customers can go in-store and pick from a range of pre-made cakes, which can be personalised, or order their own design.
It also is brilliant at communicating with its customers on their terms. Although Tropic sells directly to customers from its website, a huge factor behind its growth is its use of brand ambassadors.
Its stores are in the more luxurious parts of London, Leeds, Birmingham and Kent.
They may even decide to become ambassadors themselves, which then spreads the word even further. These tools mean customers can see what products might look like in their home before they buy. The best way to do this is, once again, through convenience.
Some of the spaces are even appointment only which makes the process of buying second hand as luxurious as buying a brand-new watch. Based in the UK, it exports its goods to more than countries worldwide.
It sponsors some of the most popular YouTubers, bloggers and Instagram influencers in its field.