An interview with Mateo and Gjino Milano (Magic King Brussels)

Leading the charge in Belgium’s CBD revolution

Magic King Brussels was founded in November 2019 by two brothers, Mateo and Gjino Milano. Based in the heart of the city, the store is the first in Belgium to provide visitors with a full range of CBD products and accessories, complete with a cool concept interior welcoming enthusiasts of all backgrounds. We caught up with the brothers to find out more about their innovative business venture.

What inspired the launch of Magic King Brussels?

After graduating in Brussels, we moved to Amsterdam, where our passion for the world of cannabis was born. Once Belgium legalised CBD, thanks to our experience and passion in the sector, we decided to create the first Belgian brand of cannabis. When we were young, our mother had a dream to open a business in the name of her two sons. We took up her idea and our brand name is a combination of our two names; Mateo and Gjino (Ma + Gi = MAGIC). That’s how we made her dream come true and opened a whole new concept of cannabis store in Brussels. We wanted to create a place where everyone is welcome and can enjoy the privilege of being themselves.

What was the inspiration behind your unique logo?

The logo features a crown and a lion in homage to the symbol of the Belgian Kingdom. The representation of two heads signifies the union of the two brothers.

What can visitors expect to find at the city centre based store?

Visitors can discover a whole world of cannabis, from premium CBD flowers, to oil, edibles and drinks, CBD cosmetics, and smoking accessories, allowing them to be as unique as possible and to smoke like a boss.

What are some of the benefits to using or consuming CBD-based products?

CBD is advertised as providing relief for anxiety, depression, and post-traumatic stress disorder. It is also marketed to promote sleep. Part of CBD’s popularity is that it is ‘non-psychoactive,’ and that consumers can reap health benefits from the plant without the high.

How do you ensure your products are safe and legal for your customers?

Here at Magic King Brussels, we make sure only high-quality ingredients are used in the CBD-based products, food, and beverages we sell. Carefully chosen after a long and involved process of testing and assessment, every product is subject to ongoing analysis and regular appraisal to make sure that they satisfy, every time.

Can you tell us more about your partnership with the famous Stündenglass Gravity Hookah and Cookies Enterprises cannabis brands?

We are honoured to be the only official reseller of Stündenglass in Belgium. This gravity hookah is a sophisticated and elegantly designed 360° rotating glass hookah that generates kinetic motion activation via cascading water displacement, opposing airflow technology and the natural force of gravity. Constructed using the highest quality materials, including borosilicate glass globes and aircraft-grade anodized aluminium, the Stündenglass Gravity Hookah elicits an immersive experience while delivering smooth, consistent, and vaporous draws. We also have the Cookies and Dr Greenthumb’s collaborations. Concerning Cookies Enterprise, I’m not allowed to tell you too much – but Magic King is the first in Belgium to sell these cookies and we hope that it will lead to huge things.

What other well-known brands and accessories do you stock?

We are official stockist of VIBES papers, G Pen vaporisers, RAW rolling papers and accessories, The Bulldog Amsterdam, Green House Seed Company, Green House Feeding, Marley Natural, Keith Haring, Higher Standards, Pax vapours, JaJa Paper, and many more.

What differentiates Magic King from other CBD suppliers?

We are the first to introduce a powerful cannabis brand in Belgium. In a year and a half, we have transformed the CBD market by establishing a high-level smoke shop in the centre of Brussels. The store was totally renovated using our own design and ideas. Every week we bring in new accessories and a new collection. We are also in partnership with the best brands in the world. We have an excellent Instagram account, where we post engaging content every day. A lot of celebrities come to visit us, and we regularly collaborate with famous rappers, bloggers, and artists.

What do you have planned for the future of the store?

We want to expend our brand. Recently we’ve negotiated a strong partnership with Krush Grinders, a very famous Canadian brand from Toronto. Together with them, we will create customised grinders with our own logo. The high-quality Krush grinders offer function and modern design while providing fluffy, perfectly shredded CBD. In the near future, we also plan to start trading our own brand of rolling papers, rolling trays, etc.

Is there anything else you would like to add?

Yes, I’d like to add that we are very passionate about what we do. We have the support of the biggest names in this industry, and our main goal is to innovate and to write the history of Belgian cannabis.

Magic King Brussels has been selected as the Most Innovative New Business by the Belgium Prestige Awards. The judges were impressed with the store’s high-profile partnerships, drawing international cannabis-enthusiasts from around the world. Having established itself as an industry leader when it comes to CBD products and accessories, the judges also admired the founders’ ambitions for the future, setting themselves apart with further brand expansion.

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