“Do you have any rust?” Russ opened many a conversation with question while pulling a tube of Magica from his pocket and a rust stained cloth to demonstrate how Magica Rust Remover worked. Williams would even go as far as donning a top hat and tails at trade shows and on live TV shows such as QVC, to resemble “the Magician” on the product’s logo. That’s because he knew that the formula inside his tube of Magica would magically eliminate rust from just about anything – clothing, boats, furniture, concrete, antiques, sporting equipment and even carpet. Magica truly does remove rust stains “like Magic!”
In the 30 years the company has been in business; Magica has earned an excellent reputation for the product and their customer service. With a loyal customer base that includes large retail distributers; smaller specialty shops; marinas, and repeat customers; Many sales come from word-of-mouth recommendations from delighted customers to their friends and families.
Russ Williams’s youngest son, “Rusty”, took over the family business in 2002 and continues to manufacture Magica Rust Remover in Oshkosh. More recently, son-in-law Bob Everhard, has come onboard as National Sales Manager and the company has just completed building a new, larger manufacturing and warehouse facility. With these improvements, Magica Rust Remover is actively seeking new wholesale and retail distributors throughout the USA and foreign markets.