It's no secret that York has become a magnet for lovers of magical fantasy, with The Shambles attracting wizarding fans from around the world. In the midst of this craze sits a humble potions apothecary selling weird and wonderful drinks, delighting kids of all ages.

Phil Pinder is one of the founders and directors of The Potions Cauldron Group, a retail and attractions empire which now spans the UK. He speaks to Sophie Hudson about being in business in York, why storytelling and imagination is essential for a good brand - and why he and business partner Ben Fry turned down a record offer on Dragon's Den!

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Between These Walls is written, produced and presented by Sophie Hudson, featuring the people and businesses who make York special.

If you know of anyone who should be featured, or your business is interested in sponsoring the podcast, email btw@soapyproductions.co.uk.

Sophie Hudson is a former broadcast journalist and podcast producer working for local radio stations across Yorkshire. She has since been working with York businesses as a Chartered Marketer.

This is a Soapy Productions podcast.