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Industry Retail
Founded 1999
Headquarters New Berlin, Wisconsin
Key people
Rick Barton CEO
Products Costumes, party supplies, Halloween décor, Halloween costumes
Parent BuySeasons Inc. (Rubie's)
Website is a major US-based costume retailer headquartered in New Berlin, Wisconsin. It is an e-commerce company that sells costumes and costume accessories for children, adults and pets, as well as party supplies for year-round occasions and seasonal indoor/outdoor décor. It is part of a family of costume and party brands owned by a larger corporate entity, BuySeasons, Inc. that includes and BuySeasons, Inc. is a subsidiary of Rubie's Costume Company. refers to itself as "The Online Leader in Halloween Costumes since 1999," offering more than 10 billion costume and accessory combinations.[1]


1999–2009[edit], and parent company “BuySeasons Inc”, was founded in 1999 by Jalem Getz and business partner Jon Majdoch as an online retailer of costumes and seasonal items. Originally located in Waukesha, the firm moved its corporate headquarters and distribution center to New Berlin as it expanded, which is where it resides today.

In August 2006 Liberty Media Corporation purchased BuySeasons, Inc., at which point it became a wholly owned subsidiary of Liberty Media. In 2008, Liberty Media acquired Celebrate Express, parent of, and combined it with BuySeasons.[2]


In December 2010, Getz left the company, turning over control to Dan Haight, who became President & CEO.[3] Getz would later file suit against BuySeasons in 2011, alleging that the company had failed to honor various compensation agreements.[4]

In October 2011, earned a Guinness World Record for the most people dressed as video game characters. The company assembled 425 of its employees to attempt the record. Costumes used in the record attempt were pre-approved by Guinness World Records.[5]

Dev Mukherjee, former SVP and President of Sears Holdings’ Home Appliances for stores and online, became the CEO of BuySeasons, Inc. in 2013.[6] Mukherjee was replaced the following year by Leisure Arts CEO Rick Barton, marking the company's third CEO change in four years.[7]

In 2014, Liberty Interactive spun off BuySeasons and its stake in TripAdvisor into a new company, Liberty TripAdvisor Holdings.[8] In 2017, Liberty TripAdvisor Holdings sold BuySeasons to costume manufacturer Rubie's Costume Company.[9]

Facilities[edit], as a part of parent company BuySeasons, Inc. operates out of a 472,000 sq. ft. corporate headquarters in New Berlin, Wisconsin (near Milwaukee). The company also operates a satellite facility in Bothell, Washington that employs a product development team. The New Berlin campus houses the core of the company’s professional offices and its call center, as well as its warehouse and distribution/manufacturing center. The workforce employed at the campus annually quadruples in the weeks around Halloween to account for increased seasonal demand.[10]

In Media[edit] provided costumes for a cosplay and LARP challenge on the Season 2 episode "To LARP or Not to LARP" of the TBS reality competition show, King of the Nerds.[11] Contestants were required to create and perform a short LARP scene as four original characters and be judged by a celebrity panel. was featured during a similar challenge on the Season 3 episode "And Now For Something Completely Different," and also provided the prizes for the members of the winning team.[12]

Orange Tuesday[edit]

In 2013, BuySeasons, Inc. filed the wordmark “Orange Tuesday” with the United States Trademark and Patent Office for use on The concept of Orange Tuesday is used by the retailer to denote the Tuesday after Labor Day as the beginning of the Halloween season.[13] According to CEO Dev Mukherjee, the movement was intended to spearhead the shopping season alongside all retailers, including brick-and-mortar firms such as Target and the competing Party City. Other Wisconsin-based companies such as Mills Fleet Farm and Lakefront Brewery have been known to participate in the trend of using colors to name various shopping seasons.[14]


Media reception to Orange Tuesday has been mixed. Some critics, such as Nedra Rhone of the Atlanta-Journal Constitution and Adam Tschorn of the Los Angeles Times, questioned the seasonal relevance of a Halloween-based event in September, while Rieva Lesonsky of remarked that it may be a “smart move,” considering Halloween’s growing popularity.[15][16][17]


  1. ^ Kramp, Brian. "Halloween comes to life at". Retrieved 2014-03-27. 
  2. ^ Martinez, Amy; Allison, Melissa (2008-06-27). "Celebrate Express is being bought for $31 million". The Seattle Times. Retrieved 2017-09-24. 
  3. ^ Hajewski, Doris (2010-12-02). "Buyseasons CEO Getz resigns from costume retailer". Retrieved 2014-03-27. 
  4. ^ Hajewski, Doris (2011-05-24). "Former CEO sues BuySeasons over compensation". Retrieved 2014-03-27. 
  5. ^ "Video: Mario and Angry Birds unite to break record for most people in video game character costumes". Guinness World Records. 2011-10-06. Retrieved 2014-03-27. 
  6. ^ "Sears Loses Another Executive From Key Division". Forbes. 2012-08-03. Retrieved 2014-03-27. 
  7. ^ "BuySeasons replaces CEO". 2014-04-22. Retrieved 2014-04-28. 
  8. ^ "Liberty Interactive files to spin off TripAdvisor stake". Reuters. 2014-05-06. Retrieved 2017-09-24. 
  9. ^ Romell, Rick (2017-07-05). "Competitor acquires New Berlin costume retailer BuySeasons". Milwaukee Journal Sentinel. Retrieved 2017-09-24. 
  10. ^ "BuySeasons makes moves beyond Halloween - Milwaukee - Milwaukee Business Journal". 2011-09-23. Retrieved 2014-03-27. 
  11. ^ Johnston, James (13 Feb 2014). "Five Thoughts on King of the Nerds: "To LARP or Not to LARP"". Multiversity Comics. Archived from the original on 2014-04-02. Retrieved 3 Mar 2014. 
  12. ^ Corley, Melissa (1 Feb 2015). "King of the Nerds 3 Blog Recap Episode 2: And Now For Something Different". Retrieved 3 Mar 2015. 
  13. ^ "Day after Labor Day branded 'Orange Tuesday' for shoppers | Money - WISN Home". 2013-09-03. Retrieved 2014-03-27. 
  14. ^ Romell, Rick (2013-08-29). "Halloween costume retailer BuySeasons seeks trademark on 'Orange Tuesday'". JSOnline. Retrieved 2014-03-27. 
  15. ^ Tschorn, Adam (2013-08-28). "Weigh in: Should 'Orange Tuesday' be Halloween's 'Black Friday'? - Los Angeles Times". Retrieved 2014-03-27. 
  16. ^ "In shopping, orange wants to be new black | Atlanta Bargain Hunter". 2013-08-30. Retrieved 2014-03-27. 
  17. ^ "Are You Ready for Orange Tuesday?". Small Biz Daily. Retrieved 2014-03-27.