The story behind Spirit Halloween’s meteoric rise

A Bloomberg profile of Spirit Halloween tells the tale of founder Joe Marver, “a self-described ‘maniac’ for the business,” who launched his first pop-ups in the mid-80’s and in many ways established the validity of retail pop-up strategies. With over 1,100 pop-ups this year, Spirit Halloween is technically a bigger chain — temporarily — than J.C. Penney or Toys ‘R’ Us.