It happened almost by accident.
The year was 2005, and then 26-year-old Chad Horstman and his brother, Evan, had just launched online lingerie shop Yandy.com. Halloween was on the way, and the two saw an opportunity to grab a piece of the $1.15 billion costume market.
Because Yandy already carried several lingerie brands that produced sexed-up Halloween costumes on the side, the brothers decided to offer roughly 60 of these styles to their customers.
They were so overwhelmed by demand that the duo had to elicit help from friends to ship orders out of Chad's Scottsale, Arizona, garage.
Fast forward 10 years, and Yandy.com now offers 4,000 costumes — including such headline grabbers as "sexy" Donald Trump and sexy corn on the cob. It also generates roughly 30 percent of its annual sales from the holiday.
"Halloween became a big part of our business that very first year," Chad said.