DATE: Friday, October 3, 1997               TAG: 9710010115

SECTION: CHESAPEAKE CLIPPER      PAGE: 18   EDITION: FINAL 

SOURCE: BY JENNIFER C. O'DONNELL, STAFF WRITER 

                                            LENGTH:   68 lines

SEASONAL HALLOWEEN SHOP READY TO SCARE THE BUCK OUT OF YOU

FOR THREE YEARS, Catherine DeMartino has helped wannabe witches, devils and space aliens coordinate their Halloween outfits, complete with make-up, wigs and any other accessories. And that's just for her adult customers.

DeMartino is the owner of Halloween Express, a seasonal franchise temporarily located in Greenbrier Mall. The large shop - 4,500 square feet of showroom and 1,500 square feet of storage space - sells Halloween costumes for all age patrons. DeMartino even offers a few outfits for the pampered pet.

DeMartino, a Virginia Beach resident, has sold her masks, clown noses, wigs, make-up kits and other items at malls along the East Coast for years. Last year, she opened her first store at Chesapeake Square Mall, and before that she worked as a manager for other Halloween Express franchises in Pennsylvania and New Jersey.

For DeMartino, the Halloween business was a natural choice.

``I've always had something for Halloween,'' she said. ``I have five brothers and four sisters and with that many kids, Halloween is always a big deal. We spent half a year deciding what we wanted to be.''

For most of the year, DeMartino works as an employee trainer and bartender for Chi-Chi's Restaurants. She said she thought about running her own business and opted for a seasonal franchise that she could work around her schedule with the restaurant.

``I can move it anywhere I want,'' she said. ``If I decide to open it in Florida where I have a house, I can.''

While Halloween Express is only open from mid-August to early-November, DeMartino said the business requires year-long attention.

In January, the store owner travels to Ohio where her franchise is headquartered. While there, DeMartino meets with costume vendors and checks out what's popular and new. After deciding on her inventory, DeMartino then scouts out the local malls for store space.

``There's actually a lot of anxiety when I'm looking for space,'' said DeMartino, explaining that malls won't commit to temporary stores until it's almost time for the store to open. ``If another business comes in wanting a full year lease, my space could be pulled out from under me.''

DeMartino expects to work every day from now until the business closes in early November. Several of her relatives have volunteered time to help her through the next few weeks.

Popular costumes for adults this year include masks of celebrities and politicians, characters from television and the movies and old standbys like witches, ghouls and overgrown babies.

Children are choosing characters from the Cat In The Hat, Dorothy from The Wizard of Oz and movie characters such as Pinhead and Freddy Kruegar. Prices vary, but customers looking for costumes on the cheap can purchase inexpensive kits or individual accessories.

In addition to costumes, DeMartino sells party favors and indoor/ outdoor decorations.

Business has already been brisk, said DeMartino, who attributes her success in part to the calendar. This year, the event falls on a Friday.

``Friday, Saturday and Sunday are great days for Halloween. Weeknights aren't as popular,'' she said. MEMO: Halloween Express is open 10 a.m. to 9 p.m. Monday through

Saturday at Greenbrier Mall. Sunday hours are noon to 5:30 p.m. More

information: call 424-0196. ILLUSTRATION: Staff photo by CHARLIE MEADS

Catherine DeMartino, owner of Halloween Express, a seasonal

business, carries a variety costumes, masks, makeup kits and

accessories from August to November at her temporary location in

Greenbrier Mall.

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