IT'SUGAR
| Company type | Private |
|---|---|
| Industry | Confectionery retail |
| Founded | 2005 |
| Founder | Jeff Rubin |
| Headquarters | Fort Lauderdale , United States |
Area served | United States, Canada |
Key people | Jeff Rubin (founder) |
| Products | Novelty candy products |
| Parent | BBX Capital Corporation |
IT’SUGAR (pronounced "it's sugar") is a North American confectionery retail chain operating more than 100 outlets throughout the United States and Canada, predominantly situated in shopping centers and popular tourist areas.
History
Founded in 2005 by Jeff Rubin, a former Wall Street professional who returned to the Midwest to assist his family’s enterprise, IT’SUGAR drew inspiration from iconic retailers such as FAO Schwarz and Toys R Us. Rubin opened the inaugural store in Atlantic City, New Jersey, featuring novelty candy products and branding the company with the tagline "Absolutely No Nutritional Value" to establish a distinct identity.
In 2017, BBX Capital Corporation purchased IT’SUGAR for $57 million, representing a pivotal moment in the company’s corporate evolution and growth trajectory. Under BBX Capital’s stewardship, IT’SUGAR broadened its presence with flagship stores, including a notable three-level venue at the American Dream mall in New Jersey (2019), which boasts over 10,000 varieties of candy alongside unique attractions like a jellybean replica of the Statue of Liberty.
The COVID-19 pandemic posed significant operational difficulties, leading IT’SUGAR to file for Chapter 11 bankruptcy protection in 2020 amid supply chain interruptions and decreased revenue; however, the company swiftly restructured and resumed business activities.
Expansion continued with the opening of a 2,000-square-foot store on Chicago’s Magnificent Mile in 2022, followed by a two-story flagship location spanning 20,335 square feet in Times Square, New York—ranking as the second largest store nationwide. That same year marked IT’SUGAR’s debut in the Canadian market through a candy department store at West Edmonton Mall.
Recent developments include new outlets at Bellis Fair Mall and The Centre at Salisbury in 2023, with plans to enter the Miami market slated for 2024. These initiatives underscore IT’SUGAR’s strategic focus on scaling operations and strengthening its competitive position within the sweets retail sector.
Partnerships
The largest IT’SUGAR store at American Dream incorporates a key collaboration with Mondelez International, featuring an Oreo TWISTiD café on its third floor that enriches both product variety and customer engagement.