It’s Sugar

IT’SUGAR is a specialty candy retailer that brings a playful and immersive experience to shoppers looking for sweets and novelty treats. The company was founded in 2006 by Jeff Rubin, who opened the first store in Atlantic City, New Jersey. From its origins as a single location, IT’SUGAR has grown steadily, and as of November 2025, it operates 104 stores across the United States.

A major turning point for IT’SUGAR came in 2018, when BBX Capital Corporation acquired the business. This partnership provided the resources and momentum for further expansion, allowing IT’SUGAR to broaden its product offerings and open new stores in prominent retail destinations. Over the past five years, the brand has focused on experiential retail, adapting its store formats to suit a variety of environments. This includes everything from compact mall kiosks to multi-level flagship locations, such as those recently opened in Times Square and Las Vegas.

IT’SUGAR’s strategy centers on securing prime spots in areas with high foot traffic, including tourist destinations, urban entertainment districts, and leading shopping malls. The company continues to pursue growth in major metropolitan markets like New York, Las Vegas, Miami, Chicago, Los Angeles, and Orlando. Its stores are designed to stand out visually, featuring bold displays and interactive elements that encourage customer engagement and social sharing.

For landlords, brokers, and developers, IT’SUGAR is notable for its ability to draw visitors and create energy within retail centers. The brand’s willingness to invest in unique buildouts and its flexible approach to store formats make it a versatile tenant. With a track record of expansion and a strong national footprint as of November 2025, IT’SUGAR has established itself as a credible and scalable presence in the specialty retail sector.