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Since Jeff Rubin founded IT'SUGAR in 2006, the saccharine brand experience has become one of the largest and fastest-growing specialty candy and gift retailers in the world. The IT'SUGAR Empire consists of over 80 retail locations in US hotspots such as New York, Las Vegas, Los Angeles, San Francisco, Miami, Denver, San Diego, and Palm Beach, in addition to international outposts in Panama, Venezuela, and Grand Cayman. With avid growth plans, IT'SUGAR aspires to a future where everyone has access to the pure joy that comes from indulging in a world with fewer rules and more sugar.
IT'SUGAR strives to be "the" place where sugar hounds and the candy-obsessed come to indulge in the sights, smells, and tastes of their favorite treats. Everything from sweet and sour, to chocolate and gummy can be found among IT'SUGAR's thousands of indulgent confections. Alongside classic candy, whimsically giant goodies, and rare retro favorites, IT'SUGAR also offers exclusive, private label treats like irreverent chocolate bars and innovative candy gifts. Never one to stop at the sugar rush alone, IT'SUGAR expands their love of all things sweet and sassy with trendy, branded collections of clothing, sleepwear, home goods, and accessories.


At IT'SUGAR, bigger is better. As home to several of the world's largest boxes of candy, the brand is credited with pioneering the trend of supersized sweets. IT'SUGAR carries exclusive giant candies like The World's Largest Box Of Nerds and The World's Largest Box of SOUR PATCH KIDS ®, in addition to 5LB Gummy Bears, gigantic 27LB "Party Pythons", and much more. With a passion for all things uniquely indulgent, IT'SUGAR continues to introduce never-before-seen giant candies to market in new flavors and styles.

Time travel is real! By offering hundreds of throwback treats and nostalgic candies, IT'SUGAR likes to think that a hop back in time is a simple as a taste of your favorite classic candy. Stores celebrate the fun of the 50s, 60s, 70s, 80s and 90s with the unforgettable tastes of the times: everything from the classic Chick-O-Stick and Charleston Chew to fun retro novelties like Pop Rocks and Bazooka Bubblegum.

IT'SUGAR is colorful and lively; a modern playground dedicated to all things sweet. It is through exclusive partnerships with like-minded brands such as Seventeen, Saturday Night Live, and SOUR PATCH KIDS ®, that IT'SUGAR brings these philosophies to life. Candy and fashion-inspired collaborations make up a core focus within the IT'SUGAR brand. By creating co-branded edible and non-edible merchandise, these partnerships allow IT'SUGAR to introduce innovative product and assortment into both the candy and lifestyle sectors.