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Founded by Jeff Rubin in 2006, this saccharine 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 75 retail locations in US hotspots such as New York, Las Vegas, Los Angeles, San Francisco, Miami, Scottsdale, San Diego and Palm Beach, in addition to chic international destinations such as Panama, Venezuela, and Grand Cayman. With aggressive growth plans, IT’SUGAR sees a future where everyone has access to the pure joy that comes from indulging in a world with fewer rules and more sugar.
With over a thousand indulgent confections to choose from, IT'SUGAR is "the" place where sugar hounds and sweet tooth junkies get their fix. Alongside confectionary classics and candy favorites, the IT'SUGAR brand offers exclusive treats like cheeky chocolate bars and irreverent candy boxes. Never one to stop at the candy rush alone, IT'SUGAR flaunts their love of all things sweet and sassy with an upcoming collection of apparel and accessories.


At IT'SUGAR, bigger is always better. As the exclusive home to several of the world's largest boxes of candy, IT'SUGAR carries oversized sweets like The World's Largest Box Of Nerds, The World's Largest Tube of SweeTarts, 5LB Gummy Bears, 8 foot long gummy "Party Pythons," and even more. With a passion for all things sweet and overindulgent, IT'SUGAR continues to introduce never-before-seen giant candies to market in exclusive flavors and styles.

With hundreds of throwback treats and nostalgic candy, IT'SUGAR likes to think that time travel is possible. 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 dedicated to all that is frivolous, overindulgent, and delightfully naughty. Through exclusive partnerships with like-minded brands such as Seventeen and Nerds, IT'SUGAR brings these philosophies to life. Among ventures with fashion and candy brands, IT'SUGAR has also teamed up with Saturday Night Live (SNL) to introduce a line of candy and novelty items celebrating 40 years of the irreverent variety show.