This Is Us

Founded in 2006 by Jeff Rubin, IT’SUGAR is a modern day playground dedicated to immersing its customers in content that they just can’t keep to themselves. IT’SUGAR was created to satisfy a universal sweet tooth and provide a variety of bold merchandise with tongue-and-cheek attitude.

As the place where candy-obsessed come to indulge in the sights, smells and tastes of their favorite sweets and get immersed in the brand’s irreverent voice and fun-loving nature, IT’SUGAR is a different kind of specialty store. Dedicated to bringing out the child in every adult, the brand mixes unique product and merchandise with mega-sized humor and attitude.

Our Fearless Leader

Jeff Rubin
Founder, CEO & Chief Gummy Bear

Rubin has always had a sweet tooth. After creating a candy business for F.A.O. Schwartz toy store – called F.A.O. Schweetz – and co-founding Dylan’s Candy Bar, Rubin was ready to create a one-of-a-kind retail destination with a humorous twist that mirrored his unique personality.

Jeff Rubin

Fun Facts

  • Founded on June 26, 2006 with one (1) store in Atlantic City, New Jersey
  • IT’SUGAR is the largest and fastest-growing specialty candy retailer with 100 locations across the United States and abroad
  • In 2016, IT’SUGAR employs nearly 1,000 employees across headquarters and retail