IT'SUGAR is a specialty candy retailer known for its humorous and rebellious approach to candy. Founded by Jeff Rubin in 2006, IT'SUGAR has grown to become one of the largest candy "retailtainers" in the world. The brand is recognized for its absurd sugar innovations and a unique blend of pop culture and candy. With over 100 locations across the United States and Canada, IT'SUGAR offers an experience that goes beyond just selling candy. The stores are designed to be a humorous escape from everyday life, encouraging customers to indulge in a world with fewer rules and more sugar. In 2017, BBX Capital invested in IT'SUGAR, enabling an expansion that included the World's First Candy Department Store, spanning 24,000 sq ft and three floors. IT'SUGAR aims to bring joy and laughter to its customers through its playful and innovative candy offerings.
