IT’SUGAR

We are a “Retailtainer” – a humorous escape from everyday life

Somewhere you can laugh out loud, break the rules, treat yourself and experience pure joy. So go ahead and eat dessert before dinner and give your senses permission to run wild. 

IT’SUGAR isn’t just candy–it’s an experience. With a unique blend of sugar and pop culture, IT’SUGAR pokes fun at the rules and wants to help the world not take itself too seriously. IT’SUGAR–You Know You Want It.

Specializing in candy from chocolates to lollipops to mints to gummy bears and candy-inspired fashion apparel, accessories and novelty gift items, IT’SUGAR is a land of make believe come true for the stylish and young at heart; an ultra chic, super sweet candy-land adventure. The concepts of joy, taste, color and sound are at the heart of IT’SUGAR candy emporium.

Founded by candy veteran Jeff Rubin in 2006, IT’SUGAR has become one of the largest specialty candy “retailtainers” in the world, with 100 locations throughout the United States. IT’SUGAR is more than just a candy store – it’s an experience. Known for their absurd sugar innovations that celebrate lighthearted rebellion, 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.