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First Look: It’Sugar makes its Broadway debut

Al Urbanski
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It'Sugar has hit The Great White Way!

When It’Sugar — which fashions itself as a candy “retailtainer” —  decided to be one of the first tenants at American Dream,  the massive mega-retail and entertainment center in East Rutherford, N.J., it pulled out all the stops, opening  three-level, 22,000-sq.-ft. "candy department store" across from the Dreamworks Water Park. It has since opened an 18,00-sq.-ft. location at Ala Moana Center in Honolulu, and an 11,400-sq.-ft. outpost in the former Disney Store on North Michigan Avenue in Chicago.  The Ft. Lauderdale-based company refers (internally)  to its large-format stores as "Sugar Daddys"  and this week a new It'Sugar has emerged to boogaloo down Broadway.

The specialty candy retailer has opened a two-story, 20,335 sq.-ft. pop-up store on W. 42nd Street — its second largest location to date  after American Dream — in a space that formerly housed a Modell’s Sporting Goods store.  (It'Sugar  pop-ups generally have lease terms ranging from 13 to 36 months.) The interior boasts extravagant displays that include a lollipop "garden" made up of over a thousand lollipops,  a “Big Apple” made entirely of jellybeans and thousands of varieties of sweets along with candy-themed gifts.

More than 35 licensed candy brands are featured. The grand candy brand parade includes Sour Patch Kids, Oreo, Nerds, Starburst, Skittles, Reese’s, Toxic Waste, Pez, and Tootsie showcased within branded departments. The store also includes immersive areas devoted to retro and international candy, TikTok-trending treats and more. 

“It’Sugar is known for creating an environment like no other - one that fosters the greatest feeling of happiness; allowing you to enjoy the treats you love without judgment,” said It’Sugar founder and CEO Jeff Rubin. “It is not only about taste. It’s also about delivering a unique experience and our store in Times Square provides just that.”

The Times Square store is the headliner in a big week for It’Sugar. On August 15,  it opened a 5,000-sq.-ft. store at West Edmonton Mall, the first theme-park-anchored mega-mall built by the Ghermezian family in Canada.

It'Sugar is a member of BBX Capital’s family of companies and a subsidiary of BBX Sweet Holdings.


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