IT’SUGAR To Debut New Flagship Store For Times Square

The popular "retailtainers" have secured over 20,000 square feet in the former Modell's space.
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It was only a matter of time, the colorful confectionery has finally joined the pantheon of iconic stores in Times Square.

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IT’SUGAR is one of the largest specialty candy “retailtainers” in the world, known for fusing their candy retail experience with an irreverent and inviting atmosphere that celebrates lighthearted rebellion. Founded in 2006 by candy veteran Jeff Rubin, IT’SUGAR’s innovative confections and celebratory environment has launched the brand into one of the world’s best-known candy stores, currently boasting over a hundred different stores across 26 states. As their slogan says, “You can buy candy at the supermarket, but that’s not the point…” because at IT’SUGAR, it’s an experience.

Now well-into a successful expansion, the brand is getting ready to cement its status as one of the world’s most iconic candy retailers with the establishment of a brand new flagship store in the heart of Times Square. The nationwide chain recently announced the acquisition of a three-year lease for a 20,355 square foot space at 234 West 42nd Street. The location was formerly home to Modell’s Sporting Goods, who were sadly liquidated after declaring bankruptcy in 2020, before being acquired then acquired by Tai Lopez and Alex Mehr’s Retail Ecommerce Ventures.

The new emporium will offer its signature selection of thousands of different sweets alongside larger-than-life in-store displays and immersive candy experiences. Employees are encouraged to sing freely at work, as IT’SUGAR prides itself on providing a dynamic and unique shopping experience with every trip to the store. With over 20,000 square feet at the crossroads of the world, the renowned “retailtainer” now has an impressive new canvas with which it can design bold and dazzling new store experiences.

National Confectioners Association President and CEO John Downs said of the brand in a 2022 report that “IT’SUGAR puts the confectionery category on full display by combining the industry’s beloved products with a unique and innovative in-person retail experience and enhancing the magic related to shoppers favorite treats.” According to Downs, “Consumers are prioritizing their emotional well-being now more than ever, and they are looking to lift their spirits – and IT’SUGAR and the confectionary companies are there to help with fun and creative ways to do that.”

As one of the most highly visited locations on the planet, Times Square is the perfect new location for IT’SUGAR’s bold innovations, and the brand’s new expansion speaks to a remerging retail market in a area that has been heavily beleaguered by residual effects of the pandemic. The exciting news comes on the heels of their latest expansion, a massive three-floor retail experience at New Jersey’s American Dream Mall. At the moment, IT’SUGAR currently operates five locations in New York, in NoHo, the Upper West Side, Herald Square, Rockefeller Center, and Coney Island, Brooklyn. According to a recent job application post for the new location, the store is currently scheduled to open in August 2022. While you wait, you can follow IT’SUGAR on Instagram for future updates on all their latest endeavors.

Jake Rogers

Jake Rogers is an author and playwright based out of Brooklyn, New York. A lively performer who is deeply passionate about history and literature, outside of his reporting he also produces short films and plays with his theatre troupe, the LSTC. He is currently producing a web series about a butterfly and moth who are roommates that will be released later in the year.
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