IT’SUGAR opens a new two-story flagship in Times Square

Photo courtesy of IT’SUGAR

Today marks the start of something sweet. IT’SUGAR is opening a two-story, 20,335 square foot flagship in the heart of New York City on 42nd Avenue at Times Square.

The official inauguration took place on August 11 by CEO Jeff Rubin. They also unveiled a delightful replica of the New York skyline, but there’s a twist. It is made entirely of jelly beans. The new flagship also features a spectacular lollipop garden, made up of over 1,000 individual lollipops.

Photo courtesy of IT’SUGAR

IT’SUGAR was founded in 2006 by a 42-year-old Rubin with a passion for candy innovation and entrepreneurship. Since then, the chain has grown into one of New York’s most well-known and beloved candy stores. The company doesn’t just cater to New Yorkers, as it has 100 locations across the United States.

All that hard work landed Rubin in the Candy Hall of Fame.

Photo courtesy of IT’SUGAR

IT’SUGAR is constantly coming up with new ways to incorporate its candies into various candy creations. Its giant candies, its novelties and its humorous sweets allow visitors to keep an unforgettable memory of Rubin and the goal of the IT’SUGAR team to leave everyone with a new look at candy.

“We’re kind of selling fun and we’re kind of selling attitude,” Rubin said. “The difference with It’Sugar is that people come to us to laugh, to escape reality. The sun always shines inside It’Sugar.

This brand new store is the second largest IT’SUGAR store in North America. With two stories to discover, there will be a tantalizing treat for everyone.

Photo courtesy of IT’SUGAR
Photo courtesy of IT’SUGAR

Rachel J. Bradford