The candy retailer, known for its oversized confections and bright colors, already has three other stores in Las Vegas, Nevada.
“For many years it has been our vision to open an IT’SUGAR flagship store on the Las Vegas Strip and we couldn’t be more excited to see our vision become a reality,” said Jeff Rubin, CEO and founder. “IT’SUGAR’s indulgent and humorous brand brings out the child in every adult, and is a natural fit to join the Las Vegas Strip.”
Rubin created IT’SUGAR in 2006 as an immersive candy experience meant to satisfy ‘a universal sweet tooth.’ He grew the brand to more than 100 storefronts with 1k employees across the US in major markets, including New York City, Los Angeles, Chicago and Miami.
In 2000, Rubin co-founded Dylan’s Candy Bar, another popular retail confectionery chain, with the company’s namesake partner Dylan Lauren – the daughter of fashion designer Ralph Lauren. The entrepreneur also developed FAO Schweetz, the candy arm of the 150-year-old toy store FAO Schwartz.
He also led the retail charge for tennis player Maria Sharapova’s candy line, Sugarpova.
BBX Capital Corporation bought the retailer in 2017 for a reported $57m. The private equity firm owns several other confectionery manufacturers, wholesalers and retailers, most of which are based in Florida. IT’SUGAR has its headquarters in Deerfield Beach outside Miami. Other brands under the BBX Sweet Holdings umbrella include Hoffman’s Chocolates, Williams & Bennett and Droga Chocolates, which makes non-GMO caramels.
In 2017, IT’SUGAR garnered about $78m in annual revenue.
"IT'SUGAR has had great success expanding its presence across the United States as a modern day candy playground, and we are very pleased to partner with Jeff Rubin and the IT'SUGAR management team to support continued expansion of its retail footprint and grow the brand in other channels,” Jarett Levan, president of BBX Capital, said at the time of the acquisition.