"Sweet!" - IT'SUGAR Candy Store coming to Wildwood Boardwalk

IT'SUGAR Candy Store, Atlantic City

We can confirm another addition to what is already shaping up to be a banner year for new businesses in the Wildwoods!

IT'SUGAR, a trendy candy store that specializes in "innovative sweets, fun novelty gifts and giant candy" is coming to the Boardwalk. 

While we can't release the exact location just yet, we can confirm that the store will be open in time for Memorial Day Weekend.

IT'SUGAR seems like a natural fit for Wildwood's "wacky, tacky" colorful vibe. The company prides itself on its "absurdly hilarious candy and novelty products," featuring "over a thousand indulgent confections to choose from and an array of gifts that are a feast for the eyes."

Jeff Rubin, founder and CEO of IT'SUGAR, opened his first store in Atlantic City in 2006. Since then, it has become the fastest-growing specialty candy retailer in the world, with over 100 locations in U.S. and abroad. 

This will be IT'SUGAR's third store at the Jersey Shore. It's second shop opened on the Ocean City Boardwalk last May.