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Jeffrey RubinFounder and CEO

Renowned as a modern-day “Willy Wonka,” Jeff Rubin founded IT’SUGAR, the largest specialty candy retailer in the world, boasting an empire of more than 100 retail locations, in 2006, to bring humor and attitude into the candy retail landscape. With IT’SUGAR, Rubin has achieved what no other candy man has been able to do before him — create new categories and break down barriers for celebrities and brands to extend themselves through the power of sugary treats.

In November 2019, Rubin introduced the “World’s 1st Candy Department Store” at the entertainment destination, American Dream, located in East Rutherford, New Jersey. IT’SUGAR unveiled the completely unique retail concept which spans 22,000-square feet over three levels, making it the world’s largest non-manufacturer candy store.


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