IT’SUGAR Closes its Ocean City, NJ, Boardwalk Store After 10 Years
Ocean City, N.J. — One of the more unique sweet shops on the Ocean City Boardwalk appears to be gone for good.
IT'SUGAR, the specialty candy chain known for its oversized and brightly-colored take on the candy store experience, has closed its location at 952 Boardwalk.
And while seasonal shutdowns are common on the Ocean City Boardwalk, the circumstances surrounding this closure point to something more permanent.
When we walked by Tuesday evening, the storefront was mostly empty. A sign on the front door confirmed the closure, while "for lease" signs were propped up in a couple of the boardwalk-facing windows.
The store's Google listing was also marked as "permanently closed," and the Ocean City location has been removed from the company's website.
A look inside revealed that shelves were being taken down, with a small handful of products and candy remaining.
The apparent closure marks the end of a decade-long run in America's greatest family resort.
IT'SUGAR opened in Ocean City in May 2016, carving out a niche on a boardwalk already crowded with traditional candy shops like Steel's, Shriver's, and Fralinger's, which sell saltwater taffy, fudge, macaroons, and other sweet shore staples.
The chain, founded in 2006 by candy industry veteran Jeff Rubin, built its brand around what it called "absurd sugar innovations" and a lighthearted, anything-goes attitude that set it apart from its neighbors.
We reached out to IT'SUGAR for an official comment, but we had not received a response as of the time of this writing. We will update this story should they offer more information or a clarification.
IT'SUGAR's other stores in New Jersey, including those in Atlantic City, Wildwood, Tinton Falls, and at American Dream in East Rutherford, remain open.
Exactly How Many Pizza Places are on the Ocean City Boardwalk?
Gallery Credit: Chris Coleman
Fill in the blank: "You know you're from South Jersey when _________."
Gallery Credit: Chris Coleman
Chris Coleman is a South Jersey native and has been a cornerstone of the Atlantic City radio market since 1998. He serves as Brand Manager for WPG Talk Radio 95.5 and afternoon on-air personality for Cat Country 107.3. A five-time President's Circle award winner and Townsquare Media's 2024 Content Creator of the Year, Chris covers news, events, and stories of interest across Southern New Jersey. Story tips: chris.coleman@townsquaremedia.com
