IT'SUGAR comes to Mall of the Emirates
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Majid Al Futtaim Fashion, the apparel retailing arm of Majid Al Futtaim Ventures, has partnered with legendary ‘Candyman’ Jeff Rubin for the first overseas launch of IT’SUGAR.
Opening in Mall of the Emirates last week, IT’Sugar’s first global outpost is a pioneering boutique concept store inviting shoppers to experience “what fun tastes like!”, in the form of accessories, apparel, gifting items and of course sweets!
“Majid Al Futtaim Fashion has collaborated with Jeff and the IT’Sugar team to create a unique retail environment that draws from our fashion credentials as well as the sweet and sour, edgy side of IT’Sugar, resulting in the opening of an exciting new lifestyle brand for the Middle East."
"There will be a number of additional locations across the region following this flagship launch in the UAE – IT’Sugar’s first stand-alone store outside the United States,” said Asil Attar, CEO of Majid Al Futtaim Fashion."
With further expansion planned for IT’Sugar, the partnership with Majid Al Futtaim Fashion significantly widens the brand’s regional potential.
Drawing on the expertise developed by managing various fashion brands across the GCC and Levant markets, Majid Al Futtaim Fashion has demonstrated a broad knowledge of the region’s changing retail landscape and how to market to the Middle East’s young-at-heart consumers.
“While candy-specific retail offerings are emerging across the region, IT’Sugar is markedly different – it’s a fashion and lifestyle brand with a sweet tooth."
"IT’Sugar has an extremely unique and irresistible flavor to its look and feel, and therefore the customer experience will be something that the region has never seen before” concluded Attar.
A twenty-year veteran of the sweets industry, ‘Candyman’ Jeff Rubin was formerly a co-founder of Dylan’s Candy Bar in New York before launching IT’SUGAR in 2006.
With its doors opening in Mall of the Emirates this week in time for Halloween and the winter holiday shopping season, Majid Al Futtaim Fashion will closely monitor IT’Sugar’s reception in the UAE as part of the lifestyle brand’s expansion strategy for the wider region.
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