Coming to Coney: Candy and Gift Retailer It’Sugar. This store is on Manhattan’s Upper West Side. Photo © Tricia Vita/me-myself-i via flickr
In 2011, Thor Equities put up new signage atop the blue construction fence at the corner of Surf and Stillwell Avenues, the gateway to Coney’s beach and Boardwalk amusement parks: “CONEY ISLAND – The RETAIL RIDE of a LIFETIME.” After eight years of real estate speculation and the rezoning of Coney, Thor CEO Joe Sitt’s retail ride finally begins this season. ATZ has learned exclusively from sources that candy retailer It’Sugar will be the first tenant at Thor’s new building at Surf and Stillwell. The plywood has come down from the boarded-up new building, which was completed last January, and interior construction of the corner store is underway for a May 3rd opening of It’Sugar Coney Island.
Exiting Stillwell Terminal in the new Coney Island, the first sight one sees is Thor Equities generic looking new building. January 29, 2012. Photo © Tricia Vita/me-myself-i via flickr
The Florida-based company was founded in 2006 and is “one of the largest and fastest growing specialty candy and gift retailers in the world with over 70 retail locations,” according to one of their press releases. ATZ went to the It’Sugar store on Manhattan’s Upper West Side to check it out.
The place is pink ‘n’ yellow with a sparkly garnet floor and the music is blaring. It’s impossible not to smile at the sight of a supersized, one pound pack of Reese’s peanut butter cups and a one pound Hershey’s chocolate bar paired for Valentine’s Day until you look at the price tag — $40. There’s also a kiosk of old school candy like Necco Wafers and Goo Goo Clusters, jewelry that looks like sweets, T-shirts and novelty items.
Among the candy retailer’s other locations are the Atlantic City Boardwalk, San Francisco’s Fisherman’s Wharf, the Grand Canal Shoppes at the Venetian in Las Vegas, Universal Citywalk in California and malls from Alabama to the United Arab Emirates. There are also 22 “shops in shops” in Macy’s including Herald Square and such New York City tourist destinations as Madame Tussaud’s and Radio City Music Hall.
Candy-inspired jewelry display at It’Sugar. Photo © Tricia Vita/me-myself-i via flickr
The upscale candy store will be the first sight visitors see when they exit Stillwell Terminal and will open in a Coney Island that is rapidly changing. Three national franchises– Applebee’s, Johnny Rockets and Red Mango–have signed leases for the north side of Surf Avenue, on property not owned by Thor. If you’re a regular reader of ATZ, you’ll know we’re not a fan of the plan to “revitalize” Coney Island by bringing in formula businesses and franchises. As we’ve written previously: Coney Island, the birthplace of the hot dog, the roller coaster, and the enclosed amusement park is famous for its quirky authenticity, but it’s about to look and taste more like Anyplace USA.
Related posts on ATZ…
June 10, 2013: Photo of the Day: Candy Treats at Coney Island Mom & Pop
December 24, 2012: In Thor’s Coney Island, Discount on Retail Ride of a Lifetime
December 19, 2012: Will Coney Island’s Surf Ave Become a Mecca for Franchises?
March 12, 2010: Photo of the Day: Williams Candy in Coney Island
Amusing the Zillion 
It’Sugar may be the first thing to greet you on Surf, but It’ll never take the place of the Philip’s Candy at the entrance/exit of the Stillwell Ave train station….
Hmmmm, I wonder if they will have Giant Lollys…
Probably. They have giant everything!
it’s ironic that Philip’s Candy est 1930 was one of the first old-time Coney Island businesses to lose their space way back in 2000 when Stillwell Terminal was rebuilt. Now they’re in Staten Island and also have a Facebook group:
The best way to fight the attempted homogenization of Coney Island is to shun the chains and patronize family owned businesses such as Ruby’s, Paul’s Daughter, Grimaldi’s, Totonno’s, William’s Candy, Lola Star and Tom’s.
I agree…they are working mighty hard to turn CI into the Hamptons,,,I’d so rather support the small local businesses that have been there than these over prices franchises
If a penny of my purchase goes into Sitt’s pockets, that is a purchase that will never happen. Even if that product costs 10 times elsewhere. That includes BJ’s. The great modern destroyer of Coney Island deserves no less. Just remember who ever leases a store from Sitt, just gets a break in rent the first year. They will get padlocked the second year when they can’t afford the new rent in the second year.
With every new store announcement a bit of Coney Island dies. Soon it will be the Coney Island Mall. I hope people are smart enough to go a half block down the street to Williams Candy.
lets build Coney and some of our wishes of original and old time mom and pop places have had to change after Sandy. Dont ever forget the 70’s and the early 80’s when our beloved Coney sunk so low it was on no ones bucket list.