IT'SUGAR Secures $8 Million Credit Line for Retail Expansion

Founded in 2006, the retailer has built its brand on an entertainment-first approach to confectionery, combining a vast product assortment with immersive store environments. Beyond its brick-and-mortar footprint and e-commerce platform, the company is currently scaling a wholesale division to distribute its branded merchandise more broadly.

CEO Ryan Nelson noted that the partnership with Second Avenue Capital Partners was driven by the lender’s specific understanding of retail merchandising and strategic execution. Andrew Prunier, a founding member of SACP, cited the brand's ability to capitalize on consumer trends as a primary reason for the investment. The new credit line provides the necessary liquidity to manage inventory and pursue further expansion as the company navigates an evolving consumer market.