Shopping Centers Today International

DEC 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 37 of 143

with the candy experiences I would have here in the U.S.," said O'Neill. "It just didn't feel special." The goal at Sugarfina is to offer customers a selection of sweets from around the world and then package them attractively, she says. Sugarfina typi- cally introduces about 20 new candies each year while eliminating the less popu- lar sellers. Typically, the selection num- bers about 150 types at any given time. Gift sales make up about two-thirds of the business, and these include themed boxes for birthdays and holidays, Bento tasting boxes and sterling silver martini shakers filled with chocolate almonds decorated to look like martini olives. "I think they are one of the more in- novative retailers that are out there to- day, and it has been a great addition for us," said Jeff Kreshek, vice president of West Coast leasing at Rockville, Md.– based Federal Realty Investment Trust. Sugarfina opened an 800-square-foot store at Federal Realty's Santana Row, in San Jose, Calif., in September, and one at The Point, in El Segundo, Calif., in November. "They really bring some- thing new to the table," Kreshek said. Resnick was a video game developer, while O'Neill was once director of mar- keting at Mattel and worked in prod- uct development for the Barbie brand. "That really taught me the inside-out of product development — taking some- thing from an idea to getting it to mar- ket," said O'Neill, "and I put that to use every day at Sugarfina." The Sugarfina store footprint is flex- ible depending on location: The Beverly Hills store measures about 1,000 square feet, whereas the one scheduled at press time to open at Time Warner Center is a mere 250 square feet. Target locations are high-end shopping destinations such as Lenox Square, in Atlanta, and the Shops at Prudential Center, in Boston. The company also was set at press time to open a pop-up shop at Brookfield Place, in New York City. Sugarfina wants to take a measured approach to expan- sion, perhaps four or five stores per year over the near term, O'Neill says. "We're not on a mission to open hundreds of stores," she said. "We are very selective." Outside the U.S., Sugarfina has a store-within-a-store at Nordstrom in Vancouver, British Columbia, and plans to open in Nordstrom stores in Ottawa and Calgary. "Sugarfina is a great fit for any market that has a strong gifting cul- ture and a strong sweets culture," said O'Neill. "So markets in the Middle East and Asia are a natural fit for us." S C T Leasing inquiries may be directed to r e T a i l i n g T o d a y 38 S C T / D e c e m b e r 2 0 1 5

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