Sugarfina

Candy made for grown-ups

Sugarfina

Candy made for grown-ups

El Segundo, CA
Food & Beverage
Sugarfina is a luxury candy brand that has redefined the confectionary market. With a comprehensive line of luxury sweets, Sugarfina has something for everyone.

$165,645

raised
151
Investors
$125M
Valuation
$10.00
Price per Share
$500.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$25M
Offering Max
Reg A+
Offering

$165,645

raised
151
Investors
$125M
Valuation
$10.00
Price per Share
$500.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$25M
Offering Max
Reg A+
Offering

Rewards

Get rewarded for investing more into Sugarfina:

$1,000+
Investment
The Sweet Life
Invest $1,000+ and receive access to our owner’s only candy club and a $100 candy credit for every $1k invested (up to $5k). Get first access to limited candy releases and promotions. Plus early invites to tastings and events.
$10,000+
Investment
Ten for Ten
Invest $10,000+ and receive 10% bonus shares with your investment plus all the perks of The Sweet Life.

Offering Circular | Selected Risks Related to this Offering Sugarfina Corporation's SEC Edgar Page


For more information on Sugarfina Corporation download and review the Offering Circular. The Offering Circular should be reviewed before making an investment decision.

Reasons to Invest

💸 $18 million in revenue since acquisition in November 2019


🍬 Extensive intellectual property portfolio


🍭 Iconic brand with 470,000+ e-commerce customers



💗 Loyal customers and an amazing product



Life should be sweet

At Sugarfina, we make everyday moments a little sweeter. We've partnered with artisan candy makers around the world to bring sweets that inspire the eyes and excite the palate.



Our core values of luxury, playfulness, and innovation allow us to appeal to our coveted customer demographic of fashionable, influential women.


The Problem


The candy market is too focused on selling to children

Historically the market for candy and confections has been made up of brands like M&Ms and Sour Patch Kids, which focus on targeting children as end-users. However, sophisticated adults love candy too and few confections brands speak directly to them. 

The Solution


Sugarfina: Candy store for grown-ups

We offer artisan confections for the fashion-forward female.


Each of our price points delivers on our promise of Attainable Luxury, Playfulness, and Innovation.


Our products are not only a delicious treat, but a sight to behold, thanks to our in-house innovation and creative teams, partnerships with artisanal candy makers and brands from around the world, and commitment to the highest quality.


The Market


The global confectionery market is expected to hit $214B

According to MarketWatch, analysts predict that the global market for confections will reach $214B by 2026, up from $190B. 


Our target demographic of fashionable, influential women have been a major part of our brand’s rapid growth via social media. Over 75% of our shoppers are women.

Our Traction


$18 million in revenue since acquisition in November 2019

video

Since we acquired Sugarfina in November 2019, we have leveraged the long-term growth potential of the brand by expanding distribution across our four sales channels as well as launching three new innovation platforms.


We have implemented a go-to-market strategy that has dramatically optimized our inventory management, shipping, and supply chain processes while improving our gross margins and cash management.


We recently received the 2020 Wine Award from Cosmopolitan ® Magazine for Best Rose Candy and have been featured in Vogue ®, Martha Stewart Wedding ®, and LIVE with Kelly and Ryan.

What We Do


We sell luxury confections, with something for everyone

Our line of confections is a comprehensive blend of everything ranging from gummies to cordials, cocktail candies, and chocolate bars.

One of our signature offerings is the Candy Bento Box ®, which boasts a curated assortment of our Candy Cubes ®. This patented packaging system allows for total customization in-store and online thanks to the “Design Your Own Bento Box ®” feature.

We sell both directly to consumers and to wholesale retailers like specialty grocers, online gifting platforms, and specialty gift shops.


The Business Model


A diverse portfolio for a truly omnichannel positioning, approximately 50% of sales from DTC

We have diversified our business model to capture new distribution opportunities while broadening our reach. Our omnichannel approach takes in revenue from five main sources:


Retail boutiques make up approximately 18.3% of our sales coming from 21 retail locations in North America.


Ecommerce represents over 34.5% of our sales and is our highest growth channel.


Wholesale provides 36.3% of our sales through over 2000 prestige wholesalers including accounts like Nordstrom ®, Bloomingdales ®, Paper Source ®, and high-end specialty grocers around the US and Canada.


Custom Corporate Gifting sales make up 7.4%, through over 1300 corporate and event clients.


International sales make up the remaining 3.6%, with a presence in Hong Kong, Australia, and Mexico.


*Omnichannel %sales as of August 2020

How We Are Different


Broad intellectual property portfolio-making for a strong competitive advantage

We are a leader in the luxury candy and premium gummy space. 


Thanks to our IP portfolio, this position is largely defensible, and as we continue to build our brand through increased marketing and branding campaigns — including our iconic packaging — we believe our market share is likely to increase.


The Vision


Never stop innovating — both in product and in distribution

In addition to expanding our ever-growing list of products— we just launched collections inspired by Gelato, Cookie, and Tea— we are continuously expanding distribution.


Our plans include adding four new retail stores in Southern California, expanding onto Amazon ® USA and Rakuten ® Japan, growing our specialty grocery store locations, and relaunching our Loyalty Program to help bolster our customer loyalty and gain new clients. We are also exploring wholesale expansion into the UK, Europe, Southeast Asia, and the Middle East.


We are investing in digital marketing as well, to continue scaling our higher margin and higher growth eCommerce business.

Our buzz-worthy co-branded collaborations continue to surprise and delight our customers with new ways to think about candy with exciting new partners coming in 2021.

OUR LEADERSHIP


Innovative & passionate about our product

We are a dedicated and forward-thinking team focused on building the future of the candy market.


After acquiring Sugarfina we have focused on placing experienced executives and leaders in charge of their given specialties and have empowered them to thrive in their roles, which has resulted in a unique culture of innovation and collaboration. The Sugarfina leadership team has a combined 100+ years of experience in consumer businesses and building aspirational consumer brands. 

Why Invest


Loyal customers and an amazing product

We have already proven through our efforts to appeal to our target audience of sophisticated, influential, and fashion-forward women, that we have an ideal product-market fit.


We believe our stellar reputation among these key audiences positions our brand to grow sustainably and rapidly in the next few years.

video

AN OFFERING STATEMENT REGARDING THIS OFFERING HAS BEEN FILED WITH THE SEC. THE SEC HAS QUALIFIED THAT OFFERING STATEMENT, WHICH ONLY MEANS THAT THE COMPANY MAY MAKE SALES OF THE SECURITIES DESCRIBED BY THE OFFERING STATEMENT. IT DOES NOT MEAN THAT THE SEC HAS APPROVED, PASSED UPON THE MERITS OR PASSED UPON THE ACCURACY OR COMPLETENESS OF THE INFORMATION IN THE OFFERING STATEMENT. THE OFFERING CIRCULAR THAT IS PART OF THAT OFFERING STATEMENT CAN BE FOUND HERE.


YOU SHOULD READ THE OFFERING CIRCULAR BEFORE MAKING ANY INVESTMENT.

                                               

THE OFFERING MATERIALS MAY CONTAIN FORWARD-LOOKING STATEMENTS AND INFORMATION RELATING TO, AMONG OTHER THINGS, THE COMPANY, ITS BUSINESS PLAN AND STRATEGY, AND ITS INDUSTRY. THESE FORWARD-LOOKING STATEMENTS ARE BASED ON THE BELIEFS OF, ASSUMPTIONS MADE BY, AND INFORMATION CURRENTLY AVAILABLE TO THE COMPANY’S MANAGEMENT. WHEN USED IN THE OFFERING MATERIALS, THE WORDS “ESTIMATE,” “PROJECT,” “BELIEVE,” “ANTICIPATE,” “INTEND,” “EXPECT” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY FORWARD-LOOKING STATEMENTS. THESE STATEMENTS REFLECT MANAGEMENT’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES THAT COULD CAUSE THE COMPANY’S ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE CONTAINED IN THE FORWARD-LOOKING STATEMENTS. INVESTORS ARE CAUTIONED NOT TO PLACE UNDUE RELIANCE ON THESE FORWARD- LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE ON WHICH THEY ARE MADE. THE COMPANY DOES NOT UNDERTAKE ANY OBLIGATION TO REVISE OR UPDATE THESE FORWARD-LOOKING STATEMENTS TO REFLECT EVENTS OR CIRCUMSTANCES AFTER SUCH DATE OR TO REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS.
                       

In the Press

PR Newswire

Sugarfina, a Luxury Candy Boutique Brand, purchased by Bristol Luxury Group

GlobeNewswire

The Inside Scoop: Sugarfina Transports Taste Buds With Gelato-Inspired Candy

GlobeNewswire

#TreatItForward: Sugarfina Treats Everyday Superheroes to NEW Candy Care Package

Cosmopolitan

We Drank 90 Bottles of Wine to Find the Best Wines of All the Wines and It Was So, So Hard

Vogue

These Are the 2020’s Most-Googled Summer Activities (Plus What to Pack for Each One)

Martha Stewart

39 Gifts Your Bridesmaids Will Love

Food Network

17 Edible Gifts You Can Order this Valentine’s Day

Elite Daily

10 Sentimental Gifts To Give Your Partner After You Get Engaged

Seventeen

41 Insanely Cute (And Cheap!) Secret Santa Gifts That Are Perfect for the Holidays

Delish

9 Places Giving Out Free (And Super Cheap!) Cookies For National Chocolate Chip Cookie Day

Sweety High

The New Tea by Sugarfina Collection Is JUST What You Need to Pamper Yourself

Updates

Holiday Collection Success

4 days ago

With our busiest season in full swing, I’m excited to share the success of two of our top-performing Holiday products, our fan-favorite 24 Tastes of Christmas Advent Calendar and 8 Nights of Light Hanukkah Tasting Box.

 

These items received tremendous buzz across social media, press outlets, and our core consumers, who await their return each year. Across the total company, we sold over 30,000 Advent Calendars and 7,000 8 Nights of Light – driven by our U.S. e-commerce site, contributing over $1 million from those two items alone.

 

We are delighted that consumers love these “holiday countdown” tasting collections and can’t wait to brainstorm how to bring the holiday joy even more next year!

 

Check out some of our biggest press hits for the 24 Tastes of Christmas Advent Calendar and 8 Nights of Light Hanukkah Tasting Box below!

 

Bustle

Food Network

Good Housekeeping

New York Magazine

PopSugar

Refinery29

Rolling Stone

Town & Country


This Reg A+ offering is made available through StartEngine Primary LLC, member FINRA/SIPC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.

NEW Lunar New Year Collection!

6 days ago

I’m excited to introduce our fan-favorite, limited-edition Lunar New Year Collection, perfect for ushering in this much-awaited Year of the Ox! Whether celebrating the return of our lychee-flavored Lotus Flowers or sending a gift to a friend, we hope these delectable treats bring you good luck and fortune. Shop now here!

This Reg A+ offering is made available through StartEngine Primary LLC, member FINRA/SIPC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.




Birth of Sugarfina 2.0

11 days ago

Dear Potential Investor,

 

Thank you for considering investing in Sugarfina. I would like to share with you a little about the unique journey of the Sugarfina brand. 

 

My partners and I acquired the brand and assets of Sugarfina out of bankruptcy on October 31, 2019 at what we believe was a discount to the operating value in a properly led organization. The primary assets included the trademarks and design patents, accounts receivable, and inventory of the predecessor company. I believe our investment price reflected the standalone value of these individual assets in a public auction and not that of a vibrant operating company. We quickly began re-building the operations in the first few months while filling as many orders as possible with the limited product inventory we acquired. Then, the COVID-19 pandemic struck. During this period of time I designed, built, and implemented a new operating model training our team on new ways of working and decision-making that accelerated performance. Over the summer months we put the brand in position for a highly successful fall-holiday season with strong in-stock levels, new product innovation, new points of distribution, and captivating new Halloween and Holiday offerings. We sold over 30,000 Advent Calendars this year at an average retail price of $45!

 

We are truly optimistic as we move into 2021. Some of our 2021 initiatives include:

 

  1. Launching newly designed Lunar New Year, Valentine’s Day, and Easter collections

  2. Bringing to market a vegan Tropical fruit-inspired collection and a separate vegan gummy and chocolate bar collection 

  3. Ramping up our new online stores on Amazon and Rakuten

  4. Launching four new exciting brand collaborations

  5. Building a new centralized distribution center in Las Vegas dynamically expanding our capacity 

  6. Continue expanding our presence in premium grocers

  7. Expanding and accelerating our social media and public relations initiatives

 

I truly believe that the bankruptcy of Sugarfina’s predecessor handed my partners and I a great opportunity to take a fantastic brand with valuable assets and loyal fans, and to commercialize it as it deserved. We are thrilled to develop strategies and initiatives to pursue the many opportunities we see each week, and to bring luxury, indulgence, and sweetness to more consumers, whether at home, in our boutiques, in their favorite shops and grocery stores, or around the world. We invite you to become a part of the unique story of the Sugarfina brand by investing in our vision for the future. 


This Reg A+ offering is made available through StartEngine Primary LLC, member FINRA/SIPC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.

Introduction from CEO

18 days ago

I hope this note finds you safe and healthy during this holiday season! I’m pleased to introduce myself as the CEO and Co-Investor of Sugarfina. This brand fused a valuable synergy in my life, uniting a long passion for delighting consumers and my persisting sweet tooth. After an exciting first year, I’m honored to welcome you on this journey of dreaming and working together to bring more joy, to more people.

 

My three partners and I purchased Sugarfina on November 1, 2019. Our iconic brand partners with expert confectioners to develop a truly indulgent experience that makes folks of all ages smile with delight. We believe that we can profitably and dynamically expand distribution and provide more consumers a sweet, luxury experience with innovative treats from around the world.

 

Before leading Sugarfina, I developed and commercialized under-managed businesses into high-growth enterprises in the healthy snacking and beverage, hospitality, and apparel consumer segments. My strategic vehicles for success are innovation, distribution expansion, operations, and financial in nature; and my 25 years of C-level experience includes leadership positions with highly competitive, aspiration-driven consumer brands such as GT’s Kombucha, Bolthouse Farms, Levi Strauss, Caesar’s, Hilton, and Marriott.

 

Since acquiring Sugarfina, our team has been streamlining and commercializing operations while expanding and diversifying our customer base into new countries and onto more digital and online channels. Meanwhile, we brought to market innovative collections inspired by tea, gelato, and cookies while refreshing the brand’s distinctive, gift-ready packaging. Our business this Fall and Holiday season has been robust, and we are excited about 2021 and beyond!

 

I remain committed to you, our team, and our loyal customers as we navigate this unique time in history, with the goal of bringing the Sugarfina brand to more consumers across the globe and delivering them joyful treats. We are grateful to have you all join us on this journey and look forward to an exciting pursuit, hand in hand.



This Reg A+ offering is made available through StartEngine Primary LLC, member FINRA/SIPC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.

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