June 17, 2009, New York, NY – LittleMissMatched, the ground-breaking company that began with the idea of selling socks in odd numbers that don’t match, is excited to announce the opening of its first store in Myrtle Beach, South Carolina.

The innovative company partnered with IT'SUGAR, an imaginative candy megastore, to create a one-of-a-kind shopping destination where fashion fuses with fun.

"We have always seen a synergy between LittleMissMatched and candy as our colors and patterns are responsive to the sweet treat. Both LittleMissMatched and IT'SUGAR revolve around fun and through this unique partnership, we will create a mouthwatering experience," says Jonah Staw, Co-Founder and CEO of LIttleMissMatched.

The 500 square foot shop marks yet another expansion for LittleMissMatched following store openings in both New York City and Downtown Disneyland earlier this summer. The LittleMissMatched Myrtle Beach location will have its own storefront but will connect inside to the sweet tooth superstore of IT'SUGAR. Once customers enter, they will find a playground of vivid colors, flavors and fashion mixing together.

"IT'SUGAR is much more than the typical candy store, just as LittleMissMatched is more than simply a fashion line. The cheeky and optimistic energy that bursts from each brand melt together in this unique store and give customers the opportunity to break the rules and indulge themselves," says Jeff Rubin, Founder of IT'SUGAR.

Beach goers will be poolside ready with items from LittleMissMatched’s spunky summer collection - from flip flops and tote bags to water bottles and baseball caps, LittleMissMatched keeps any girl’s fashion taste buds flying high. Boys and men will also find their share of the fun with flip flops and signature socks that are sure to spice up any golfer’s tee time.

The LittleMissMatched shop will open its doors on *** and is located on Broadway at the Beach at 1211 Celebrity Circle in Myrtle Beach. Online shoppers can also find LittleMissMatched online at www.LittleMissMatched.com.

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