The Woodbury Common location, which debuted Friday, August 7, introduces the brand’s European retail concept to American consumers. The store features a signature Pick-and-Mix wall, allowing customers to curate custom candy blends alongside exclusive merchandise and seasonal treats. A second location is slated to open at Wrentham Village Premium Outlets in Massachusetts later this month.

Hughes, who previously served as Managing Director for Haribo U.K. & Ireland, steps into his new role with a mandate to modernize the century-old confectioner’s U.S. footprint. His leadership focuses on balancing the brand's long-standing heritage with aggressive investments in consumer engagement and physical retail experiences. The shift aims to move beyond traditional shelf space, creating immersive destinations that emphasize the company’s playful, identity-driven approach to the candy category.