What BonBon does

BonBon - A Swedish Candy Co is a New York-based specialty candy retailer founded in 2017 by three Swedish friends (Selim Adira, Robert Persson, and Leonard Schaltz) to bring authentic Scandinavian confectionery to the US market. The company operates six physical retail locations across Manhattan (Lower East Side, Upper East Side, West Village), Brooklyn (Williamsburg, Red Hook), and Sag Harbor, NY, complemented by a Shopify-powered e-commerce storefront (bonbonnyc.com) that ships nationwide from its Brooklyn warehouse, and a wholesale distribution network reaching 3,000+ US retail partners through the Faire marketplace. The core product portfolio spans pick-and-mix bulk candy, proprietary BonBon Originals (a five-flavor vegan/gluten-free fish candy line, salty licorice twists, chocolate wafer bars), imported Swedish Classics, pre-packaged gift boxes, and lifestyle merchandise, supported by Maison-level offerings including custom-branded corporate gifting, event carts with "candy sommeliers," and premium experiences such as the $1,500 Valentine's Chambre Séparée private buyout. BonBon is a privately held LLC (BonBonNYC LLC) with no disclosed institutional funding, founder-owned, and was mega-viral on TikTok in 2024 with #BonBon surpassing 3.1 billion hashtag searches.

The underlying technology stack is conventional e-commerce infrastructure: Shopify for storefront and payments, Klaviyo for email and SMS marketing automation, Google Analytics for behavioral analytics, Faire for B2B wholesale transactions, and DoorDash for same-day local delivery. No proprietary AI/ML, custom platform, or differentiated technical IP is in evidence; competitive advantages are derived from brand, curation, and experiential retail rather than technology. The business model is a multi-channel consumer goods revenue engine combining one-time retail and e-commerce purchases, transaction-fee-aligned delivery, B2B wholesale unit sales, quote-based corporate gifting/event services, prepaid gift cards, and lifestyle merchandise — with pricing ranging from $4.95 pick-and-mix items to $1,500 private event buyouts. Customer segments include individual candy enthusiasts (primary), corporate and event clients, and wholesale retail resellers, with a hybrid B2C/B2B segmentation approach.

Name

BonBon

Legal name

BonBonNYC LLC

Website

https://bonbonnyc.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

BonBon is a NYC-based specialty candy retailer founded in 2017 that imports and sells authentic Swedish confectionery through six owned retail locations in NYC/Brooklyn/Sag Harbor, a nationwide e-commerce store, and 3,000+ wholesale retail partners, serving candy enthusiasts, corporate gifting clients, and reseller retailers.

Ownership category

akta.pro rank

Product category

Specialty Candy Retail

NAICS

Confectionery Merchant Wholesalers (42445)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)

Keywords

• Swedish candy retail
• Specialty confectionery
• Pick-and-mix candy
• Candy wholesale distribution
• Corporate gifting services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Candy Sales: In-store candy sales across six NYC/Brooklyn locations featuring pick-and-mix bulk candy walls, pre-packaged BonBon Originals, Swedish Classics, and lifestyle merchandise. Walk-in customers purchase by weight or unit at variable price points ($4.95+ per item).
2. E-commerce / Direct-to-Consumer Online Sales: Nationwide shipping of candy, gift boxes, merchandise, and e-gift cards via bonbonnyc.com. Orders ship Monday-Friday from Brooklyn warehouse within 5 business days. Free US shipping on orders $75+. Revenue generated per transaction with no subscription required.
3. Local Delivery (DoorDash): Same-day delivery via DoorDash for NYC-area customers ordering from the Brooklyn location, enabling rapid fulfillment for nearby consumers with delivery fees handled by DoorDash platform.
4. Wholesale / B2B Distribution: BonBon Originals (fish candy, salty licorice twists) sold wholesale to 3,000+ retail partners across the US through the Faire marketplace and direct wholesale inquiries. Wholesale pricing offered to retailers with first-order incentives and favorable payment terms.
5. Corporate Gifting & Events: Custom gift boxes, branded candy bags, branded candy carts, guided candy tastings, and Lenny's Hot Dog catering services sold to corporate clients for events, client gifts, and staff appreciation. Pricing is quote-based and varies by customization level and headcount.
6. Gift Cards (Physical and E-Gift): BonBon offers physical gift cards and e-gift cards in denominations of $10, $25, $50, and $100. E-gift cards are redeemable online only. Gift cards drive prepaid revenue and encourage repeat purchases.
7. Custom Branded Packaging: Custom box designs, custom stickers, and bespoke packaging for corporate clients and events. Lead time 2-3 weeks for fully custom boxes, 1-2 weeks for custom gift bags. Revenue per unit varies from $6-55 depending on size and customization level.
8. Collaborative Product Sales: Limited-edition collaboration products such as Midsummer in a Box (with Wölffer Estate Vineyard) and Wes Anderson collectible gift boxes are sold at premium price points ($135 for Midsummer Box, $24-$94 for Wes Anderson boxes), driving urgency and brand crossover audiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

BonBon retails authentic Swedish and Scandinavian candy through six owned stores across NYC, Brooklyn, and Sag Harbor, plus a nationwide Shopify e-commerce site and a wholesale program via the Faire marketplace. The company sells its proprietary BonBon Originals line (vegan, gluten-free fish candy, salty licorice twists, chocolate wafer bars) alongside imported Swedish Classics (Malaco, Marabou) and a curated lifestyle merchandise range. Corporate gifting, custom-branded packaging, private event candy carts, and guided candy sommelier tastings round out a diversified offering serving both consumers and business clients.

Product overview

BonBon is a Swedish candy company founded in 2017 with six retail locations in New York City and Brooklyn, operating a unified offering that combines imported Swedish confections with proprietary BonBon Originals. The core product portfolio centers on pick-and-mix bulk candy selections (Top Mixes and Mix Your Own), curated gift boxes in three sizes, and the signature Fish Candy Collection in five flavors—all available through physical stores, e-commerce, and wholesale distribution. Supporting this are premium services including Custom Gift Boxes for corporate and personal gifting, BonBon Event Carts for event experiences, and a Lifestyle line of branded apparel and accessories. The company also offers licensed collections (Moomin, Pippi Longstocking, Wes Anderson) and Swedish Classics from Nordic manufacturers. All products are available via the Shopify-powered online store with DoorDash local delivery integration.

Differentiator

Problem solved

Functional benefit

Brands

• Lenny's Hot Dogs: A weekly hot dog stand serving Swedish-style hot dogs with condiments, operating every Sunday at the Red Hook location
• BonBon Originals
• BonBon Wholesale

Products and services

• Pick and Mix / Top Mixes Curated and customizable candy mixes allowing shoppers to select from bulk bins, featuring flavor profiles including sweet, sour, and gluten-free options; available in-store and via e-commerce.
• BonBon Originals - Fish Candy Collection House-brand gummy fish candies in five signature flavors (Sour Blackberry, Sour Peach, Sour Elderflower, Sour Wild Strawberry, Sweet Wild Strawberry); made in Sweden, vegan, gluten-free, and naturally colored; sold via retail, e-commerce, and wholesale.
• Swedish Classics Imported Scandinavian and Nordic candy, chocolate, and snacks including Malaco cola bottles, Marabou chocolate, and other traditional Swedish treats.
• Gift Boxes Pre-packaged pink gift boxes in small (1/2 lb, $18), medium (1 lb, $28), and large (2 lb, $43) sizes with various candy mix options including sweet, sour, sweet & sour, and gluten-free; shipped nationwide.
• Mix Your Own Build-your-own candy selection service for online shoppers allowing custom mixes with options for gluten-free, gelatin-free, and vegan candies.
• Custom Gift Boxes Fully customizable gift boxes with custom branding, stickers, and packaging for personal or corporate gifting; small ($20-30), medium ($30-40), large ($45-55), and gift bags from $6-25 per unit depending on size and customization.
• Corporate Gifting and Events Service Corporate gifting, candy catering, and event service including branded candy carts, guided candy sommelier tastings, custom gift boxes, and Lenny's Hot Dog stand for events; quote-based pricing; serves NYC and travels nationally with a travel fee.
• BonBon Event Carts Mobile candy cart and hot dog cart rental service for corporate and private events with branded awnings, custom candy bag stickers, and guided tasting experiences; available in NYC and nationally with travel fee.
• E-Gift Cards Digital gift cards redeemable on bonbonnyc.com in fixed denominations of $10, $25, $50, and $100.
• BonBon's Chocolate Wafer Bar House-brand chocolate crispy wafer bar with layered wafers coated in milk chocolate, inspired by Swedish snack culture.
• BonBon's Salty Licorice Twists Premium vegan salty licorice twists in the traditional Swedish licorice style, made in Sweden.
• Moomin Candy Clouds Licensed Moomin-themed soft, foamy candy pillows coated in sour sugar with strawberry and blueberry flavors.
• Moomin Sour Candy Gummies Licensed Moomin-themed sour gummy candies featuring Moomin valley characters.
• BonBon Lifestyle Apparel and Accessories Branded lifestyle merchandise including bucket hats, dad hats, corduroy hats, mesh totes, beach towels, aprons, t-shirts, hoodies, magnets, stickers, and dog toys.
• BonBon Candy-Stripe Soccer Jerseys Branded candy-striped soccer jerseys in colors such as Pink and Ultra Violet featuring BonBon's signature patterns, including limited-edition Metro FC collaborations.
• BonBon Candy Fleur Candle Collaboration candle with Apotheke featuring a BonBon-inspired scent blend of bergamot, rose, pine, elderflower, and vanilla.
• Wes Anderson Box Collection Collectible gift boxes featuring BonBon candies in film-inspired packaging designed to evoke Wes Anderson's iconic aesthetic.
• Pippi Longstocking Collection Merchandise line inspired by the Pippi Longstocking character including Gold Coins candy, wigs, tote bundles, and books.
• Wholesale Program B2B wholesale distribution program for BonBon Originals (fish candy and salty licorice twists) sold to US retailers primarily via the Faire marketplace, with 50% off first order, one year of free shipping, and 60-day payment terms; direct wholesale inquiries also accepted.
• Party Packs and Gifts Bulk party favor packages in boxes (minimum 25 units) and bags (minimum 15 units) with Sweet & Sour, Sour, Sweet, and Gluten-Free candy mix options; starting at $5.25 per unit; ships to contiguous US.
• Valentine's Chambre Séparée Private Buyout One-hour private buyout of a BonBon retail location for two guests featuring unlimited champagne pours, a guided candy tasting through the store, and gift boxes packaged at the end of the experience; priced at $1,500 per booking.

Quantifiable outcome

• 3.1 billion+ TikTok hashtag searches in 2024, establishing BonBon as the leading Swedish candy brand in US cultural consciousness
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Wölffer Estate VineyardminorStrategic or Co-development PartnerBonBon collaborated with Wölffer Estate Vineyard on 'Midsummer in a Box,' a limited-edition product featuring an exclusive 1 lb Midsummer Mix of premium Swedish candy, a 4-pack of Wölffer's sparkling non-alcoholic Petite Rosé, and a custom deck of cards. The collaboration celebrates the Swedish tradition of Midsommar gathering.
• Metro FCminorGTM or Marketing PartnerBonBon partnered with Metro FC (a soccer club) on a limited-edition co-branded soccer jersey. The BonBon x Metro FC Soccer Jersey was sold as a limited-edition collaborative product.
• ApothekeminorStrategic or Co-development PartnerBonBon collaborated with Apotheke (a candle brand) to create the BonBon Candy Fleur Candle, made in collaboration with Apotheke. The candle features a blend of crisp bergamot, rose, and pine with elderflower and creamy vanilla — inspired by BonBon's signature Swedish candy stores. Returned by popular demand.
• FairecoreChannel Partner/ Reseller/ DistributorBonBon distributes its wholesale product line through the Faire B2B marketplace, which provides discovery, ordering, payment processing, and shipping logistics for wholesale retailers. BonBon promotes Faire as the primary channel for new wholesale partners, offering 50% off first orders, 1 year free shipping, and 60-day payment terms through the platform.
• ShopifycoreTechnology or IntegrationBonBon's e-commerce storefront is powered by Shopify, which handles the online store infrastructure, payment processing, order management, and customer data. Shopify's Privacy Policy governs data collected through the BonBon online store.
• KlaviyocoreTechnology or IntegrationBonBon uses Klaviyo as its email marketing automation platform. Klaviyo is used to manage email campaigns, promotional offers (10% first-order discount), SMS marketing opt-ins, and customer communication flows.
• Google AnalyticscoreTechnology or IntegrationBonBon uses Google Analytics to analyze customer behavior, traffic patterns, and website performance. Google Analytics data is used to understand how customers use the BonBon website.
• DoorDashminorChannel Partner/ Reseller/ DistributorBonBon offers same-day delivery via DoorDash from its Brooklyn location, enabling NYC-area customers to receive candy orders quickly. The partnership extends BonBon's reach to customers who prefer delivery over in-store or standard shipping.

Scale indicators6 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• IT'SUGAR: Largest US specialty candy retail chain with mall-based stores, branded candy, and licensed IP collaborations; broader and more mass-market than BonBon but the dominant incumbent in candy specialty retail.
• See's Candies: Established US-wide confectionery retailer (owned by Berkshire Hathaway) with deep gifting heritage and broad product assortment; broader incumbent against whom BonBon's premium-positioned gifting competes.

Direct peers

• Sugarfina: Premium candy retailer with a near-identical DTC + physical-retail + corporate-gifting model, positioning upscale confections as gifting experiences; directly comparable to BonBon's pick-and-mix, gifting, and lifestyle-merchandise strategy.
• Compartés: LA-based premium chocolate brand combining DTC e-commerce, branded retail, and celebrity/designer collaborations; mirrors BonBon's premium-positioned chocolate and lifestyle gifting strategy.
• Dylan's Candy Bar: Iconic NYC candy retailer with experiential pick-and-mix format, celebrity-collaboration heritage, and DTC shipping — BonBon's most direct NYC experiential-candy-store analog.
• Vosges Haut-Chocolat: Premium experiential chocolate brand with DTC, retail, and storytelling-driven gifting — comparable to BonBon's candy-sommelier and curated-tasting approach.
• Baked by Melissa: NYC-founded bite-size treat brand with multiple Manhattan retail locations, viral social media positioning, gift boxes, and nationwide shipping — directly comparable experiential NYC-based DTC + retail confection.
• Lolli & Pops: Premium candy boutique chain with in-store pick-and-mix walls, gift packaging, and DTC e-commerce — closely overlaps BonBon's experiential retail and gifting model.

Others

• Cloetta: Swedish/Nordic confectionery manufacturer whose brands (Läkerol, Malaco, Ahlgrens bilar) BonBon imports and sells under 'Swedish Classics'; relevant as a supplier and as the category-defining Swedish candy company whose products BonBon curates and re-sells.

Emerging players

• Candy Club: Candy subscription and DTC retailer focused on bulk candy gifting — comparable to BonBon's gift boxes, lifestyle merchandise, and nationwide e-commerce shipping model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BonBon.Candy.NYC
• Instagraminstagram.com/bonbonnyc
• TikToktiktok.com/@bonbonnyc
• Xx.com/bonbonnyc_
• LinkedInlinkedin.com/company/bonbon-a-swedish-candy-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BonBon