Because it's the first time shoppers will be able to buy many of the products, including limited edition Hershey's Kisses, outside of New York and Las Vegas.
Birmingham's reputation for producing some of the world's most famous chocolate persuaded the man behind It'Sugar to choose the city.
Jeff Rubin, known as The Candy Man in the US, flew in especially for the launch.
The entrepreneur, who began selling sweets aged eight from a stall at the end of his driveway, told the Mail: "I think Birmingham's absolutely great and it has such a rich chocolate history thanks to Cadbury that it made perfect sense to bring It'Sugar here.
"Hopefully there will be more scope to develop links with Cadbury in future."
Already on sale at It'Sugar is a limited edition Cadbury chocolate bar whose box is styled on the famous silver discs which cover the Selfridges building.
It'Sugar itself is a pick 'n' mix paradise. Among the first to sample it was Maddison Parker, five, from Harborne.
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