The Hoboken Girl Team 
After weeks of hints on social media, lil sweet treat has officially announced that its next location will be opening in Hoboken. The global dessert brand had been teasing the public with a March Madness-style “finalist” showdown between Hoboken and San Francisco after weeks of voting. As of Friday April 3rd, the founders have announced that Hoboken is up next for a lil sweet treat location.
The Announcement
The news was confirmed via a video across the lil sweet treat’s social platforms. Within minutes of the drop, local residents began commenting about their excitement.
“YOU PICKED OUR NEW STORE 📣📣 Finally revealing the winner of our March Madness challenge, we gave the power to YOU guys to vote on one of our next locations and the results are in… 🤭#lilsweettreat #MarchMadness #newstore #newlocation#greenscreen”
View this post on Instagram
Leading up to the announcement, lil sweet treat had been running an interactive teaser campaign, dropping hints and encouraging followers to weigh in on where the brand should land next. Hoboken and San Francisco emerged as the final two contenders.
The Mile Square was announced as the next location as of the evening of Friday, April 3rd.
What is lil sweet treat?
For those unfamiliar, lil sweet treat is a dessert brand known for its highly aesthetic treats, strong social media presence, and loyal fanbase. With locations in major cities around the world, the brand has built a reputation for creating sweets that are as fun to look at as they are to eat.
According to its website, “lil sweet treat is the ultimate destination for candy connoisseurs who love to treat themselves to the very best,” curating a collection of sweets from around the world.
The brand’s founder, Elly, drew inspiration from her global travels, sourcing treats to share with friends and family, and it only grew from there.
Past openings (per social media) tend to draw lines and a steady stream of social content, making each new location feel like an event.
Why Hoboken?
While the brand has not yet shared specifics behind the decision or the location, it’s no surprise Hoboken was on its radar (though beating out San Francisco feels like a feat for a mile-square town). Recently, the Mile Square has seen a lot of corporate chains coming to the area, for better or for worse. Spots like Springbone Kitchen, Pura Vida, and Joe and the Juice have all announced putting down roots in Hoboken in 2026.
The Opening
Details around the exact location and opening timeline have not yet been confirmed. Based on the announcement vid, the launch is expected to happen soon, though an official date has not been shared.
As more information becomes available, including where exactly in Hoboken the shop will be located, we will continue to update this post.
