LOS ANGELES - Popular and innovative dessert and retail chain, SweetXO®, will open a new location at Plaza El Segundo. Scheduled to open in late October, SweetXO® will offer a colorful and fun atmosphere where guests can taste, shop and hang out. A modern interpretation of the five and dime candy and soda shops of years past, SweetXO® creatively combines a full frozen Xogurt® and ice cream bar, candy store, cupcake shop, bakeshop and lifestyle/gift boutique with modern ambiance.

“We are excited to announce SweetXO® as the newest addition to the Plaza El Segundo family-friendly retailers that offer unique memories for all its visitors,” said Jeff Kreshek, vice president of Federal Realty West Coast Leasing.

SweetXO® offers 12 flavors of Xogurt® and 24 hand-crafted ice creams that guests can customize with warm treats from the “A La Fond Hot Topping Bar” or candy from any of the stores 300+ bins. The shop also offers a selection of gluten free, vegan and low-cal frozen dessert options.

Candy doesn’t just serve as a topping at SweetXO®. Mix and match from the store’s amazing assortment of sweet, sour and chocolate candies. The bakery counter offers tasty mini cupcakes, gourmet brownies and delicious cookies. Harkening back to the days of old fashioned soda shops, the store’s Coke® Freestyle® fountain offers 120 different flavors to customize a soda or create an inspired float.

SweetXO’s fun gift and apparel selection is thanks in part to retail merchandiser Michelle Craig whose previous experience includes stints at Anthropologie and Fred Segal. Color is everywhere, from many hued bins of candy to brightly colored design accents. Unique gifts are mixed in with delicious confections for a seamlessly sweet shopping experience. Shoppers can pick up Jonathan Adler stationary or Trina Turk pillows while satisfying their sweet tooth. A plush purple and white lounge area outfitted with couches elevates the experience from shopping to socializing.

Plaza El Segundo is located on Sepulveda Boulevard, North of Rosecrans in El Segundo, CA. For details, visit www.plazaelsegundo.com or www.sweetxo.com.

About Plaza El Segundo
Located in the sophisticated, yet relaxed atmosphere that is distinctively Southern California casual, this open-air coastal shopping destination offers upscale retail that caters to the thriving and affluent South Bay beach communities. Conveniently clustered in three districts and inclusive of large-scale sculptures, water features and foliage, the project is comprised of three distinct sections incorporating different architectural themes and retail types--in all totaling just under 400,000 square feet of building space. Since opening in late 2006, Plaza El Segundo has become one of the South Bay’s primary retail destinations. Plaza El Segundo is a property of Federal Realty Investment Trust www.federalrealty.com (NYSE:FRT), headquartered in Rockville, Maryland. For more information go to: www.plazaelsegundo.com.

About SweetXO®
SweetXO® is an independent social, lifestyle and shopping chain featuring a Xogurt®, ice cream, bakery, tea, hot chocolate, soda, candy and a unique retail destination under one roof. With plans for aggressive National expansion, SweetXO® is a favorite neighborhood gathering spot. Please visit www.sweetxo.com for more information or follow on Facebook at www.facebook.com/SweetXOs.

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