Target's Lilly Pulitzer collection sells out, crashes website

Lilly Pulitzer's exclusive spring collection, which went on sale at Target (NYSE:TGT) first thing on Sunday morning, sold out online and in stores within hours.

The resortwear, known for its bright, bold patterns, includes everything from beach coverups to home decor. Target's discounted offerings of the popular brand lured customers out in droves, resulting in long lines in the early morning at Target locations around the country. The frenzy even caused several disruptions on Target's website, reported CNN.

Shoppers reported visiting Target.com Sunday morning to find that the site was having difficulties with outages and checkout functions. Others said they were unable to add items to carts and that by the time they got to checkout, the items were no longer available.

Target began responding to customers via Twitter on Sunday when shoppers began complaining about the website outages and difficulties placing orders. Target.com sold out of most items by Sunday afternoon, forcing the retailer to notify disappointed shoppers via Twitter that no more inventory would be restocked.

"Our apologies. We are learning from these experiences and sharing with our online and store teams," Target said in a tweet to an unhappy customer. 

In honor of the collection's launch, Target opened a Lilly Pulitzer pop-up shop last week in New York's Bryant Park. A busy start to 2015, the retailer has been rapidly releasing new collections and renewed designer partnerships in the past few months.

For more:
-See this CNN article
-See this Target Twitter page

Related stories:
Target opens Lilly Pulitzer pop-up in Bryant Park
Target releases fresh merchandise in rapid-fire 2015 overhaul
Target nears settlement with MasterCard over data breach
Target raises minimum wage
Target expands TargetExpress

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