MINNEAPOLIS, April 20 (UPI) -- Every so often, Target spoils customers by collaborating with higher-end brands to create a similar collection at a fraction of the price.
The latest partnership between the retailer and vibrant resort-wear brand Lilly Pulitzer made its debut early Sunday morning, causing the website to crash and leaving store shelves empty.
Elle first shared the news about the collaboration in March, releasing the very first looks of the fashion line. From beach bags to rompers to wedges, all priced between $2 to $150, the Palm Beach inspired brand had fashionistas in a frenzy for it's April 19 arrival.
Shoppers woke up early Sunday morning to get their hands on a coveted item from the collection, but most were unsuccessful in their hunt. To their dismay, the site was experiencing problems due to high volume and store shelves became bare instantly.
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Target commented about its website issues at 3:50 a.m., tweeting, "Due to the overwhelming excitement for the #LillyforTarget collection we are making adjustments to our website. Stay tuned for updates."
Due to the overwhelming excitement for the #LillyforTarget collection we are making adjustments to our website. Stay tuned for updates.
Advertisement— Target (@Target) April 19, 2015The company continued updating consumers and tweeted at 5:29 a.m., "For those still waiting for #LillyforTarget, we are continuing to work through our website experience. We will share updates as they come."
For those still waiting for #LillyforTarget, we are continuing to work through our website experience. We will share updates as they come.
— Target (@Target) April 19, 2015Finally by 6:52 a.m. the kinks were worked out and Target finally revealed that the collection was available online.
We know you're frustrated & we're sorry. We appreciate your patience. You can now shop the #LillyforTarget collection http://t.co/7CxiiJQj9P
— Target (@Target) April 19, 2015USA Today reported that by noon everything sold out online.
The limited-edition collection will not be restocked. USA Today reported over 9,400 items were listed on eBay, with many asking prices exceeding their retail value. Target spokesman, Joshua Thomas, said "That's really disappointing to us," stating that the company is "not the first retailer that's experienced its products being sold."
The only items to make it back on the rack are returned or exchanged items.
