Target stores, website swarmed on first day of Missoni launch

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Hordes of shoppers swarmed Target stores and heavy traffic temporarily crashed the company’s website Tuesday for the launch of its new Missoni line, the retailer’s largest limited-time designer collection ever.

The fashion line from the famed Italian luxury brand features more than 400 items in home, beauty, men’s, women’s, kids’ and baby. Prices range from $2.99 for a piece of stationery to $599.99 for an online-only four-piece patio set.

Almost immediately, Target’s website was shut down with a message that said: ‘Woof! We are suddenly extremely popular. You may not be able to access our site momentarily due to unusually high traffic. Please stay here and we’ll try to get you in as soon as we can!’

Joshua Thomas, a spokesman for Target, called the launch ‘Missoni mayhem.’


‘The buzz surrounding the collection has been unprecedented and the response today has been overwhelming,’ he said. ‘It was very Black Friday-esque.’

By Tuesday afternoon, dozens of items were already sold out online, including toss pillows featuring Missoni’s signature zigzag designs, women’s multicolor rain boots and a black-and-white luggage collection.

Thomas said brick-and-mortar stores would replenish some of the sold-out items throughout the week.


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