Shoppers were up early on Sunday for the launch of Target's latest designer-inspired collection.
Fashion lovers waited for several hours outside the Edina store this morning to get their hands on the new Marimekko items, CBS reported.
A customer told CBS:
“You have to like sugar up, caffeine up and get ready to go"...“And then you come in and just dash to the stuff. You have to know beforehand where it is in the store and get there and know what you want. There is no shopping here, this is like take it and go.”
The Minneapolis-based retailer has done over 150 of these limited-time collaborations, according to the Star Tribune.
Last year, overwhelming traffic nearly crashed Target.com after the launch of the Lilly Pulitzer collection, Star Tribune said. The line sold out in a day.
“We’re never going to apologize” for a line selling out, Joshua Thomas, a Target spokesperson, told Forbes.
The Marimekko Collection
Finnish design house Marimekko is known for using bold prints and bright colors.
The inspiration for their collaboration with Target is the "feeling of an eternal summer and carefree outdoor living by offering items that bring people together and encourage them to play," Marimekko says.
While some looks on Marimekko's website are priced at over $400, the designer-inspired collection for Target is a fraction of the cost.
Over 200 Marimekko pieces are available in Target stores and online.
The collection includes home decor, patio and outdoor items, swimwear, accessories, and clothing for women and girls – including plus sizes.